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Explaining consumers' channel-switching behavior in the post-COVID-19 pandemic era

Business

Explaining consumers' channel-switching behavior in the post-COVID-19 pandemic era

A. T. N. Tran, U. Hoang, et al.

Discover how the COVID-19 pandemic has transformed consumer shopping behaviors in Vietnam! This insightful study by Anh Tram Nguyen Tran, Uyen Hoang, Dinh Nguyen, Vu Minh Ngo, and Huan Huu Nguyen uncovers the key drivers steering consumers towards online or traditional shopping channels.

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Playback language: English
Abstract
This study investigates consumers' channel-switching behavior during and after the COVID-19 pandemic in Vietnam. Using a sample of 2,647 respondents, the study identifies key drivers of changes in shopping channel decisions, including marital status, price, quality, convenience, and overall satisfaction with current and new channels. Significant differences are found in determining factors for online versus traditional channels, with convenience, time spent, technology competency, product information, product quality assessment, and income significantly impacting channel choice.
Publisher
Cogent Business & Management
Published On
Jul 27, 2023
Authors
Anh Tram Nguyen Tran, Uyen Hoang, Dinh Nguyen, Vu Minh Ngo, Huan Huu Nguyen
Tags
channel-switching
COVID-19
consumer behavior
Vietnam
shopping channels
convenience
satisfaction

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