Reshaping of Shopping Time Habits: An Empirical Study from Large Retail Stores
43 Pages Posted: 15 Sep 2023
Date Written: September 8, 2023
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
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