Perceptions Towards Online Shopping: Thai Consumers Since the Coronavirus Outbreak

Abstract

Coronavirus disease has caused disruptions in how consumers live their lives. Their lifestyles have changed resulting in changes in their perceptions towards online shopping. The purpose of this research is to help business owners and marketers to understand more about the changes in consumer perceptions particularly towards shopping online which plays a significant role during the pandemic. Qualitative research by an in-depth interview was conducted with ten participants. The samples of consumers are selected with diverse genders and ages to have unbiased responses. Interestingly, home appliances, food and beverages, fruits, and products for hobbies have increased demands during the lockdown. Health consciousness and convenience play more important influencing consumer perceptions towards shopping on the Internet. While prices and promotions, variety of products, and cost and timesaving to traveling to offline stores are still the important factors. Businesses are suggested to develop their product portfolio reflecting the up-to-date situation. Products’ reviews and promotions are recommended to implement in the platform of online stores. The design of online platforms should be user-friendly. Importantly, it is necessary to have 24/7 service available to respond to customers in online businesses.