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

• Published in: Journal of theoretical and applied electronic commerce research Vol. 16; no. 6; pp. 2263 - 2281
• Main Authors: Gu, Shengyu, Ślusarczyk, Beata, Hajizada, Sevda, Kovalyova, Irina, Sakhbieva, Amina
• Format: Journal Article
• Language: English
• Published: Curicó MDPI AG 01.09.2021
• Subjects: behavior; Buying; Consumer behavior; Consumers; Coronaviruses; correlation; Correlation analysis; COVID-19; Decision making; e-commerce; Electronic commerce; multi-factor analysis; online shopper; pandemic; Pandemics; Purchasing; Questionnaires; Shopping
• ISSN: 0718-1876; 0718-1876
• DOI: 10.3390/jtaer16060125

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.