ПОНАШАЊЕ ПОТРОШАЧА ПРИЛИКОМ ОНЛАЈН КУПОВИНЕ НАКОН COVID-19 ПАНДЕМИЈЕ У РЕПУБЛИЦИ СРБИЈИ
DOI:
https://doi.org/10.22190/TEME240302024IKljučne reči:
понашање потрошача, COVID-19, куповина, онлајн куповина (куповина путем интернета), пост-COVID-19 периодApstrakt
Пандемија вируса COVID-19 значајно је променила начин на који појединци и компаније функционишу. Неколико аутора je истраживало понашање потрошача након појаве вируса, међутим, у Србији није спроведено истраживање које би испитало и упоредило обрасце онлајн куповине после пандемије, тј. у периоду након званичног проглашења завршетка пандемије од стране Светске здравствене организације у мају 2023. године (пост-COVID-19). Циљ овог рада је да се истражи да ли постоји значајна повезаност између куповине путем интернета пре и у пост-COVID-19 периоду, као и између старосне доби и локације потрошача и понашања у пост-COVID-19 периоду. Подаци о 298 испитаника из Србије прикупљени су током јануара 2024. године. Резултати Хи-квадрат теста су указали на постојање везе између навика везаних за онлајн куповину пре и након пандемије, при чему је 73% ранијих некорисника онлајн куповине усвојило е-трговину у постпандемијском периоду. Међутим, резултати су такође показали да нема значајне повезаности између година и локације и одлуке да се купује онлајн након пандемије. Студија предлаже да предузећа треба да дају приоритет унапређењу онлајн платформи за куповину, јер многи потрошачи настављају или су започели да их користе. Поред тога, препоручује се да предузећа имплементирају шире и униформније стратегије. Такође, студија пружа теоријски допринос проширивањем знања о понашању потрошача у постпандемијском периоду.
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