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Typology of e-commerce shoppers: the case of COVID-19

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dc.contributor.author Ramadan, Zahy
dc.contributor.author Farah, Maya
dc.contributor.author Abosag, Ibrahim
dc.contributor.author Sleiman, Alaa
dc.date.accessioned 2023-06-12T09:47:04Z
dc.date.available 2023-06-12T09:47:04Z
dc.date.copyright 2023 en_US
dc.date.issued 2023-08-01
dc.identifier.issn 1352-2752 en_US
dc.identifier.uri http://hdl.handle.net/10725/14774
dc.description.abstract Purpose The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users and propose a distinctive customer typology in the era of the COVID-19 pandemic. Design/methodology/approach An exploratory qualitative research design was adopted because of the novelty of the subject. In total, 43 participants were interviewed, including 27 consumers and 16 experts in the field of e-commerce. Findings Based on the findings, this study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, this study identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed. Originality/value To the best of the authors’ knowledge, this research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post COVID-19. This study also offers useful recommendations to deal with similar future crises. en_US
dc.language.iso en en_US
dc.title Typology of e-commerce shoppers: the case of COVID-19 en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 199705300 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Qualitative Market Research: An International Journal en_US
dc.journal.volume 26
dc.journal.issue 4
dc.article.pages 345-367
dc.keywords COVID-19 en_US
dc.keywords Pandemic en_US
dc.keywords E-commerce en_US
dc.keywords Online shopping en_US
dc.keywords Typology en_US
dc.identifier.doi https://doi.org/10.1108/QMR-12-2021-0154 en_US
dc.identifier.ctation Ramadan, Z., Farah, M., Abosag, I., & Sleiman, A. (2023). Typology of e-commerce shoppers: the case of COVID-19. Qualitative Market Research: An International Journal, 26(4), 345-367. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/QMR-12-2021-0154/full/html en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US


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