Impact of changes in habits during the epidemic season on online shopping behavior of students in Ho Chi Minh city in the new normal period

Abstract

Online shopping is no longer a strange concept in the current digital age. Especially in the Covid pandemic, the online shopping market is more exciting than ever. However, when the epidemic situation is under control, society gradually returns to the way it was before - a new normal. Consumer habits have changed radically due to the epidemic's impact. It is this change that will significantly affect their online shopping behavior. But what changes will affect customers' online shopping behavior and to what extent during the new normal? That is also the core problem that the authors want to study and answer. Change is one of those factors that can be easily overlooked because people often fixate on factors that have already been proven. Many studies have found habits that influence online shopping behavior. However, the change in these habits has not been mentioned. In the current context, the change in habits taking place mainly in the Ho Chi Minh City area is most evident as this is the place in the new normal. Consumer habits will change due to the epidemic, but will the change still be maintained until the new normal? The study wants to show that habits that have been changed and maintained until the new normal will have certain effects on online shopping behavior, the main effect of which is the Covid pandemic. Through scientific research, mainly qualitative and quantitative research methods, the authors researched the scale of the topic, thereby developing and correcting the scale accordingly based on the discussions. group discussion. Not stopping there, the authors conducted preliminary research so that the scale could be most complete and surveyed a large number. After collecting the data, the team continued to analyze the data and evaluate the results of the analysis. From there, make objective assessments and arguments from the data and propose solutions in practice. Regarding the results, the research has proved that among the factors that the author group provides, the change of shopping habits has the greatest impact on online shopping behavior, followed by the change in shopping habits. of eating habits, the change of time use habits, and the change of health care habits. With the results obtained, it is believed that there will be certain contributions in practice, creating a premise for businesses to have a basis to optimize the necessary aspects of the business process, as well as a foundation for further research. The research is more extensive than the current topic of the author's group.