Albandia, Ken Joshua - Chapter 1

“IMPACT OF COVID-19 PANDEMIC ON ONLINE CONSUMER
PURCHASING BEHAVIOR”
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
This chapter includes the introduction, statement of the problem, scope and
delimitation, and significance of the study.
INTRODUCTION
The COVID-19 pandemic that took place worldwide became a severe threat not
only to public health but also to most economies (Donthu & Gustafsson, 2020). Our
government, rightly so, has been cautioning citizens about the potential impacts of Covid-
19 on all aspects of our economy in the months and years to come. Jobs will be lost and
many companies will close their doors, temporarily or permanently. The current situation
has altered many of our daily activities as consumers and restricted how organizations do
business. For individuals, the stay-at-home order requires all but those in essential
services to work from home. Social distancing and limited trips outside the house only
for essential groceries or health appointments have altered our consumer behaviors.
Consumer behavior was influenced both by the COVID-19 pandemic itself and by
government restrictions. Consumers of all generations during the COVID-19 crisis were
more likely to buy goods and services digitally. Overall, there was a significant shift
toward e-commerce spending. The frequency of shopping also increased. Factors that
drive online consumer behavior during the COVID-19 pandemic include strong and
sustained growth in the number of Internet users and increased awareness of online
shopping, increasingly active online product releases, low prices due to bulk purchases,
etc. The pandemic, social distancing, and staying at home are expected to push
consumers to shop online. However, uncertain consumer demand and supply chain issues
could affect the e-commerce industry. The COVID-19 pandemic issue may also affect
large merchants, who are experiencing a decrease in casual shopping, supply chain
disruption, and increased purchases of essential hygiene and disinfection products,
groceries, and other products.
The pandemic sparked a meteoric rise in online sales. As visits to physical stores
were restricted, and many were running low on money, consumers went online to shop,
causing online purchases to grow higher and higher. Consumers were generally mindful
shoppers even before the pandemic. Because of this, some shopping categories such as
experiences were gradually downgraded on their priority lists, and COVID-19
accelerated things in this direction.
STATEMENT OF THE PROBLEM
The study focused on the “Impact of COVID-19 Pandemic on Online Consumer
Purchasing Behavior” of Selected Residence in City of Sto. Tomas Batangas.
Specifically, it aims to answer the following questions:
1. What is the demographic profile of the respondents in terms of the following:
a. Age
b. Gender
c. Barangay
2. What are the factors that affect online consumer purchasing behavior during
pandemic?
3. How online consumer purchasing behavior help the marketers to understand
what influences online consumer’s buying decision during this pandemic?
4. What changes in online consumer buying behavior are typical in the COVID-
19 pandemic?
SIGNIFICANCE OF THE STUDY
The study which is about the “Impact of COVID-19 Pandemic on Online
Consumer Purchasing Behavior” is believed to contribute significantly to the following:
e-commerce/online sellers and the future researchers.
For e-commerce/online sellers, they will benefit in this study because they will be
informed of the possible effect of COVID-19 to the online consumers purchasing
behavior. With this information, they will provide time to create ideas on how they will
improve their online businesses.
For future researchers, they will find this study relevant in their courses because it
could serve as a tool that they could use as reference for similar studies.
SCOPE AND DELIMITATION
This study focused on the “Impact of COVID-19 Pandemic on Online Consumer
Purchasing Behavior”. The respondents of the study were composed of 399 randomly
selected residence of City Sto. Tomas Batangas. The result of the study is applicable only
to the respondents of this study.

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“IMPACT OF COVID-19 PANDEMIC ON ONLINE CONSUMER

delimitation, and significance of the study.

disruption, and increased purchases of essential hygiene and disinfection products,

groceries, and other products.

experiences were gradually downgraded on their priority lists, and COVID-19

accelerated things in this direction.

STATEMENT OF THE PROBLEM

The study focused on the “Impact of COVID-19 Pandemic on Online Consumer

Purchasing Behavior” of Selected Residence in City of Sto. Tomas Batangas.

Specifically, it aims to answer the following questions:

1. What is the demographic profile of the respondents in terms of the following:

3. How online consumer purchasing behavior help the marketers to understand

what influences online consumer’s buying decision during this pandemic?

SIGNIFICANCE OF THE STUDY

The study which is about the “Impact of COVID-19 Pandemic on Online

Consumer Purchasing Behavior” is believed to contribute significantly to the following:

e-commerce/online sellers and the future researchers.

informed of the possible effect of COVID-19 to the online consumers purchasing

improve their online businesses.

This study focused on the “Impact of COVID-19 Pandemic on Online Consumer

to the respondents of this study.

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