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Covid-19 - Lessons to be learned of e-commerce during a global pandemic - A study of consumer behaviour in Ireland

Gnutzmann Silva, Aline (2021) Covid-19 - Lessons to be learned of e-commerce during a global pandemic - A study of consumer behaviour in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Globalization and technological advancements have brought revolutionary changes to the modern-day commercial ecosystem as the availability of technology, multilayer competitiveness, and the growing popularity of sustainability-conscious entrepreneurship practices, have all been shaping consumer perceptions, attitudes, and buying behaviors. In the context of the ongoing Covid-19 pandemic, uncertainties, fluctuating macro-environmental factors, and supply-demand dynamics alongside increasing scalability of e-commerce services are influencing consumers in Ireland. As e-commerce services are becoming a prominent and inseparable part of contemporary global society due to its enormous versatility, affordability, and eco-friendly credentials, the researcher has attempted to discuss key lessons learnt from the ongoing Covid19 consequences regarding consumer behaviours and purchasing decisions. This systematic empirical framework describes the notion and implications of e-commerce services and the context of consumer behaviour while discussing critical success factors, influencing factors, and macro-environmental factors. This primary qualitative research has considered focus group discussions and analysis methods to extract insightful reviews and responses from engaged participants alongside a wider recognition of previous argumentative opinions in literature, and theoretical perspectives. The impacts of Covid19 on consumer purchasing decisions and behaviors regarding e-commerce are also extensively discussed within this exploratory study.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Electronic Commerce
D History General and Old World > DA Great Britain > Ireland
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Clara Chan
Date Deposited: 08 Feb 2022 18:49
Last Modified: 08 Feb 2022 18:49
URI: http://norma.ncirl.ie/id/eprint/5399

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