Innovations in the Management of E-Commerce: Analysis of Customer Interactions during the COVID-19 Pandemic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F21%3A00002120" target="_blank" >RIV/75081431:_____/21:00002120 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2071-1050/13/14/7986/htm" target="_blank" >https://www.mdpi.com/2071-1050/13/14/7986/htm</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Innovations in the Management of E-Commerce: Analysis of Customer Interactions during the COVID-19 Pandemic

Original language description

In the days leading to the outbreak of the COVID-19 pandemic, open innovations in the form of the deployment of digital marketing tools in the management portfolio were an option; in a time of forced closing of economies, they suddenly became a necessity. The aim of the comprehensive research, in which the presented study is prepared, is to describe the changes in e-consumer behavior that occurred in the market during the COVID-19 pandemic. The presented study examines the seasonal and regional specifics that characterize the markets of Central and Eastern Europe. In a sample of almost 14,000,000 Facebook users, the user interactions with ten selected representatives of the e-commerce sector were recorded daily during the 2020/2021 Christmas season lasting 49 days. By analyzing the nature and timing of interactions, it was possible to identify the geographical specifics of e-consumer behavior, as well as basic seasonality indicators based on a comparison with the reference period of the first half of 2020. The synthesis of the findings provided a knowledge base for compiling a preliminary version of the model of the COVID-19 pandemic impact on e-consumer behavior. In terms of changes in e-consumer behavior, it can be stated that the step change in e-behavior patterns caused by the pandemic merges with pre-pandemic behavior patterns. In general, it can be stated that the evolutionary process of the transition from offline to online the COVID-19 pandemic appears to be a significant acceleration factor of inevitable changes.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Sustainability

ISSN

2071-1050

e-ISSN

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Volume of the periodical

13

Issue of the periodical within the volume

14

Country of publishing house

CH - SWITZERLAND

Number of pages

22

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85111110051