Online shopping and COVID-19: The effects of a global pandemic on the consumption of fashion
A marketing research report by Daniel Mitev
Wordcount 1478
Executive summary
This report explores consumer’s purchase intentions of fashion products in relation to online shopping and how they ar...
Online shopping and COVID-19: The effects of a global pandemic on the
consumption of fashion
A marketing research report by Daniel Mitev
Wordcount 1478
,Executive summary
This report explores consumer’s purchase intentions of fashion products in
relation to online shopping and how they are influenced by perceived
convenience and personal safety in the context of the COVID-19
pandemic. By utilizing both primary and secondary data sources, this
paper examines the following hypotheses:
H1 The perceived convenience of online shopping positively affects the
consumer's online purchase intentions for fashion apparel
H2 The perceived personal safety of online shopping positively affects the
consumer’s online purchase intentions for fashion apparel
H3 The perceived personal safety of online shopping positively affects the
consumer’s perception of convenience
In order to investigate their validity, an online survey was conducted in
order to establish customers’ perceptions of convenience and safety. The
questionnaire was administered in an online format, although a face-to-
face method would have been preferred to better capture the social cues
in the conversation and increase the trustworthiness of the data gathered
(Opdenakker, 2006).
The findings of the research indicate that the majority of respondents
were taking into account the safety of online deliveries when making
online purchase decisions for fashion apparel. In addition, newfound
considerations such as the level of person-to-person contact were
observed, indicating a positive relationship in all three hypotheses.
However, certain limitations must also be taken into account, such as the
demographic homogeneity in the questionnaire participants and the
constraints inherent to small sample sizes. It is suggested that the use of
probability sampling techniques needs to be explored to gain more
meaningful insights into the research problem and an increase in the
sample size may bring more representative and generalized results.
, Table of contents
Introduction...........................................................................................................................................4
Context and theoretical background.....................................................................................................5
Methodology.........................................................................................................................................6
Data Analysis.........................................................................................................................................7
Discussion and Recommendations........................................................................................................9
Reference list.......................................................................................................................................10
Appendix A – Fashion products’ leading role in the e-commerce world..............................................14
Appendix B – COVID-19 driven acceleration in digital shopping trends...............................................15
Appendix C – Questionnaire prerequisites..........................................................................................16
Appendix D – Demographic profile (Q1-Q3)........................................................................................17
Appendix E – Perceived Convenience (Q4 – Q6) Data analysis............................................................17
Appendix F – Perceived Safety (Q7-Q10) Data analysis.......................................................................18
Appendix G – Future Shopping Trends (Q11-Q13) Data analysis.........................................................21
Appendix H – Results Analysis.............................................................................................................24
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