The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study

COVID-19, combined with firms' multichannel adjustments, has accelerated changes in consumer shopping behaviors. This paper explores these issues through a segmentation study to examine consumers’ pre- and during-COVID-19 channel shopping behavior. Using survey data from 485 U.S. participants, Latent Profile Analysis identified six segments that vary in three dimensions: in-store vs. online behavior pre-COVID-19, in-store vs. online behavior during-COVID-19, and the change in channel shopping behavior from pre- to during-COVID-19. Motivation (utilitarian and hedonic), opportunity (time and physical), and ability play significant roles in explaining the findings, while psychographic and demographic variables play lesser roles. Further analysis revealed that these segments have different channel switching intentions when the focal retailer closed its physical store. These findings add greater understanding and support to the assumption that consumers more frequently shopped online than in-store during- than pre-COVID-19. In sum, this research addresses how changes in the shopping environment may affect consumer segments and their behavior.