The impact of COVID-19 on consumer behavior: A survey on an online retail brand

The Covid-19 problem is relatively a brand-new situation that has had a significant influence on the entire world; it started as a health catastrophe but swiftly expanded into an economic and social crisis as well. It has been spreading across the world since its emergence in China. Turkey has not been an exception in this situation. Schools were suspended throughout the outbreak time, and new procedures were implemented to stop the pandemic. People were introduced to a new routine of doing everything without leaving their homes, this led to a major change in human behavior. In this study, it was aimed to determine the impact of covid-19 on the consumer behavior in general, and on an online retailer in Turkey in particular. Aiming to add towards the field of consumer behavior and its research, this study tackles the impact of the COVID-19 pandemic on online consumer behavior in Turkey. Throughout this research, the first chapter which is General information is written to provide a comprehensive summary and overview of previews research and literature that tackles the e-commerce, consumer behavior and an overview of e-commerce in Turkey. Moving to the next chapter, a framework was established based on the literature review. In order to evaluate the framework's hypothesis, an online survey was conducted which included 286 participants based in Turkey. The results revealed that all the dimensions studied: involvement with online shopping, frequency of online shopping, influencing factors for buying online and the relationship with Trendyol as a platform with regards to COVID-19, all had a significant impact on consumer behavior, with details revealed later on the study. Other significant outcomes were established, informing that this research brings academic and marketing implications.