Digital Consumer Behaviour and eCommerce Trends during the COVID 19 Crisis
The COVID 19 global pandemic has rapidly changed e commerce. With revenues of US $351.9 billion, Europe was the third largest e commerce market in 2019. Annual growth (6.0% is projected to lead to revenues of US $565.9 billion by 2025 in Europe. Overall, e commerce revenues saw 10% additional growth in Europe in 2020 due to the COVID 19 crisis (Statista, https:/www.statista.com/study/42335 /ecommerce report/2021, 2021) New e commerce standards build on traditional marketing theories (Haan et al. Journal of Marketing, 2018; Sunder et al. Journal of Marketing Research, 2016; Verhoef, Journal of Marketing, 2017) with the added insight of understanding digital consumer behavioural characteristics, developing consumer insights and creating value propositions that offer consumers higher levels of satisfaction (Achrol and Kotler, Journal of the Academy of Marketing Science, 2012; Eggert et al. Industrial Marketing Management, 2020; Payne and Frow, Journal of Services Marketing, 2020) During the COVID 19 crisis, consumer behaviour and purchasing habits fundamentally changed. This paper examines the effect the COVID 19 crisis had on digital consumer behaviour and discusses factors affecting online shopping and the latest trends in ecommerce in the Czech Republic. Potential respondents were selected from different generational cohorts in two waves. Based on generation cohort theory (Igelhart, Princeton University Press, 1997) the current research defined respondent cohorts as follows: Generation Alpha (2011 present) Generation Z (1997 2010) Generation Y (Millennials) (1983 1996) Generation X (1965 1982) Baby Boomers (1946 1964) Int Adv Econ Res https:/doi.org/10.1007/s11294 021 09817 4
International Advances in Economic Research