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.
Inhaltsverzeichnis (Table of Contents)
- List of abbreviations
- List of tables
- List of figures
- Introduction
- Initial situation
- Research question
- Thesis structure
- Determinates of purchasing patterns
- Influences of consumer decisions
- Activation
- Motivation
- Emotion
- Attitude
- Influence of environment and surrounding
- Buying behavior for e-commerce
- Consumer behavior models
- Impact of the Corona Crisis
- Economic impact
- Impact on the German economy
- Projected economic development of Germany
- Economic performance of the retail and e-commerce market
- Crisis management
- Impact on consumer behavior
- Overview of changes
- Impact for retail and e-commerce
- Methodology and research design
- Research design
- State of research
- Deviation of research model
- Research questions and hypothesis
- Methodology
- Elaboration design
- Operationalizing and scenario design
- Relationships between samples
- Data collection
- Data processing
- Elaboration and analysis
- Demographic profile of the respondents
- Data analysis
- Preparation of data and elaboration of premises
- Analysis of variance (M)ANOVA
- Additional elaborations
- Elaboration of hypothesis
- Answering of research question
- Discussion
- Critical Discussion
- Limitation and further research
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The study aimed to explore the differences between consumer behavior during the COVID-19 pandemic and a potentially restriction-free environment in 2024, focusing on the sustained change of online shopping and digital service usage. This involved investigating the long-term adherence of behavioral changes and the impact on satisfaction levels for online shopping and digital services.
- The impact of COVID-19 on consumer behavior in Germany
- The sustained change in online shopping and digital service usage
- The influence of satisfaction levels on the long-term adherence of behavioral changes
- The potential for online shopping growth to slow down and return to average levels
- Strategic implications for the retail and e-commerce industry in the post-pandemic era
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the research topic, outlining the initial situation, research question, and the structure of the thesis.
- Determinates of purchasing patterns: This chapter explores the influences that shape consumer decisions, focusing on factors like activation, motivation, emotion, attitude, and environmental influences. It also discusses buying behavior in e-commerce and relevant consumer behavior models.
- Impact of the Corona Crisis: This chapter examines the economic impact of the COVID-19 pandemic on Germany, including its effects on the retail and e-commerce market. It also delves into crisis management strategies and the impact of the pandemic on consumer behavior, particularly in the areas of online shopping and digital service usage.
- Methodology and research design: This chapter presents the research design and methodology used in the study. It outlines the state of research, the derivation of the research model, the research questions and hypotheses, and the detailed methodology employed, including elaboration design, operationalizing and scenario design, data collection, and data processing.
- Elaboration and analysis: This chapter presents the results of the study, including a demographic profile of respondents, data analysis through (M)ANOVA, and additional elaborations. It also discusses the elaboration of hypotheses and the answering of the research question.
- Discussion: This chapter provides a critical discussion of the findings, including limitations and potential areas for further research.
Schlüsselwörter (Keywords)
The core keywords and focus topics of this study are: COVID-19, consumer behavior, online shopping, digital services, satisfaction levels, sustained usage, retail and e-commerce industry, strategic implications, post-pandemic era, research model, (M)ANOVA, Germany.
- Arbeit zitieren
- Michel Brandes (Autor:in), 2021, Impact of Covid-19 on German Consumer Behavior. Elaboration Regarding a Sustained Change of Online Shopping, München, GRIN Verlag, https://www.grin.com/document/1138163
