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<p>This study investigates the impact of global crises on consumers’ Shopping Time Habits (STH) at a large offline retailer in Asia. Using a novel panel dataset of detailed purchase information, the study applies a difference-in-differences method to distinguish changes in STH across customers. The results show that during the pandemic period, a larger proportion of purchases occurred during the daytime. We propose that STH changes can be classified into four types: maintenance, shift, creation, and extinction, and that purchasing behaviors vary according to this segmentation. The study emphasizes the importance of personalized time-based marketing strategies that consider changes in STH after COVID-19, as these have not been thoroughly covered in previous research. These findings provide practical and theoretical implications for marketers and contribute to our understanding of the pandemic’s impact on consumer behavior.</p>

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Reshaping of shopping time habits: an empirical study from large retail stores

  • 期刊论文

  • 发表日期：

    2026年3月21日

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  • Daegon Cho,
  • Hyejung Chung,
  • Jin Soo Han

摘要

This study investigates the impact of global crises on consumers’ Shopping Time Habits (STH) at a large offline retailer in Asia. Using a novel panel dataset of detailed purchase information, the study applies a difference-in-differences method to distinguish changes in STH across customers. The results show that during the pandemic period, a larger proportion of purchases occurred during the daytime. We propose that STH changes can be classified into four types: maintenance, shift, creation, and extinction, and that purchasing behaviors vary according to this segmentation. The study emphasizes the importance of personalized time-based marketing strategies that consider changes in STH after COVID-19, as these have not been thoroughly covered in previous research. These findings provide practical and theoretical implications for marketers and contribute to our understanding of the pandemic’s impact on consumer behavior.