Pollák František, Markovič Peter, Vavrek Roman, Konečný Michal
Faculty of Corporate Strategy, Institute of Technology and Business in České Budějovice, Nemanická 436/7, 370 10 České Budějovice, Czech Republic.
Faculty of Business Management, University of Economics in Bratislava, Dolnozemská cesta 1/b, 85235 Bratislava, Slovakia.
Behav Sci (Basel). 2022 Mar 18;12(3):85. doi: 10.3390/bs12030085.
The global pandemic caused by the new coronavirus has largely changed established business practices. The aim of this study is to present the results of eighteen months of intensive research into the effects of the pandemic on e-consumer behavior. In one of the most active e-commerce markets in Europe, the Czech Republic, we analyzed a sample of more than one and a half million Facebook users in terms of their C2B interactions on the B2C activities of the five major e-commerce market players. The measurements were carried out in three periods, which corresponded to the onset of the first wave, the peak, and the fading of the second wave of the pandemic. This enabled us to monitor the effect of seasonality and the stabilization of patterns of consumer behavior during the coronavirus crisis. The results suggest that a specific panic pattern of e-consumer behavior was developed at the time of the onset of the pandemic. However, as the pandemic progressed, the market adapted to a new normal, which, as evidenced by the change in trends, appears to be a combination of the pre-pandemic and pandemic behavioral patterns. Using a statistical analysis, it was possible to identify the delta of changes within the patterns of consumer behavior, thus fulfilling the final condition for creating an empirical model of the impacts of the COVID-19 pandemic on e-consumer behavior presented in this study.
新型冠状病毒引发的全球大流行在很大程度上改变了既定的商业惯例。本研究的目的是展示对大流行对电子消费者行为的影响进行为期十八个月的深入研究的结果。在欧洲最活跃的电子商务市场之一捷克共和国，我们根据超过150万Facebook用户在五个主要电子商务市场参与者的B2C活动中的C2B互动情况进行了分析。这些测量在三个时期进行，分别对应第一波疫情的开始、高峰期以及第二波疫情的消退期。这使我们能够监测季节性的影响以及冠状病毒危机期间消费者行为模式的稳定情况。结果表明，在疫情开始时形成了一种特定的电子消费者恐慌行为模式。然而，随着疫情的发展，市场适应了新的常态，从趋势变化可以看出，这似乎是疫情前和疫情期间行为模式的结合。通过统计分析，有可能确定消费者行为模式内的变化增量，从而满足创建本研究中提出的COVID-19大流行对电子消费者行为影响的实证模型的最终条件。
