Rinke, WolframWolframRinkeSHUAY-TSYR HO2024-01-042024-01-042023-01-0119314361https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179425918&doi=10.1017%2fjwe.2023.25&partnerID=40&md5=5f025f0a4c15086c581424402bb72cb4https://scholars.lib.ntu.edu.tw/handle/123456789/638212The COVID-19 pandemic itself constitutes an environment for people to experience the potential loss of control and freedom due to social distancing measures and other government orders. Variety-seeking has been treated as a mechanism to regain a sense of self-control. Using Machine Learning model and household-level data with a focus on the wine market in the United States, this study showcases the changing variety-seeking behavior over the pandemic year of 2020, in which people's perception of the status of restriction measures influences the degree of their use of variety-seeking behavior as a coping strategy. It is the shopping pattern and store environments that drive the behavioral responses in wine purchases to freedom-limited circumstances. Coupon use is associated with a lower variety-seeking tendency at the beginning of the stay-at-home order, but the variety level resumes when more time has passed in the restriction periods. Variety-seeking tendency increases with shopping frequency at the beginning of the social distancing measure but decreases to a level lower than all the non-restriction periods.COVID-19 | data mining | Machine learning | purchase behavior | variety-seeking | wine[SDGs]SDG3journal article10.1017/jwe.2023.252-s2.0-85179425918https://api.elsevier.com/content/abstract/scopus_id/85179425918