Digital consumer behaviour and ecommerce trends since the Covid-19 pandemic
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
The advent of the Covid-19 pandemic resulted in many modifications to human behaviours. Most of these changes were visible in how people around the globe began to prioritise different things in their lives, including avoiding human contact. Given the unprecedented uncertainty that arose across most aspects of life, one of the biggest effects of the pandemic was on the global economy; businesses were forced to be agile and invest in digital transformation, while consumers had to adapt to that transformation.
This study examines the shopping challenges faced by consumers during the pandemic, as well as the opportunities presented to retailers to employ new strategies to maintain their livelihoods and ultimately enhance user capability in internet shopping. The researcher thus aimed to investigate consumers’ attitudes towards digital adaptation and ecommerce trends during and post the pandemic. Consumers constantly change their attitudes towards shopping, with most changes
being driven by technology and e-commerce digital enhancement. This study aimed to address the identified gaps regarding which factors influence consumers to shop online and utilise ecommerce shopping. A quantitative research methodology was used to answer the principal questions of the study, with data being collected through an online distributed survey to gather answers to the research questions. The findings of the study show that consumers spend more time shopping online now than they did prior to the pandemic.
Description
A research proposal submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the degree of Master of Business Administration, Johannesburg 2023
Keywords
Consumer behaviour, Covid-19 pandemic, Online shopping, e-commerce trends, UCTD
Citation
Ramugondo, Nozipho. (2023). Digital consumer behaviour and ecommerce trends since the Covid-19 pandemic [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/41580