Authors :
Mohammad Omer Sarwari
Volume/Issue :
Volume 8 - 2023, Issue 2 - February
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3S9k6HR
DOI :
https://doi.org/10.5281/zenodo.7649264
Abstract :
Digitalization took a tremendous boom with
the arrival of the pandemic. As a result of strict
lockdown and people being isolated and the fear of
getting transmitted influenced the consumer purchase
intentions. Across the globe, citizens across the countries
shifted to online mediums to shop. Based on this, the
research aimed its focus to examine the impact of online
mediums of shopping on the consumer purchase
intention and the fear of COVID-19 among the Turkish
citizens. The study determines how fear influenced the
purchase intention of consumers in making purchases
online. The study follows the quantitative research
method, taking support of a Questionnaire-based survey
and convenience sampling among 200 participants. The
quantitative analysis revealed that Turkish citizens
likewise citizens from other countries demonstrated
online shopping behaviors and positive consumer
purchase intentions due to the fear of COVID-19.
Though Turkey has observed good growth in the ecommerce market previously, the arrival of the
pandemic resulted in the boost of online channels and
many retail businesses shifted to digital mediums. The
customers tend to show positive intentions due to the
ease of access as well as for safety reasons. However, the
need to integrate and enhance the technology, delivery
mediums and design of new marketing strategies that fits
best with the online channel still remains an important
part of online business to compel the buyers.
Keywords :
Online Shopping, COVID-19, Purchase, Intention
Digitalization took a tremendous boom with
the arrival of the pandemic. As a result of strict
lockdown and people being isolated and the fear of
getting transmitted influenced the consumer purchase
intentions. Across the globe, citizens across the countries
shifted to online mediums to shop. Based on this, the
research aimed its focus to examine the impact of online
mediums of shopping on the consumer purchase
intention and the fear of COVID-19 among the Turkish
citizens. The study determines how fear influenced the
purchase intention of consumers in making purchases
online. The study follows the quantitative research
method, taking support of a Questionnaire-based survey
and convenience sampling among 200 participants. The
quantitative analysis revealed that Turkish citizens
likewise citizens from other countries demonstrated
online shopping behaviors and positive consumer
purchase intentions due to the fear of COVID-19.
Though Turkey has observed good growth in the ecommerce market previously, the arrival of the
pandemic resulted in the boost of online channels and
many retail businesses shifted to digital mediums. The
customers tend to show positive intentions due to the
ease of access as well as for safety reasons. However, the
need to integrate and enhance the technology, delivery
mediums and design of new marketing strategies that fits
best with the online channel still remains an important
part of online business to compel the buyers.
Keywords :
Online Shopping, COVID-19, Purchase, Intention
