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IMPACT OF CORONAVIRUS PANDEMIC ON CHANGES IN E-CONSUMER BEHAVIOUR: EMPIRICAL ANALYSIS OF SLOVAK E-COMMERCE MARKET

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Markovič P., Pollák F., Vavrek R., Kostiuk Y.
Ekonomický časopis (Journal of Economics)
|
2022
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vol. 70
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issue 4
368 – 389
EN
The issue of the impacts of the COVID-19 pandemic on the economy is highly topical at a time of gradual economic recovery. The study presents the results of more than a year and a half of empirical research on changes in consumer behaviour patterns of Slovaks obtained through an analysis of their online interactions with the five main representatives of the e-commerce industry. During both pandemic waves B2C and C2B interactions of a sample of more than half a million customers in the Facebook social network environment were systematically recorded. Subsequently, the data were compared with the reference period one year after the historically first lockdown. The results suggest that during the pandemic, customers switched into completely new patterns of consumer behaviour aimed at maximizing benefits. However, as the pandemic progressed, these patterns combined with the pre-pandemic standard behaviour and created a new, relatively stable evolving trend. This economically significant trend must be considered in business practice.
2

MULTIFACTOR ANALYSIS OF ONLINE REPUTATION AS A TOOL FOR ENHANCING COMPETITIVENESS OF SUBJECTS FROM AUTOMOTIVE INDUSTRY

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Dorčák P., Markovič P., Pollák F.
Ekonomický časopis (Journal of Economics)
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2017
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vol. 65
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issue 2
173 – 186
EN
The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the automotive sector. A thorough multifactor analysis of reputation in the virtual world of the internet was conducted on a specific sample of entities/subjects – Top 15 European bestselling car brands of year 2014 operating on a selected market. Using a careful statistical testing, relationships between factors were examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the internet. The findings identified by the analysis conducted on the selected part of the global market, can be effectively used in any market for the purpose of increasing competitiveness of selected entities from (not only) automotive industry. Patterns and variables affecting virtual reputation of these entities are relatively invariable across the global internet market.
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