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

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.

Factors Influencing Customer Decisions to Use Online Food Delivery Service during the COVID-19 Pandemic

“…The global online food delivery platform market already amounts to US $31 billion [ 13 ]. As COVID-19 has changed, customers prefer a contactless and online-to-delivery system to face-to-face and dine-in service [ 11 , 14 ]. The online food delivery market continues to attract new customers.…”

“…Moreover, few studies have examined the factors influencing customers’ decision making toward the use of online food delivery services, especially under pandemic conditions [ 10 ]. As the COVID-19 pandemic has changed customers’ dining and consumption behaviors, it is necessary to consider the COVID-19 pandemic as a context factor affecting customers’ online food delivery service [ 11 ]. Therefore, the purpose of the study is to examine the factors affecting customers’ online food delivery services usage by applying TAM and other factors (e.g., enjoyment, trust, and social influence) to provide a comprehensive model during the COVID-19 pandemic.…”

Novel Insights in the Leadership in Business and Economics: A Post-Coronavirus Update

“…Due to the slowdown in economic activity, COVID-19 has led to a surge in e-commerce and an acceleration in digital transformation. As blocks become the new normal, businesses and consumers are increasingly digitalizing by supplying and buying more goods and services online, increasing the share of e-commerce in global retail from 14% in 2019 to about 17% in 2020 (Gu et al 2021). The pandemic has helped accelerate digital transformation and created an environment that will continue to drive innovation and technology adoption in the future.…”

Applying Sentiment Product Reviews and Visualization for BI Systems in Vietnamese E-Commerce Website: Focusing on Vietnamese Context

“…Consumers' purchasing decisions have changed significantly during this period. Consumers' awareness and their experiences become important influencing factors when making decisions [10]. There were seven factors affecting consumer's online shopping buying behavior: ease of use, perceived risk, perceived usefulness, website design, economic factor, availability of products and customer satisfaction [11].…”