Preferences of Active Sports students at Charles University within Online Shopping in Response to the COVID-19 Pandemic

Abstract

The aim of the research was to identify the current preferences of active sports students at Charles University within online shopping in response to the Covid-19 pandemic. The research sample consisted of students from 5 faculties of Charles University. The method of electronic survey was used to obtain data. The results show changes in purchase behaviour and increased digital adoption, impulse buying and use of mobile marketing. Specifically, the results show that there has been an increase in online shopping and an increase in the use of cashless payments. In addition there was a tendency to save more on spending. A reduced frequency of individual purchases and a focus on smaller volume purchases were evident. At the same time, the majority of respondents showed a more sensitive relationship in relation to the price of goods. There was a consensus among respondents in their perception of the benefits of using the online shopping format as a whole, and the key factors that determine the decision to buy from a particular e-shop in price sensitivity and the emphasis placed on reviews by other customers. Preferred categories of purchased goods included clothing and footwear, purchases in the service sector, restaurant meals, cultural events, food delivery and sports equipment. The average purchase amount spent corresponded to 41% of their income. Respondents browsing the range and possibly buying online preferred websites over mobile apps, while the increase in modern forms of payment was confirmed.