Comparing Customers' Perceptions of Online Shopping Before and During the COVID-19 Pandemic: A Comparative Analysis
DOI:
https://doi.org/10.7492/6qq5xc48Keywords:
Online Shopping, Customer Satisfaction, Trustworthiness, Consumer Behavior, COVID-19 ImpactAbstract
This study investigates various dimensions of online shopping behavior, assessing trustworthiness, customer satisfaction, during the COVID-19 epidemic, the effects of education and shifts in consumer behavior. Analyzing data from a diverse sample of 600 participants, the research explores the nuanced interplay of factors influencing the evolving landscape of e-commerce. Contrary to expectations, Perceived trustworthiness of internet buying does not vary much across varied demographic groups, according to the study. This implies a universal perception of reliability across categories, fostering a sense of trust in the online retail environment. However, a noteworthy discovery emerges in the realm of customer satisfaction, where online shopping exhibits a considerable positive impact. A low standard deviation of 0.78 and a high mean satisfaction score of 4.23 show that participants are consistently very happy, emphasizing the pivotal role of online shopping in enhancing customer experiences. The research further delves into the influence of customer education, revealing a statistically significant impact on the perceived importance of online shopping. Consumers with higher educational levels express an increased emphasis on the significance of online retail experiences, underscoring the need for tailored educational strategies in the digital commerce landscape. In the context of the global pandemic, the study unveils a notable shift in online shopping behavior. The statistical significance of increased impulsive buying and decreased planned purchases during the COVID-19 situation emphasizes the dynamic nature of consumer decision-making processes, reflecting the influence of external factors on online purchasing patterns. This study contributes comprehensive insights into the multifaceted world of online shopping, offering valuable knowledge for businesses, policymakers, and educators seeking to adapt and thrive in the ever-evolving e-commerce landscape.
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