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To gain an understanding into the growth of e-commerce in Ireland during the Covid-19 crisis

Sajid, Hamaad (2021) To gain an understanding into the growth of e-commerce in Ireland during the Covid-19 crisis. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of conducting this study is to understand the reasons for the shift of consumer behaviour towards e-commerce for retailing. For this research, consumer behaviour, future shopping, traditional shopping, consumer demographics and sectoral trends are identified to be the key determinants that affect e-commerce. E-commerce trends have recently gained importance over the traditional methods for shopping. It is important to note that Covid-19 also had a major impact on people shifting towards E commerce. It will be interesting to see if these trends are here to stay post pandemic.

There is limited amount of research conducted in this area. However, the literature that is present suggests an online survey should be deployed to answer the research question.

Consumer behaviour is considered to be an important factor for any business to thrive. Due to immense competition in the industry, companies need to make sure that they are fulfilling the demands of consumers in order to gain competitive edge. The literature suggests that consumers nowadays prefer online shopping over traditional instore shopping due to busy schedules and the convenience that online shopping presents. Consumers can get anything to their doorstep by just a click of a button. The target population that was selected for this study were consumers who had shopped through online channels at least once and the goal was to understand their behaviour. The tool that was used to collect the data was an online survey. A total of 114 respondents were questioned about the topic. The data was then entered into the SPSS software and analysed. A comparative analysis from different sectors was done to have a better view of the topic.

From the analysis of the results, it can be seen that consumer behaviour and future shopping have a significant and positive the relationship with ecommerce. The higher the level of significance, higher will be the satisfaction towards e-commerce. It is very important for companies as well as marketers to look into the preferences and buying behaviours of consumers to gain competitive advantage.

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 International Business
Depositing User: Clara Chan
Date Deposited: 05 Mar 2022 10:06
Last Modified: 05 Mar 2022 10:06
URI: https://norma.ncirl.ie/id/eprint/5538

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