What is it about?
This study was focused to inspect the main components to determine the behavior of customer towards online shopping from various ecommerce company during COVID-19 pandemics. The study explores about the rapid use of internet, mobile, etc.in lockdown that imposed in the country.
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Why is it important?
Online shopping is now a days considered to be the most convenient way of shopping to get away free from the spreading virus and keep ourselves in safe and secure environment. The study involves quantitative research in the form of linear regression to evaluate the effects online shopping attributes on customer purchase behavior. The findings indicated that the main components like Social Media, Product Quality, Return and Exchange Policy, Product Descriptions and Seller Information significantly influence the customer purchase intention during the lockdown due to COVID-19 pandemic.
Perspectives
The study intended to find the variables of online purchase that were sought to be most important during COVID 19 by the Indian customers. The study finds that social media plays an important role in disseminating information among the customers and reliance over it has increased during COVID 19 pandemic. Other factors such as product quality, seller information, product description, and post shopping experience were also key factors that Indian customers kept in mind while making online purchases. Organizations should concentrate more on these variables while serving in developing countries such as in Indian when a condition of natural calamity arises. Due to the pandemic, the authors tried to restrict their query to one question per variable and it is prime limitation of the research. Future researches can take multiple questions per variable that will improve the overall prediction of the behavior.
Dr. Jitendra Yadav
ICFAI Foundation for Higher Education
Read the Original
This page is a summary of: Online Shopping Behavior during COVID-19 Pandemic: An Indian Perspective, SSRN Electronic Journal, January 2021, Elsevier,
DOI: 10.2139/ssrn.3874348.
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