Transformation of Online Consumer Behavior Under the Influence of the Pandemic and the Development of Telecommunications

Abstract

The authors analyzed some features of changes in consumer behavior when shopping online in the context of the mass development of modern telecommunications and self-isolation. The study is based on the data of a sociological survey conducted in May 2020 and a comparative analysis of consumer reviews for January–May 2019 and 2020, presented on review aggregator websites. This paper studies the frequency of purchases, the assortment of goods purchased for the first time during the self-isolation, the structure and content of negative reviews about online shopping experience, as well as the opinion of consumers about the possibility of online shopping in the future, when self-isolation is canceled. The main trend in March–May 2020 was the increase in purchases, the average check and the number of orders online. But upon closer examination, one can observe groups of consumers who, on the contrary, have reduced the frequency of purchases on the Internet, have formed a negative or partially negative opinion about this method of purchasing goods, and, as before, are wary of expanding their purchasing activity using modern telecommunications. Online stores should carefully consider the existence of this segment of consumers, while trying to reduce negative user experiences in peak loads and form a loyal attitude to the new forms of trading.