The impact of the Covid-19 pandemic on consumer buying behavior towards online shopping in Sweden

Abstract: Background The covid-19 pandemic has been an inescapable tragedy that affects all countries and their economic systems. Due to Covid-19, e-commerce has risen and people more and more purchase goods online. Therefore, it's critical to identify and assess the effects of these behavioral changes on Swedish customers' online purchase intentions and to evaluate the impact on future intentions for online shopping. Purpose From an online consumers’ perspective, investigate the impact of the Covid-19 pandemic on customer buying behavior towards online shopping explored through the Theory of Planned Behavior. Method In this thesis qualitative methodology is used by the authors which has been noticed by using an inductive approach that is based on positivism and it involved 10 semi-structured interviews with Swedish customers in different cities of various ages. Conclusion Based on the results, it is observed that there is a slight increase in Swedish customers' online shopping levels during the Covid-19 pandemic, but many of our participants' behaviors do not appear to indicate that the pandemic has had a significant impact on their online shopping habits. Instead, other components of the TPB model appear to be having a greater impact on our respondents' future intentions.