Investigating the impact of the Covid-19 pandemic on the behavior of households in replacing the virtual purchase of goods and services

Document Type : Original Article

Authors

1 M.A. in Business Economics, Allameh Tabatabai University, Tehran, Iran

2 Assistant Professor, Department of Economic Planning and Development, Allameh Tabatabai University, Tehran, Iran

3 Assistant Professor, Department of Business Economics, Allameh Tabatabai University, Tehran, Iran

Abstract

Corona virus pandemic deeply affected many households and economical enterprises. The latter included various aspects such as economic, social, life and businesses. The aim of this research is to investigate the effect of Covid-19 on household’s tendency toward online shops and services. The current quantitative investigation focusses on households living in Tehran at the date. Various opinions of these households on the most dominant platforms available for shopping and services were deeply analyses. To gather data, we used a structured questionnaire. The investigated statistical society contains households living in Tehran during the pandemic (2020-2022) and were a member or a customer of virtual platforms. The data was processed using SPSS software and revealed that household’s tendencies toward virtual platforms and online shops were massively increased. Also, among the platforms, Digikala was found to be the most attractive one. Most of the online shops and replacements were regarding foods and common household needs. It was also notices that the educational level increases the tendencies toward virtual platforms. Also, households did not uniformly pursue their requirement through virtual platforms. The platform with most amount of visits was Digikala with around 68 percent of shops and the least amount of shops was devoted to Taghche with approximately 18 percent of shops. Our results show that among virtual service replacements, online taxis (Snap, TapC, etc.) were dominant with 43 percent and appliance repairmen with 8.3 and hotel reservation with 6.5 percent were among the least.

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