The effect of COVID 19 on the purchasing behavior of consumers in e-commerce

Covid-19 affects the daily life of individuals. With the fear and anxiety that occurred with the Covid-19 pandemic, governments have taken serious measures. Thus, people were removed from social environments with compulsory practices. So, the purchasing habits of consumers have begun to change. The purpose of this study is to state the effects of e-commerce on the purchasing behavior of consumers with the Covid-19. The factors affect using of e-commerce applications with pandemic were investigated. Because millennials use e-commerce more, they were used for current research. 457 individuals were surveyed; 393 of them were found suitable and analyzed. As a result of Pearson Correlation analysis, behavioral intention and performance expectation (r=0.872, p<0.05), behavioral intention and ease of use expectation (r=0.815, p<0.05), behavioral intention and social influence (r=0.790, p<0.05), behavioral intention and facilitating conditions (r=0.829, p<0.05), behavioral intention and hedonic motivation (r=0.852, p<0.05), behavioral intention. There is a positive relationship between intention and price value (r = 0.857, p <0.05), between behavioral intention and habit (r=0.747, p<0.05). As a result of regression analysis, the effect of scale sub-dimensions on performance expectation is 86%; Its effect on ease of use is 84%, its effect on social impact is 65%, its effect on facilitating conditions is 86%, its effect on hedonic motivation is 84%, its effect on price value is 75%, its effect on habit is 86%, and its effect on behavioral intention is 86%. Keywords: e-ticaret=e-commerce/ tüketici davranışları=consumer behavior/ y kuşağı=millennials.