An Assessment of Consumers’ Online Shopping Decision during COVID-19
Abstract
Businesses turned to alternatives and took up online marketing because of COVID-19 pandemic. Online marketing is an important method for streamlining business processes, reducing managerial costs and turnaround time, maintaining social distance, staying at home, protecting against viruses, and illuminating associations with consumers and business partners. At present, online shopping is becoming more popular all over the world, especially for retailers and consumers. Online shopping creates opportunities for both online retailers and consumers. Online shopping behavior involves the process of purchasing goods and services through the internet. After collecting product information, the consumer selects an item according to its requirements and transaction criteria for the selected product, evaluates the product along with other available options and gains post-press experience. Online shopping decision is related to the psychological state of the consumers online shopping. Therefore, the purpose of this research was to investigate the assessment of consumers’ online shopping decision during the COVID-19 pandemic in the contexts of Bangladesh. The quantitative and descriptive analyses were used in this research. Data was collected from 193 actual local consumers using an online purposive sampling method. Descriptive statistics, collinearity statistics, reliability statistics and multiple regression analysis were used to analyze the data and test hypotheses. According to the findings of this research, web design, product factor, promotional tools, governmental factor and reference groups had a positive and significant relationship with online shopping decision during the COVID-19 pandemic in the context of Bangladeshi consumers. The outcomes of the research will be applied by online based organizations, government organizations, commercial organizations, public institutions, private companies, researchers, and policymakers to inspire retailers’ involvement in online business activities during COVID-19 pandemic in the context of Bangladesh.