Changing Consumer Behaviour During the Pandemic Period: The Rise of Digital Transformation

Abstract

Introduction: A few months after the observation of the first COVID-19 case in Wuhan in the Hubei province of China on 17 November 2019, the World Health Organization declared a global pandemic on 11 March 2020. With the emergence of the pandemic, it has still been uncertain how long the negative economic effects of the pandemic will last around the world. The introduction of full or partial curfews in many countries has led the COVID-19 pandemic to significantly change consumer behaviour and reshape many industries.

Purpose: Recently, the whole world has faced the COVID-19 pandemic, and during the pandemic, consumers’ needs, activities, consumption behaviours have begun to change. In this study, it is aimed to investigate changes in consumer behaviour with the spread of COVID-19 all over the world and the rise of digital transformations with these changes. Thus, ideas about social trends can be obtained by gathering detailed information about changing consumer behaviours. Additionally, advice is given to businesses on how to turn difficult conditions brought about by the pandemic into an advantage thanks to the opportunities offered by the digital age.

Methodology: In this review study, first of all, national and international studies on changing consumer behaviours during the pandemic process were examined, and changes in the pandemic process were discussed. Additionally, the results of studies that have measured the effects of the COVID-19 outbreak on consumer behaviour and studies including developments in terms of digital transformation were also examined within the scope of the review.

Findings: Uncertainty, risk and fear, created by COVID-19 and the present measures of the New Normal have led to some changes in both consumer behaviour and many industries. Based on this, within the scope of this study, the changing behaviour of consumers in the COVID-19 pandemic process and its aftermath and the rise of digital transformation were examined, and predictions for the future were determined.

Citation

Villi, B. (2022), "Changing Consumer Behaviour During the Pandemic Period: The Rise of Digital Transformation", Grima, S., Özen, E. and Romānova, I. (Ed.) Managing Risk and Decision Making in Times of Economic Distress, Part B (Contemporary Studies in Economic and Financial Analysis, Vol. 108B), Emerald Publishing Limited, Leeds, pp. 173-185. https://doi.org/10.1108/S1569-37592022000108B040