Understanding Shifts in Polish Consumers’ Shopping Behavior Before, During, and After the Covid-19 Pandemic

During the COVID-19 pandemic, one of the most prominent shifts in consumer behavior was the growth in online shopping. This study examined Polish consumers’ shopping behavior before, during, and after the pandemic, focusing in particular on (1) the extent to which preexisting trends in online shopping continued, were modified, or were abandoned and (2) the change in the proportion of online and offline shopping before and after the pandemic. The key factors influencing these changes were identified by applying the extended unified theory of acceptance and use of technology (UTAUT2), supplemented with trust/risk and sociodemographic variables as moderating factors. Data were collected through computer-assisted telephone interviews in May and June 2022 (N = 1010). The results of the logistic regression analysis confirmed that the modified UTAUT2 model explains the differences in Polish consumers’ shopping behaviors. Performance expectancy and social influence positively influenced the propensity for online shopping, and adding interaction effects to the models demonstrated that sociodemographic factors moderated the positive impact of facilitating conditions and hedonic motivation. The trust/risk factor negatively influenced the respondents’ propensity for online shopping, and only age, gender, place of residence, and car usage were significant factors influencing this propensity directly or through moderating effects.