Izvorni znanstveni članak
https://doi.org/10.56321/IJMBS.9.15.5
IMPACT OF COVID-19 PANDEMIC ON BUYING BEHAVIOR: EXPERIENCES OF USERS ON SOCIAL NETWORKS
Matea Matić Šošić
orcid.org/0000-0003-2788-2472
; Sveučilište u Dubrovniku, Odjel za ekonomiju i poslovnu ekonomiju, Dubrovnik, Hrvatska
Katija Vojvodić
orcid.org/0000-0001-7870-1438
; Sveučilište u Dubrovniku, Odjel za ekonomiju i poslovnu ekonomiju, Dubrovnik, Hrvatska
Tea Brajković
orcid.org/0009-0001-1944-6059
; ORSUS učilište, Zagreb, Hrvatska
Sažetak
A crisis can reveal the true nature of people, and this also applies to consumers and their behaviour in crisis situations. Every crisis affects consumer behaviour differently and under such conditions, consumer behaviour can become unpredictable, which is why it can be difficult to understand what they want, expect or need. Pandemics such as COVID-19 are causing a number of disruptions in consumers’ lives as well as in their buying patterns and habits. The aim of this paper is to examine the impact of the COVID-19 pandemic on consumer buying behaviour and to identify the link between past user ratings and their future buying intentions. This paper presents a detailed analysis of user behaviour on social networks based on a sample of 207 respondents. The research results obtained through a descriptive analysis show that the respondents use social networks daily for the purpose of communication and most of the respondents, 149 of them, sometimes use social networks for shopping. The rest of the respondents, 58 of them, who do not shop via social networks, expressed a distrust of shopping via social networks. In addition, the research results showed that there is a strong positive relationship between purchase intention and e-recommendation as a level of satisfaction with social network communication. The study contributes to existing research on the impact of the COVID-19 pandemic on buying behaviour by providing a deeper insight into consumer behaviour in the context of social networks and examining users’ buying intentions and provision of recommendations.
Ključne riječi
COVID-19 pandemic; consumer behaviour; social networks; buying intention
Hrčak ID:
313234
URI
Datum izdavanja:
29.12.2023.
Posjeta: 203 *