The role of regulatory focus on online shopping behavior in times of pandemic

Abstract

This study is aimed at understanding how consumers’ online shopping behavior is affected during the COVID-19 pandemic. Consumers’ regulatory focus is taken as basis in understanding the relationship between online shopping frequency and other relevant dimensions. Perceived value, perceived risk, internet self-efficacy, online shopping familiarity and search and experience product categorizations are analyzed as mediator variables for explaining the relationship between regulatory focus of consumers and their online shopping behaviors. Two models are tested and interesting results are discovered as regards the effects of pandemic over online shopping behavior of consumers in regulatory focus context. Risk-averse behavior of prevention focused individuals was not observed in this study. Moreover, predicted factors of internet self-efficacy, online shopping familiarity, experience and search goods fell short in explaining consumers’ online shopping behavior in times of pandemic. Perceived value and perceived risk dimensions of online and offline shopping environments are observed to be main factors as mediating the relationship between regulatory focus of consumers and their online shopping frequency. Further research areas are indicated and several novel observations are explained.