Does COVID-19 promote self-service usage among modern shoppers? An exploration of pandemic-driven behavioural changes in self-collection users
Due to health concerns related to COVID-19, shoppers have learned to minimise social contact by adopting various contactless self-service technologies to fulfil their consumption needs. This study explores shoppers' behavioural changes in relation to self-service, using the special research con...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/152928 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Due to health concerns related to COVID-19, shoppers have learned to minimise social contact by adopting various contactless self-service technologies to fulfil their consumption needs. This study explores shoppers' behavioural changes in relation to self-service, using the special research context of e-commerce self-collection services. By synthesising insights from the health psychology literature, this study proposes an affective-cognitive-social perspective to explain the pandemic-driven behavioural changes of self-collection users. The survey instrument is used for online data collection (n = 500), and a combined (descriptive and quantitative) method is adopted for data analysis. Our results suggest that, although with a relatively weak predictive power, the affective and cognitive appraisals of health risks lead to the reinforced usage of self-collection service. This also applies to the factors of action/coping planning and subjective norm. This study theoretically contributes to the self-service literature and creates managerial implications for retailers and logistics operators. |
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