Typology of e-commerce shoppers: the case of COVID-19
| Main author: | Ramadan, Zahy |
|---|---|
| Other authors: | Farah, MayaAbosag, IbrahimSleiman, Alaa |
| Format: | Journal Article |
| Online access: |
Click here to view record |
| id |
eprints-39342 |
|---|---|
| recordtype |
eprints |
| institution |
SOAS, University of London |
| collection |
SOAS Research Online |
| language |
English |
| language_search |
English |
| description |
Purpose: The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users and propose a distinctive customer typology in the era of the COVID-19 pandemic. Design/methodology/approach: An exploratory qualitative research design was adopted because of the novelty of the subject. In total, 43 participants were interviewed, including 27 consumers and 16 experts in the field of e-commerce. Findings: Based on the findings, this study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, this study identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed. Originality/value: To the best of the authors’ knowledge, this research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post COVID-19. This study also offers useful recommendations to deal with similar future crises. |
| format |
Journal Article |
| author |
Ramadan, Zahy |
| author_facet |
Ramadan, Zahy Farah, Maya Abosag, Ibrahim Sleiman, Alaa |
| authorStr |
Ramadan, Zahy |
| author_letter |
Ramadan, Zahy |
| author2 |
Farah, Maya Abosag, Ibrahim Sleiman, Alaa |
| author2Str |
Farah, Maya Abosag, Ibrahim Sleiman, Alaa |
| title |
Typology of e-commerce shoppers: the case of COVID-19 |
| publisher |
Emerald |
| publishDate |
2023 |
| url |
https://eprints.soas.ac.uk/39342/
|