Online Shopping Pre- and Post-Vaccine and the Role of Trust and Commitment on Satisfaction

Authors

  • Randi Priluck Pace University, USA

Abstract

This research examines online shopping behavior before and after a stressful time in consumers’ lives, the COVID-19 pandemic.  Prior to the availability of vaccines in 2021, in-store shopping was risky and people engaged in more online shopping behavior. As a result, the importance of online shopping grew and new online consumers entered the market.  The study examines whether relationship perception influences satisfaction and how presence of the vaccine affects satisfaction in online shopping through the mediating variables of trust and loyalty.  Regression analysis and Hayes Process Four were conducted to assess the hypotheses.  The findings suggest that consumers were more satisfied with online shopping when the vaccine was available and those who viewed the relationship as important were more satisfied than those who did not view relationships with the marketer as integral to their experience.  Trust and loyalty were found to mediate between presence of vaccine and satisfaction with the online marketer.

 

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2023-10-24

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Vol. 36 No. 2 (2023): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

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