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

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School of Geography and Tourism, Huizhou University, Huizhou 516007, China
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The Management Faculty, Czestochowa University of Technology, 42-201 Czestochowa, Poland
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TRADE Research Entity, North-West University, Private Bag X1290, Potchefstroom 2520, South Africa
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Department of Digital Technologies and Applied Informatics, Azerbaijan State University of Economics (UNEC), Baku 1010, Azerbaijan
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Department of Higher Mathematics FS 1, Bauman Moscow State Technical University, 105005 Moscow, Russia
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Department of Financial Markets and Financial Institutions, Kazan Federal University, 420008 Kazan, Russia
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Authors to whom correspondence should be addressed.
Academic Editors: Cristinel Vasiliu, Dan-Cristian Dabija and Rebeka-Anna Pop
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2263-2281; https://doi.org/10.3390/jtaer16060125
Received: 27 July 2021 / Revised: 26 August 2021 / Accepted: 1 September 2021 / Published: 8 September 2021
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. View Full-Text
Keywords: behavior; correlation; e-commerce; multi-factor analysis; online shopper; pandemic; reflexive characteristics behavior; correlation; e-commerce; multi-factor analysis; online shopper; pandemic; reflexive characteristics
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MDPI and ACS Style

Gu, S.; Ślusarczyk, B.; Hajizada, S.; Kovalyova, I.; Sakhbieva, A. Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2263-2281. https://doi.org/10.3390/jtaer16060125

AMA Style

Gu S, Ślusarczyk B, Hajizada S, Kovalyova I, Sakhbieva A. Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2263-2281. https://doi.org/10.3390/jtaer16060125

Chicago/Turabian Style

Gu, Shengyu, Beata Ślusarczyk, Sevda Hajizada, Irina Kovalyova, and Amina Sakhbieva. 2021. "Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 2263-2281. https://doi.org/10.3390/jtaer16060125

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