Online Shopping and In-store Shopping on COVID-19 for Airline Service Employees

Abstract

This study investigated the relationship between online and in-store shopping for airline service employees by using a quantitative survey method. Purpose sampling was used. This study found that the frequency of online purchases by pilots before and post-pandemic was significantly higher than that by flight attendants. Post-pandemic, the frequency of flight attendants shopping in-store was significantly higher than that of pilots. The frequency of online shopping before-pandemic positively affected the frequency of in-store shopping before-pandemic. The frequency of online shopping post-pandemic negatively affected the frequency of in-store shopping post-pandemic. The results found that online shopping affects users’ willingness to purchase in stores, and suggested that online shopping service providers should build user-friendly and easy-to-access systems. The findings can help retail marketers effectively prioritize the benefits of online shopping, which considerably affects user’s desire to use the Internet.