Share:


E-commerce from the customer panel: the phenomenon of the pandemic increase and future challenge

Abstract

Purpose – the purpose of the article is to present the customers (the auction site’s users) perception of the opportunities provided by e-commerce, especially increasing its meaning during the pandemic conditions and to conclude the ways of e-commerce development in the future.


Research methodology – the methodology was based at desk research and the survey conducted in April 2021 among online users of Allegro on-line platform by the one of the basic quantity methods, the CAWI method (by the questionnaire survey) supported by statistic method. Findings – the increasing role of e-commerce in people’s lives as well as the pandemic increasing e-commerce growth effect, it can therefore be crucial for the country’s market position and its developmental perspectives. Some customers habits, especially greater savings regimes, more careful approach to spending, but also on-line shopping, will stay with them even after the pandemic.


Research limitations – the research is limited to the leading, but one, on-line platform one of the TOP-10 on-line platforms however, because of the market coverage, it is representative for the examined branch. Other limitation is the pandemic period which may present the data characteristic only for this time.


Practical implications – nowadays, especially developed by the pandemic and lockdown all over the world, the e-trade has spread its development. The practical implication may be using the results of the research in practice by the on-line shops owners/managers.


Originality/Value – the value of the study is the realistic approach while attempting to provide a clear view of the overarching picture of the e-trade and directions of its development, especially after pandemic experience. The originality also is that the research conducted not only It has also shown that online commerce transactions are conducted not only at young people probe, but at the probe representative for whole society, including elderly people. The study fulfils the gap at e-commerce research due to the often proclaimed lack of attitude of older people towards e-commerce or pointing them as the age group’s digital exclusion.

Keyword : e-commerce, customer habits, global economy, COVID-19, internet usage

How to Cite
Jasińska-Biliczak, A. (2022). E-commerce from the customer panel: the phenomenon of the pandemic increase and future challenge. Business, Management and Economics Engineering, 20(1), 139–151. https://doi.org/10.3846/bmee.2022.16752
Published in Issue
Apr 27, 2022
Abstract Views
81
PDF Downloads
85
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Abdelrhim, M., & Elsayed, A. (2020). The effect of COVID-19 spread on the e-commerce market: The case of the 5 largest e-commerce companies in the world. SSRN. https://doi.org/10.2139/ssrn.3621166

Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172–180. https://doi.org/10.1016/j.indmarman.2015.09.003

Alam, M. (2019). Impact of e-trade: From international trade law perspective. European Journal of Engineering and Technology Research, 4(9), 174–176. https://doi.org/10.24018/ejers.2019.4.9.1542

Alshibly, H., & Chiong, R. (2015). Customer empowerment: does it influence electronic government success? A citizen-centric perspective. Electronic Commerce Research and Applications, 14(6), 393–404. https://doi.org/10.1016/j.elerap.2015.05.003

Arndt, J. (1989). Paradigms in consumer research: A review of perspectives and approaches. European Journal of Marketing, 20, 23–40. https://doi.org/10.1108/EUM0000000004660

Arndt, S. W. (1999). Globalization and economic development. The Journal of International Trade & Economic Development, 8(3), 309–318. https://doi.org/10.1080/09638199900000018

Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8–34. https://doi.org/10.1007/s11747-011-0278-x

Bloomberg. (2020, April 24). E-commerce stocks soar with pandemic gains seen as long-lasting.

Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875. https://doi.org/10.1016/j.techfore.2019.119875

Chakraborty, D., Siddiqui, A., Siddiqui, M., & Mohmmad, F. (2022). Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102889

Chou, S., Chen, C.-W., & Lin, J.-Y. (2015). Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development. Internet Research, 25(4), 542–561. https://doi.org/10.1108/IntR-01-2014-0006

Davidavičienė, V., Paliulis, N. K., Sabaitytė, J., & Davidavičius, S. (2016). Analysis of Lithuania e-commerce situation. In EU and its Eastern Neighborhood: Fostering deeper Europeanization of Moldova (pp. 187–207).

Dennis, C., Merilles, B., Jayawardhena, Ch., & Wright, L. W. (2019). E-consumer behaviour. European Journal of Marketing, 43(9/10), 1121–1139. https://doi.org/10.1108/03090560910976393

Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199–208. https://doi.org/10.1016/j.jbusres.2020.05.025

Fedushko, S., & Ustyianovych, T. (2022). E-commerce customers behavior research using cohort analysis: A case study of COVID-19. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 12. https://doi.org/10.3390/joitmc8010012

Hale, T. S., Webster, A., Petherick, T., Phillips, & Kira, B. (2020). COVID-19 government response tracker. Blavatnik School of Government, University of Oxford. https://www.bsg.ox.ac.uk/research/research-projects/covid-19-government-response-tracker

Jasińska-Biliczak, A. (2019). The third sector–the new path towards the entrepreneurship of the future?–Polish insights. AD ALTA-Journal of Interdisciplinary Research, 9(2), 93–97.

Jílková, P., & Králová, P. (2021). Digital consumer behaviour and ecommerce trends during the COVID-19 crisis. International Advances in Economic Research, 27, 83–85. https://doi.org/10.1007/s11294-021-09817-4

Jones, K. (2020). COVID-19. The pandemic economy: What are shoppers buying online during COVID-19? https://www.visualcapitalist.com/shoppers-buying-online-ecommerce-covid-19/

Khan, M., Shams-E-Mofiz, M., & Sharmin, Z. (2020). Development of e-commerce-based online web application for COVID-19 pandemic. iBusiness, 12, 113–126. https://doi.org/10.4236/ib.2020.124008

Kolbe, J. (2000). International trade and e-commerce: Framework for the future. Arizona Journal of International and Comparative Law, 17(1), 211–218.

Kowal, J., Mäkiö, J., & Jasińska-Biliczak, A. (2016). Business competencies as an innovation capability of IT users in Poland and German. Experimental study. In ICTM 2016 (p. 32).

Laros, F.J., & Steenkamp, J. B. E. (2015). Emotions in consumer behavior: A hierarchical approach. Journal of Business Research, 58(10), 1437–1445. https://doi.org/10.1016/j.jbusres.2003.09.013

Lim, S. F.V. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics models. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. https://doi.org/10.1108/IJPDLM-02-2017-0081

Madlberger, M., & Matook, S. (2017). Theorizing E-Commerce business models: On the impact of partially and fully supported transaction phases on customer satisfaction and loyalty. Australasian Journal of Information Systems, 21. https://doi.org/10.3127/ajis.v21i0.1426

Meilatinova, A. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300

Niedermeier, A., Emberger‐Klein, A., & Menrad, K. (2021). Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany? Business Strategy and the Environment, 30, 1823–1838. https://doi.org/10.1002/bse.2718

OECD. (1999). Economic and social impact of ecommerce: Preliminary findings and research agenda. OECD Publishing. https://doi.org/10.1787/236588526334

OECD. (2020). Coronavirus: The World Economy at Risk. https://www.oecd.org/berlin/publikationen/Interim-Economic-Assessment-2-March-2020.pdf

Pabedinskaitė, A., & Davidavičius, S. (2012, May 10–11). The identification of the target e-space for the company’s advertising. In 7th International Scientific Conference “Business and Management 2012” (pp. 887–894). Vilnius Gediminas Technical University. http://doi.org/10.3846/bm.2012.114

Radionova-Girsa, E., Batraga, A., & Salkovska, J. (2019, May). The determinants of online shopping: building communication with customers in an online dimension. In Economic Science for Rural Development Conference Proceedings (p. 51). https://doi.org/10.22616/ESRD.2019.093

Sá, F., Rocha, Á., & Cota, M. P. (2016). From the quality of traditional services to the quality of local e-Government online services: A literature review. Government Information Quarterly, 33(1), 149–160. https://doi.org/10.1016/j.giq.2015.07.004

SAS Institute. (2021). Experience 2030: Has Covid-19 created a new kind of customer? (Report). EMEA.

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283. https://doi.org/10.1016/j.jbusres.2020.05.059

Shin, E. (2021). Pandemic fear and weight gain: Effects on overweight and obese adults’ purchasing exercise apparel online. Clothing and Textiles Research Journal, 39(3), 232–246. https://doi.org/10.1177/0887302X211004892

Soegoto, E. S., Christiani A., & Oktafiani, D. (2018). Development of e-commerce technology in world of online business. IOP Conference Series: Materials Science and Engineering, 407, 012031. https://doi.org/10.1088/1757-899X/407/1/012031

Svajdova, L. (2021). Consumer behaviour during pandemic of COVID-19. Journal of International Business Research and Marketing, 6(3), 34–37. https://doi.org/10.18775/jibrm.1849-8558.2015.63.3005

Subramanian, N., Gunasekaran, A., Yu, J., Cheng, J., & Ning, K. (2014). Customer satisfaction and competitiveness in the Chinese E-retailing: Structural equation modeling (SEM) approach to identify the role of quality factors. Expert Systems with Applications, 41(1), 69–80. https://doi.org/10.1016/j.eswa.2013.07.012

Terzi, N. (2016). The impact of e-commerce on international trade and employment. Procedia - Social and Behavioral Sciences, 24, 745–753. https://doi.org/10.4018/978-1-4666-9787-4.ch163

Vulkan, N. (2020). The economics of e-commerce: A strategic guide to understanding and designing the online marketplace. Princeton University Press. https://doi.org/10.1515/9780691214542

World Health Organization. (2020, August 14). Q&As: Food safety and nutrition related to COVID-19. https://www.who.int/news-room/questions-and-answers/item/coronavirus-disease-covid-19-food-safety-and-nutrition

Weber, R. H. (2007). International e-trade. International Lawyer (ABA), 41(3), 845–872.

World Intellectual Property Organization. (2020). Global innovation index 2020: who will finance innovation?

Yun, J., Kim, D., & Yan, M.-R. (2020). Open innovation engineering-preliminary study on new entrance of technology to market. Electronics, 9, 1–10. https://doi.org/10.3390/electronics9050791