Abstract
Coronavirus disease (COVID-19) is widely spread across the world. The COVID-19 lockdown policy has forced dine-in restaurants and cafes to close. Consequently, there is a plunge in the global economy into severe recession due to less economic activities. On the other hand, the demand for online food delivery services has increased during this period. As a result, the changes in consumer behaviours during the COVID-19 crisis are taken into consideration. Are the COVID-19 crisis and the changes in consumer behaviours related? Due to the new model of consumption, our study aims to observe and discern the relationship between COVID-19 crisis and changes in consumer behaviours. Data were collected by a questionnaire asking about participants’ general information, the impacts of COVID-19 on other relevant aspects, and the changes in consumer behaviours during the COVID-19 pandemic. Survey samples, including the population in Mueang Khon Kaen District, Thailand, were randomly selected through a random sampling method with a total of 634 respondents (241 males, 380 females, and 13 others). Our results revealed that the respondents have been highly impacted by the COVID-19 pandemic and their consumer behaviours have been changed significantly compared to the pre-pandemic period. Additionally, statistical analyses showed that there is a significant correlation between the COVID-19 pandemic and the changes in consumer behaviours. This study could serve as a guideline of further studies about the COVID-19 pandemic and consumer behaviours, which can be appropriately adopted in the era for the new normal.
Highlights
Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus, which first emerged in Wuhan, China, and reported in late December 2019 as the 2019 novel coronavirus [1]
Even though the implemented lockdown has contained the spread of COVID-19 [6], another study [7] found that there is a plunge in the global economy into severe recession due to less economic activities, such as agricultural commodities drop
Our study on the impacts of COVID-19 crisis upon the consumer behaviours was based on the hypothesis that the COVID-19 pandemic is related to how consumers behave
Summary
Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus, which first emerged in Wuhan, China, and reported in late December 2019 as the 2019 novel coronavirus [1]. Even though the implemented lockdown has contained the spread of COVID-19 [6], another study [7] found that there is a plunge in the global economy into severe recession due to less economic activities, such as agricultural commodities drop. Demand for food delivery through online platforms, such as Uber Eats and Foodpanda, has risen dramatically during the COVID-19 crisis [8]. This indicates that such a policy does not have bad consequences only for the economy; most people in the society are affected, which has led to dramatic changes in how consumers behave. The relationship between the COVID-19 pandemic which was first emerged in late December 2019 and the changes in consumer behaviours was not expressed
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