Análise do impacto da Covid-19 no comportamento de compra do consumidor online

Abstract

The Covid-19 pandemic has accelerated the migration of consumers to online shopping due to restrictions on movement and the closure of physical shops. Consumers have come to value more the convenience, security and personalisation of digital shopping. Thus, the this study aimed to analyze the impact of the COVID-19 pandemic on consumer purchasing behavior in the virtual environment, considering the changes that occurred during this period and the factors that led to adaptations in these habits. To this end, a quantitative survey was conducted through the application of an online questionnaire, allowing the identification of trends and consumer perceptions about e-commerce before, during, and after the pandemic. The results obtained indicated that, although companies were already undergoing the process of online growth before this event, its occurrence significantly boosted this expansion. In addition, aspects such as convenience, personalized experience, and trust in digital payment methods developed so that many consumers continue to prioritize this modality, even after the reopening of physical stores. Therefore, it is concluded that the pandemic consolidated e-commerce as a viable and preferred alternative for various consumer profiles, reinforcing the need for continuous adaptation by companies to remain competitive in an increasingly digitalized market.