Avoidance behavior and online versus offline shopping intentions: the moderating role of Covid-19–related avoidance

Purpose This study aimed to examine how avoidance behavior affects consumers’ intentions to shop offline and online, while also testing the moderating role of Covid-19–related avoidance in these relationships. Design/methodology/approach The study is presented as an empirical case study examining of consumer’ online versus offline shopping intentions during the Covid-19 pandemic. A conceptual model was developed to examine the moderating role of Covid-19–related avoidance in the relationship between avoidance behavior and online versus offline shopping intentions. Survey data were collected from 397 participants through social media platforms between October 1 and November 30, 2023. The data were analyzed using PROCESS Model 1 to test the moderation effects. Findings The findings showed that avoidance behavior did not directly affect either offline or online shopping intentions. By contrast, avoidance related to the Covid-19 pandemic significantly influenced both types of shopping intentions. However, the hypothesized moderating effect of Covid-19–related avoidance on the relationship between avoidance behavior and shopping intentions was not supported, indicating that it operates as an independent predictor rather than a conditional factor. Research limitations/implications This study is not without limitations, which also suggest promising avenues for future research. First, the data were collected between October 1 and November 30, 2023, and therefore the findings reflect participants’ views and behaviors within this specific timeframe. Attitudes, perceptions, and behaviors may have evolved over time, especially given the dynamic nature of pandemics, in ways not captured by the present study. Second, the data were collected through an online survey distributed via social media platforms, which may have introduced potential sampling biases. Respondents recruited in this way are likely to be more digitally literate and active online than the general population, potentially limiting the generalizability of the findings to broader consumer groups. Third, the study employed a cross-sectional design, which limits the ability to capture dynamic changes in consumer behavior over time. Because consumer intentions and behaviors may evolve during and after crises, future research should adopt longitudinal approaches to track how avoidance behavior and pandemic-related avoidance fluctuate and interact across different phases of public health emergencies. Fourth, the study was conducted within a single national context. Cross-cultural research would help validate whether the observed patterns hold across countries with different cultural orientations, levels of institutional trust, and retail infrastructures. Comparative studies could also provide valuable insights into how context-specific factors moderate the influence of Covid-19–related avoidance and concern on online versus offline shopping intentions. Finally, future research should integrate psychological and behavioral variables with stated preference or discrete choice models to generate more comprehensive insights into consumer decision-making. This interdisciplinary approach would not only strengthen the theoretical contribution but also provide more actionable implications for policymakers and retail managers. Practical implications The study highlights the importance for businesses to adapt their marketing strategies in response to shifts in consumer shopping intentions during health crises. The findings indicate that Covid-19–related avoidance, rather than general avoidance tendencies, is the main driver of shopping intentions across both offline and online channels. This suggests that retailers should emphasize safety, hygiene and risk reduction in their strategies to better consumer avoidance. Moreover, the limited influence of avoidance behavior points to the need for future interdisciplinary research on the interplay between consumer avoidance behavior, digitalization, and channel choice in crisis contexts. By integrating avoidance behavior and pandemic-specific avoidance in a single conceptual framework, the study offers empirical insights into consumer shopping intentions under crisis conditions. Originality/value Avoidance behavior has received limited attention in prior research, typically in relation to store atmospherics or risk-related situations. However, the combined effects of avoidance behavior and Covid-19–related avoidance on both offline and online shopping intentions have not been examined within an integrated framework. This study addresses this gap by empirically testing these relationships during the Covid-19 pandemic. The findings underscore the independent and robust role of Covid-19–related avoidance, enhancing theoretical understanding of consumer shopping intentions across online and offline channels during crisis and offering valuable implications for retail managers and policymakers.