A study to identify the impact of Covid-19 on the trust and risk perceptions of online buying behaviour

Abstract

Coronavirus has become a global emergency and has left a strong impact on people all over the world. It has altered the way we live, the way we work, and the way we see the world around us. Ever since the virus escalated and with lockdown in place, a significant change has been reported in consumer’s online buying behavior. This research aims to provide implications from a consumer’s perspective, thereby helping brands to gain insight into this vulnerable and unreal environment. This change in consumer mindset is investigated with respect to the risk and trust perceptions of online buying behavior. During a lockdown, an increased purchase with regards to non-perishable items was observed. The lockdown has brought about positive changes in consumers in terms of food wastage. To test the proposed hypothesis, data was collected from 200 respondents through an online survey. The results provided strong evidence that was independent of the pandemic. However, COVID-19 has acted as an element that made consumers opt for the online channel.