The goal of this study was to elaborate the differences between COVID-19 induced and a potentially restriction free consumer behavior in 2024 regarding a sustained change of online shopping and the usage of digital services. Two different scenarios were developed (I) asking participants about their behavior during the COVID-19 pandemic and (II) asking participants about their behavior in a pandemic and restriction free environment in 2024. In order to elaborate potential effects, a research model was derived based on a conceptual framework investigating the long-term adherence of behavioral changes combined with item relationships regarding the sustained usage of services. The data was derived through online questionnaires. Afterwards, the conducted data was operationalized and elaborated through multiple (M)ANOVA. The key findings were that the satisfaction levels for both online shopping as well as for the digital services significantly decreased in scenario II. According to the research model this allows the conclusion that a sustained usage is negatively affected. Therefore, the observed acceleration of online shopping could potentially slow down and return to average growth levels. The reduction of satisfaction levels was supported by a correlation reduction of the frequency of use and money spent items which confirmed the reduction of online shopping as well as the usage of digital services. For the retail and e-commerce industry the findings allow strategic implications to prepare for the post pandemic consumer behavior. Consumers will potentially carry their positive experiences with them and translate those into future expectations towards retail and e-commerce. To mention are that due to the decreased satisfaction levels the traditional stationary retail store remains relevant and therefore should be strategically emphasized within retailer’s channel strategy.
Table of Contents
1 Introduction
1.1 Initial situation
1.2 Research question
1.3 Thesis structure
2 Determinates of purchasing patterns
2.1 Influences of consumer decisions
2.1.1 Activation
2.1.2 Motivation
2.1.3 Emotion
2.1.4 Attitude
2.1.5 Influence of environment and surrounding
2.2 Buying behavior for e-commerce
2.3 Consumer behavior models
3 Impact of the Corona Crisis
3.1 Economic impact
3.1.1 Impact on the German economy
3.1.2 Projected economic development of Germany
3.2 Economic performance of the retail and e-commerce market
3.3 Crisis management
3.4 Impact on consumer behavior
3.4.1 Overview of changes
3.4.2 Impact for retail and e-commerce
4 Methodology and research design
4.1 Research design
4.1.1 State of research
4.1.2 Deviation of research model
4.1.3 Research questions and hypothesis
4.2 Methodology
4.2.1 Elaboration design
4.2.2 Operationalizing and scenario design
4.2.3 Relationships between samples
4.2.4 Data collection
4.2.5 Data processing
5 Elaboration and analysis
5.1 Demographic profile of the respondents
5.2 Data analysis
5.2.1 Preparation of data and elaboration of premises
5.2.2 Analysis of variance (M)ANOVA
5.3 Additional elaborations
5.4 Elaboration of hypothesis
5.5 Answering of research question
6 Discussion
6.1 Critical Discussion
6.2 Limitation and further research
7 Conclusion
Research Objectives and Key Topics
This study aims to examine the differences between COVID-19 induced consumer behavior and potential post-pandemic, restriction-free behavior in 2024. The core research objective is to determine whether the accelerated adoption of online shopping and digital services observed during the pandemic will result in a sustained long-term behavioral change among German consumers.
- Analysis of COVID-19's impact on German consumer behavior and retail markets.
- Application of the SOR (Stimulus-Organism-Response) model to explain consumer decisions.
- Comparative analysis of satisfaction levels across two distinct scenarios: pandemic conditions versus a 2024 restriction-free environment.
- Evaluation of sustained usage patterns for online shopping and digital services using quantitative statistical methods (MANOVA/ANOVA).
- Strategic recommendations for the retail industry regarding post-pandemic channel strategies.
Excerpt from the Book
1.1 Initial situation
The appearance of COVID-19 and its spread over the globe has changed the lives of millions of people. Chancellor Angela Merkel called the crisis the biggest challenge since World War II, which emphasizes the significance of COVID-19 (BReg 2020). During the pandemic, Germany was exposed to the imposition of travel restrictions, lockdowns and the closure of shops and service points. Consequently, COVID-19 changed routines and habits of consumers as well as shopping channel preferences (Deloitte 2021a). Germany`s retail environment was the subject to change long before the pandemic. The growth of online shopping reshapes the German retail market and causes companies to adapt to changed market requirements (Jahn 2017, 25).
In reaction to COVID-19 online channels gained even more importance for consumers (McKinsey 2021; W&V 2020). Companies were trying to counteract the pandemic situation with new sales and service solutions to secure a minimum level of business. Some have adapted to the current situation by changing their business models (Deloitte 2020).
It was observed that consumers changed their behavior with the appearance of COVID-19 and adjusted it over the course of the crisis (Deloitte 2021a; Sheth 2020). The future of shopping is still in flux and even so if the newly adopted behavior will be part of the post pandemic behavior (Remes 2021). Previous studies have investigated the adoption of online shopping. However, there is a lack of published research examining the sustained use and especially the effects of COIVD-19. Research carried out on the sustained usage of online shopping identified the following variables to be influential: relative advantage, enjoyment, and risk. It was shown that relative advantage and enjoyment have a positive correlation for the sustained usage of online purchasing as well as cross-channel usage. Whereas, risk influences the sustained usage negatively (Liu 2011). Recently carried out investigations identified that the stickiness of the behavioral change is the product of forced behavior change and the satisfaction with the new behavior. The definition of stickiness was adopted by previous research as behaviors that are likely to persist (Remes 2021).
Summary of Chapters
1 Introduction: Provides the research background and outlines the initial situation regarding the COVID-19 pandemic and its impact on the German retail sector, followed by the research question.
2 Determinates of purchasing patterns: Establishes a theoretical foundation by discussing influences on consumer decisions, specific e-commerce buying behaviors, and various established consumer behavior models.
3 Impact of the Corona Crisis: Analyzes the economic consequences of the pandemic, the performance of the retail market, and the governmental crisis management strategies applied in Germany.
4 Methodology and research design: Details the empirical approach, including the research design, the derivation of the research model, and the data collection process through online questionnaires.
5 Elaboration and analysis: Presents the demographic profile of the respondents and conducts the statistical data analysis, including factor analysis and (M)ANOVA tests to verify the research hypotheses.
6 Discussion: Evaluates the study findings in the context of existing literature, discussing implications for stationary retail and identifying limitations of the research.
7 Conclusion: Summarizes the key findings, confirming that satisfaction levels significantly decreased in the 2024 scenario compared to the pandemic, and suggests directions for future research.
Keywords
COVID-19, Consumer Behavior, Online Shopping, Digital Services, Sustained Usage, Retail, E-commerce, Consumer Satisfaction, Behavioral Change, Quantitative Analysis, (M)ANOVA, Germany, Stickiness, Crisis Management, Purchase Intentions
Frequently Asked Questions
What is the core focus of this master thesis?
The thesis focuses on the long-term impact of the COVID-19 pandemic on German consumer behavior, specifically regarding the sustained use of online shopping channels and digital services.
What are the primary thematic areas covered?
The work covers theoretical consumer behavior models, the economic impact of the pandemic in Germany, retail industry performance, and empirical analysis of consumer satisfaction and behavioral stickiness.
What is the central research question?
The central question asks what differences can be identified between COVID-19 induced consumer behavior and potential restriction-free consumer behavior in 2024 regarding a sustained change in online shopping and digital service usage.
Which scientific methods are utilized?
The study employs a quantitative research design using online questionnaires and performs statistical analysis including Factor Analysis, Analysis of Variance (ANOVA), and Multivariate Analysis of Variance (MANOVA).
What is discussed in the main body of the work?
The main body integrates a literature review on consumer behavior and pandemic economic impacts with the empirical research design and detailed statistical analysis of the collected survey data.
Which keywords characterize this research?
Key terms include COVID-19, Consumer Behavior, Online Shopping, Sustained Usage, E-commerce, and Quantitative Analysis.
How does the "Stickiness" framework apply to the findings?
The study uses the stickiness framework to explain that behavioral change is a product of forced change and satisfaction; findings suggest that as satisfaction decreases in a post-pandemic environment, the stickiness of online behavior may also decline.
What strategic implication is derived for traditional retail?
The study finds that traditional stationary retail remains highly relevant; retailers are advised to emphasize the physical store within their channel strategy as consumers may return to pre-pandemic habits.
- Citar trabajo
- Michel Brandes (Autor), 2021, Impact of Covid-19 on German Consumer Behavior. Elaboration Regarding a Sustained Change of Online Shopping, Múnich, GRIN Verlag, https://www.grin.com/document/1138163
