Factors affecting the purchase decision of E-consumers in online shopping during covid-19: An Empirical Research

Abstract: With the spread of covid-19 online shopping all over the globe has increased and with that the importance of E-commerce has also increased. The business managers, marketers and entrepreneurs need to know about the consumer’s preferences when are shopping online and the factors upon which their purchase decision is based. This study aims to identify the most important factors that affect the purchase decisions of consumers while shopping online. This study also aims to find that why are those factors most important for consumers and have those factors changed due to covid-19 or not. Qualitative research methodology was used which was justified on the basis of the research gaps and the nature of the research questions. 20 interviews were conducted and diversified results were noted. This study found the online reviews to be the most important factor for consumers when it came to making purchase decisions online during covid-19. After the online reviews price was found to be the most influential factor for people while making online purchase decisions followed by other factors of word of mouth, security and privacy, discounts and offers, delivery services, product pictures, product information, website design and return policy. This study gives the practical knowledge to business owners, business managers, marketers and entrepreneurs about consumer’s preferences while making purchase decisions online and will enable them to understand the decision-making processes of their customers and lead them to make better, efficient and profitable decisions for their E-commerce businesses.