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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Consumer multichannel buying behavior under the pandemic

Zhang, Jingming, He, Xinyu January 2023 (has links)
Retail sales have increased significantly in recent years, posing a major challenge for merchants in maintaining a consistent consumer experience across several channels. Changing consumer behaviors have had a big impact on this shift in buying patterns. Customers and retailers are also contending with the complications of adapting to these developments, which have been compounded by the global COVID-19 outbreak. The Internet retail sector, in particular, has seen significant development, which has surprised many. As a result of the digital revolution, online customers' preferences are changing, as they seek fulfillment amid a variety of available possibilities. The changing environment of customer behavior has been a key focus, formed in part by the distinct patterns that have emerged in reaction to COVID-19. This study seeks to shed light on how the retail phenomenon of COVID-19 has impacted customer purchasing behaviors, with the goal of discovering and validating unique insights that may affect decision-making, particularly among millennials in Sweden and China. In the beginning stages of this investigation, a comprehensive approach integrating qualitative and quantitative approaches was used to attain this goal. The study used a sequential exploratory design with two data gathering gathering periods. Our conclusions were guided by empirical data gathered through focus group meetings and replies to a web-based survey. Two key discoveries have given rise to a novel hypothesis, showing that customers in both Sweden and China enjoyed large benefits from online purchasing. Furthermore, the research has shown previously unknown and unanticipated ways in which COVID-19 continues to influence client purchasing behavior. This exploratory and constructive research seeks to enhance our understanding of these transitions, ultimately providing useful insights into the emerging retail scene in a post-pandemic world.

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