Riassunto analitico
This thesis aims to evaluate the impact of the Covid-19 pandemic on online consumer behavior and more specifically the effect this pandemic has had on grocery electronic commerce in France. With the appearance of the first COVID-19 cases in France, as well as throughout the rest of the world, social restrictions were introduced to limit the spread of the virus. The new lifestyle that followed the Covid-19 pandemic is very different from before and includes a higher rate of use of the internet for working, learning, socializing, playing, and above all for shopping and consuming. Evidence shows that the new habits of purchase and consumption are characterized by a shift towards electronic commerce, local purchases, and a greater rate of storage of consumer goods. From this emerges the need, in this thesis, to study specifically the online grocery shopping industry in France. Consequently, we developed a research model integrating the Theory of Planned Behavior (TPB) with other variables that we considered essential given the literature, and according to which we built a web-based survey to investigate how French consumers adapted their grocery shopping behavior to the COVID-19 crisis. Our findings demonstrate that French consumers’ attitude toward online shopping, subjective norms, and privacy risk has a significant role in influencing consumers’ intention to switch from traditional to online grocery shopping.
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