Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era

Abstract

The increase in the widespread use of e-commerce reveals a greater tendency towards online shopping. The objective of this research is to analyze the drivers and barriers of online channel usage intention and their im-plications for physical channels, based on a modification of the UTAUT2 model, as well as to identify the relevant segments of e-commerce consumers versus physical shoppers in the post-COVID-19 era, using Hierarchical Tree Regression applying the CHAID method through an online questionnaire on a final sample of 491 Portuguese and 345 Spanish users.