From Physical to Digital Consumerism: Pandemic-Driven Digital Transformation in Consumer Shopping Behaviour

Abstract

The COVID-19 pandemic brought a significant change in consumer shopping behaviour by accelerating the adoption of online shopping and digital payment methods. This study examines the impact of the COVID-19 pandemic on consumer shopping behaviour and the transition from physical to online shopping among consumers in Kannur district, Kerala. It specifically analyses changes in consumers' shopping habits before and after the pandemic, focusing on online shopping frequency, online spending, digital payment usage, customer satisfaction, and the problems encountered while shopping online. The study adopts an empirical, descriptive, and quantitative research design based on primary data collected from 75 respondents using a structured questionnaire through convenience sampling. The data were analysed using percentage analysis, weighted mean score and ranking, the Chi-square test, the paired (dependent) sample t-test, and the Wilcoxon signed-rank test.

The findings indicate that consumers became more aware of online shopping and increasingly preferred online platforms after the pandemic. There was a significant increase in online shopping frequency, online spending, and the use of digital payment methods. The results further reveal that convenience, safety, product availability, and ease of digital payments were the major factors driving the adoption of online shopping. Consumers also reported a high level of satisfaction with online shopping, particularly with respect to product availability, delivery services, and payment convenience. Overall, the study concludes that the COVID-19 pandemic has accelerated the shift from physical shopping to digital consumerism, making online shopping an integral part of post-pandemic consumer behaviour.