nep-mkt New Economics Papers
on Marketing
Issue of 2021‒11‒08
one paper chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Factors Affecting Consumer Buying Behavior in E-Commerce Business during Outbreak of Covid-19: A Case Study on Top E-Commerce Websites By Jawaid, Muhammad Hassan; Karim, Emadul

  1. By: Jawaid, Muhammad Hassan; Karim, Emadul
    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.
    Keywords: Ecommerce, COVID-19, Consumer Buying Behavior, Social Media Campaign, Television Commercials, E-paper Advertisement, and Word of Mouth.
    JEL: D12 L81 M3 M31
    Date: 2021–11–01

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