مساهمة جائحة كورونا في تحفيز الشراء الإلكتروني لدى المستهلك الجزائري -دراسة استطلاعية

Abstract

Many countries among them Algeria have tried to reduce the expansion of the coronavirus pandemic by applying a health protocol based on lockdown and social distancing measures, this latter has affected the traditional ways by which people used to act to sell and buy products, driving them to look for safer means, like electronic purchase to satisfy their needs.

By this study, we aim to put the light on the effect of coronavirus pandemic on the change of attitude towards online purchase among Algerian consumers. Several dimensions were used such as: the product quality and originality speed of delivery and price, and compliance with lockdown and social distancing measures. In order to conduct this exploratory study, we collected data using a sample of 114 Algerian consumers; statistical treatments were carried out on SPSS V26. Results show significant direct effect of the pandemic coronavirus on Algerian consumer behavior, this latter turned out to put more emphasis on the price and speed of delivery as the main drivers of purchase, rather than product quality and originality which were the primary focus of consumers before the spread of coronavirus among population. Results also revealed that the concern of applying social distancing measures was considered to be more important than enjoying the shopping experience, which clearly demonstrates the effect of coronavirus pandemic and its contribution in enhancing the electronic purchase for Algerian consumers.