The use of e-commerce and the COVID-19 outbreak: A panel data analysis in Japan

ABSTRACT

This study analyzes the changes in Japanese consumers' psychological intentions toward the use of e-commerce and the corresponding reasons before and after the COVID-19 outbreak using panel data. Several insights emerge on changes in consumers’ fundamental behaviors. First, the share of e-commerce use differs across the types of goods. Grocery goods showed a significant increase immediately after the COVID-19 outbreak. In contrast, machinery/PC applications and book/DVD/software showed only a slight increase immediately after the outbreak. However, only a slight decrease was observed during the third survey. Overall, consumers recognized the importance of e-commerce immediately after the pandemic, with no subsequent significant decline. Second, there may be a positive relationship between the time spent at home and the importance of e-commerce One reason is that an increase in stay-at-home duration decreases the opportunity to shop at retail stores. Consequently, trips to stores decreased during the initial spread of COVID-19. The modes of transportation for shopping and in the living area (infection status) were not significant factors of e-commerce usage. Finally, if consumers recognize its usefulness, they continued to consider e-commerce as important. However, their attitudes toward e-commerce improved after the COVID-19 outbreak because they wanted to avoid infection risks and follow social distancing and safety protocols. © 2021 Elsevier Ltd