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

Abstract

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.