E-commerce or physical store : Factors and characteristics affecting consumer behavior during a pandemic crisis

Sammanfattning: In the year 2020, COVID-19 was a worldwide phenomenon. Changes in personal behavior and consumer behavior resulted from the new restrictions. Because of COVID-19, many consumers purchase groceries online rather than in physical stores. Historically, there have been several pandemics during the 1900 century, and all of these pandemic crises have impacted consumer behavior. In the timeframe of this research, the restriction was withdrawn, and new restrictions were applied, which resulted in continued changed consumer behavior. Different characteristics influence consumer behavior, such as economic, psychological, and environmental. Income and savings of individuals and members of households are economic characteristics that influence consumer behavior. Because no product has to be carried or there is no time limit on shopping, this psychological characteristics contributes to increased accessibility, convenience, and time savings. In terms of the environment, there have been questions about whether e-commerce has a positive or negative impact. Consumer behavior is also influenced by demographic factors, such as age, gender, education, marital status and living environment. All individuals change their buying behavior over their lifetimes, and with restrictions during this pandemic crisis, many needed to adapt their behavior even more. This study has created a more profound understanding of consumer behavior due to a pandemic crisis, such as COVID-19. With this presented purpose, an online survey was constructed and collected a sample of 123 respondents located mainly in Sweden and Norway. After analysing our data collection, we concluded that the three characteristics and demographic factors influenced our sample, and they still prefer to purchase groceries in a physical store, despite a pandemic crisis.