Affiliation:
1. Universiti Brunei Darussalam, Brunei
Abstract
The COVID-19 pandemic has resulted in an upsurge in online shopping in all contexts. This also has an effect on the buying behaviours of consumers, particularly those who do most of their shopping online, including via social media. The study's two main goals are to understand the gender disparities and customer location elements that affect consumers' online buying behaviours, as well as the factors that drive consumer behaviour in general. The research utilised qualitative methods via online interviews to collect the primary data for the study. The study revealed that consumers nowadays are capable of assessing their selections and making well-informed decisions. While the majority of factors impacting online shopping behaviour are influences from close social circles, mainly family members and friends, and virtual social constructs like social network friends,
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