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Title :The impact of COVID-19 pandemic on the omnichannel consumer behavior
Alternative Title :Η επίδραση της πανδημίας του κορονοϊού στην πολυκαναλική συμπεριφορά των καταναλωτών
Creator :Sakarellou, Amalia
Contributor :Karantinou, Kalipso (Επιβλέπων καθηγητής)
Skarmeas, Dionysios (Εξεταστής)
Thanos, Ioannis (Εξεταστής)
Athens University of Economics and Business, Department of Marketing and Communication (Degree granting institution)
Type :Text
Notes :The dissertation includes references and appendixes
Extent :177p.
Language :en
Identifier :
Abstract :The COVID-19 pandemic constitutes an unprecedented challenge for governments, institutions, businesses. This ongoing health crisis is having a profound impact on consumer behavior. The virus is reshaping the consumer goods industry. In a digitized world, where consumers use both online and offline channels it is an interesting topic for further research. In this regard the current study intends to investigate the impact of the ongoing COVID-19 pandemic on the omnichannel consumer behavior. Previous studies have focused so far on identifying consumer behavior in times of crisis, without paying specific attention on the omnichannel consumer behavior and on how consumers use technology during a health crisis. It is more than challenging for marketers to monitor the changing habits of consumers, as they are trying to adapt in this new reality. Thus, the aim of this dissertation is to reveal the changes in consumers’ daily lives and purchasing patterns, caused by the pandemic. These changes are examined in four different time periods: before the outbreak of the pandemic, during the first lockdown, in the period between the first and the second lockdown and during the second lockdown. The point is to define the differences and similarities in order to project which of these changes are likely to continue in the future. In this study both qualitative and quantitative data collection method was used. For the qualitative research two rounds of interviews were conducted. For the quantitative research, an online questionnaire was distributed throughout the month of December 2020, with a sample size of 312 respondents. The data was statistically analysed with the SPSS program. Descriptive statistics were computed and pairwise comparison analysis was performed. Drawing from the findings of both studies, academic, managerial and societal implications are discussed, as well as limitations and future research directions are suggested.
Subject :Covid-19
Consumer behavior
Date Available :2021-03-30 13:38:16
Date Issued :03/12/2021
Date Submitted :2021-03-30 13:38:16
Access Rights :Free access
Licence :

File: Sakarellou_2021.pdf

Type: application/pdf