Reshaping of Shopping Time Habits: An Empirical Study from Large Retail Stores

43 Pages Posted: 15 Sep 2023

See all articles by Joonhwae Park

Joonhwae Park

College of Business, Korea Advanced Institute of Science and Technology (KAIST)

Daegon Cho

College of Business, Korea Advanced Institute of Science and Technology (KAIST)

Date Written: September 8, 2023

Abstract

This study investigates the impact of the COVID-19 pandemic on consumers’ Shopping Time Habits (STH) at a large offline retailer in Asia. Using a novel panel dataset of detailed purchase information, the study applies a difference-in-differences method to distinguish changes in STH across customers. The results show that during the pandemic period, a larger proportion of purchases occurred during the daytime. We propose that STH changes can be classified into four types: maintenance, shift, creation, and extinction, and that purchasing behaviors vary according to this segmentation. The study emphasizes the importance of personalized time-based marketing strategies that consider changes in STH after COVID-19, as these have not been thoroughly covered in previous research. These findings provide practical and theoretical implications for marketers and contribute to our understanding of the pandemic’s impact on consumer behavior.

Keywords: Shopping time habit, Timing of shopping, Habitual buying behavior, COVID-19, Pandemic, Offline retailer

Suggested Citation

Park, Joonhwae and Cho, Daegon, Reshaping of Shopping Time Habits: An Empirical Study from Large Retail Stores (September 8, 2023). KAIST College of Business Working Paper Series, Available at SSRN: https://ssrn.com/abstract=4565532 or http://dx.doi.org/10.2139/ssrn.4565532

Joonhwae Park

College of Business, Korea Advanced Institute of Science and Technology (KAIST) ( email )

85 Hoegiro, Dongdaemoon-gu
Seoul
Korea, Republic of (South Korea)

Daegon Cho (Contact Author)

College of Business, Korea Advanced Institute of Science and Technology (KAIST) ( email )

85 Hoegiro, Dongdaemoon-gu
Seoul 02455
Korea, Republic of (South Korea)

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