Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior

Shengyu Gu,Irina Kovalyova,Beata Ślusarczyk,Sevda Hajizada,Amina Sakhbieva

doi:10.3390/jtaer16060125

Abstract

With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and the level of influence of the factors activating the purchasing behavior of online consumers against the background of the COVID-19 pandemic. The research methodology was based on the transformation of Cattell’s questionnaire and the implementation of correlation analysis. To determine the predisposition of online consumer behavior at the time of making a purchase decision, this study used the questionnaire method. The survey was conducted among online shoppers in the top 10 countries in terms of e-commerce market growth. The scientific contribution is the proposed methodological toolkit to assess the purchasing behavior of online consumers, which identifies the most influential factors in their purchasing behavior and provides an opportunity to assess the dynamics of their activity during the study period, to identify key trends and determine changes in their behavior. The research revealed what changes in online consumer buying behavior are typical in the COVID-19 pandemic. The impact of consumer awareness and experience has increased. Online consumers have become more experienced, which has influenced the activity of their buying behavior. This study proved the shifting influence of online consumer purchasing behavior factors during the pandemic. The increasing importance of the speed of decision making by consumers when purchasing goods and services online was determined.

Highlights

Introduction iationsThe global economy in general and international trade in particular have suffered and continue to suffer massive losses from the coronavirus pandemic
The purpose of this study is to develop a composite measure of online purchasing behavior amid the COVID-19 pandemic based on its drivers and use it to examine the effect COVID-19 had on the purchasing behavior of online consumers
The survey was conducted among online shoppers in the top 10 fastest growing e-commerce countries, namely, China, the United States, the United Kingdom, Japan, Germany, France, South Korea, Canada, Russia, and Brazil

Summary

Introduction

The global economy in general and international trade in particular have suffered and continue to suffer massive losses from the coronavirus pandemic. The uncertainty in which businesses and end consumers found themselves immersed is further aggravated by multiple factors. Those include income decline, cross-border travel restrictions, shifting consumer demand, and the changing behavior of market actors, to name a few [1]. Social distancing, and other measures introduced to limit the spread of the COVID-19 pandemic have urged consumers to purchase more on the online marketplaces [2]. The corona crisis accelerated the development of digital commerce. A new digitally immersed consumer has emerged, a more selective one, with financial difficulties

Objectives

Methods

Results

Discussion

Conclusion