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The Impact of COVID-19 towards Online Shopping - Will old habits return or die ?

  • Travel bans, lockdowns, and social distancing shape the daily pandemic rou- tine and force marketers, producers, business, and consumers to changed buying behavior and disrupted buying habits. Online sales are sky rocking and hence the comprehension of changes in consumer behavior towards online shopping play an important role for the economy. The aim of the present thesis is to investigate changes in consumer behavior due to COVID-19 and give insights whether these changes last or not. Subordinately, it is examined whether – and if, how – online and offline buying motives are linked to possible lasting changes. Therefore, a deductive quantitative method, namely an online questionnaire, was chosen to conduct, and descriptive statistics to display and analyze data. The conducted data confirms a surge in online shopping fre- quency during the pandemic, but also shows that the respondents will not re- turn to old buying frequency habits and keep buying online as much as during the pandemic. Besides that, the present work confirms the assumption that COVID-19 raised awareness to support local stores. I further conclude that the research subjects gain trust in shopping online and will repeat new online shopping experiences. Hence, adopted consumer behavior will be repeated respectively and old buying habits are being refrained.

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Author:Patrick Schüpf
Advisor:Martin Fleischmann
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Release Date:2021/08/31
Tag:COVID-19; Consumer behavior
Page Number:66
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt