| Abstract: |
This research was conducted to investigate the factors that have affected the
consumer buying behavior in ecommerce business, especially during COVID-19.
This research was conducted via quantitative analysis, and 200 participants
were recruited for analysis. The statistical tests that were conducted in this
research included demographics via frequency analysis, Cronbach’s Alpha test
for the questionnaire reliability, correlation analysis to test the strength
of the relationship in between variables, and regression analysis for finding
the impact of consumer behavior on the dependent variables of social media
campaigns, television commercials, e-paper advertisements, and word of mouth
marketing. In this context, the research found that social media campaigns and
television commercials had no significant impact on the consumer buying
behavior, whereas e-paper advertisements and word of mouth marketing had
significant impact on the buying behavior of consumers during COVID-19. Based
on the findings of this research, it was recommended that e-commerce
businesses must upload the articles on social media regarding the product or
services that are offered by the business so that the customer attains a
complete understanding of the products or services, which will attract the
customers and will influence the purchasing behavior of the customers
positively. |