Online purchasing in Serbia during the covid pandemic

Abstract

Internet-based purchasing (online purchasing) in the Republic of Serbia is analyzed, comparing the period before the Covid-19 pandemic versus afterwards, aiming to discover the effect of the pandemic on customer behavior during online purchasing. A sample of 217 individual shoppers from Serbia has been examined in the period from July to September 2022. T-test is applied. Results show that: (1) online purchasing has increased during Covid, (2) purchasing preferences for product categories have changed, (3) the amount spent on online purchases has increased in the Republic of Serbia. In conclusion, Covid has had a significant impact on consumer behavior in regards to online purchasing.

Keywords

• online purchasing
• covid
• serbia