A push-pull-mooring view on technology-dependent shopping under social distancing: When technology needs meet health concerns

Due to COVID-19, we have witnessed an accelerated digitalisation process in shopping activities as consumers embrace a variety of digital technologies that facilitate their 'in-home' or contactless shopping lifestyle. This study aims to investigate the emerging phenomenon of technology-dependent shopping under social distancing. Exploratory factory analysis and structural equation modeling are employed for data analysis. Anchored on the push-pull-mooring framework, our findings suggest that consumers' health concerns (push factors), technology needs (pull factors), task-technology fit considerations (mediators) and pandemic-induced psychological states (mooring factors) are all critical contributors to the adoption of technology-dependent shopping with varied explanatory powers. The findings also provide guidelines for retailing operators to direct consumers towards the contactless shopping channel as a responsive strategy to the pandemic.

Automated summary

The study found that consumers' health concerns, technology needs, task-technology fit considerations, and pandemic-induced psychological states are critical factors affecting the adoption of technology-dependent shopping, with varied explanatory powers. The findings also offer guidelines for retailing operators to steer consumers towards contactless shopping as a responsive strategy to the pandemic.