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108 Remote Working during COVID-19 Pandemic: Influence of Gender and Stress on Consumers’ Shopping Motivations
Key Words
COVID-19 Pandemic, Gender, Remote Working, Shopping Motivations
Short Description
The closures of workplaces and schools during COVID-19 pandemic have added some remote working experiences and stress for professionals. Reports indicated that consumers shop more online during their work hours in workdays. However, the influence of the remote working stress was still understudied. Therefore, by using teachers as study participants, the purpose of this study was to examine how stress during remote working will influence people’s productivity and shopping motivation. Research results indicated that during remote working, women have higher gratification shopping, value shopping, social shopping, and adventure shopping; participants with lower (vs higher) remote working stress have lower gratification shopping, value shopping, social shopping, idea shopping, and adventure shopping motivations. The study results indicated that the added stress by remote working have increased the pressure to consume as a stress reliever. To help improve consumers’ well-being and relieve remote working stress employers who adopt remote working can offer wellness training that includes how to relieve the stress in financially responsible ways and offer online games or other non-financial ways for remote workers to take breaks that don’t include shopping.