University of Twente Student Theses


The effect of the COVID-19 pandemic on Digital Transformation in retailing

Dimitrova, V. (2021) The effect of the COVID-19 pandemic on Digital Transformation in retailing.

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Abstract:The Coronavirus has affected every aspect of daily operations, but the direct effect of the pandemic on buying behavior has been reported vaguely given the magnitude of the situation. In this thesis, the author examines the impact of the pandemic on consumers and companies. The systematic literature review has revealed a lasting impact on e-commerce, traditional retailing, and distributions centers, has highlighted the implications for internal company operations related to the BMC, the customer journey and loyalty, and introduced omnichannel retailing as a solution. Twenty-one variables have been identified as influencing the choice of a retailer. An online survey was developed based on these key variables to determine whether the findings will be in line. Out of them, five factors came out as being imperative - delivery price, delivery time, the availability of product images, product details, and website usability. Furthermore, an additional choice influencing factor has been discovered - customer reviews. The final model can predict the online shopping regularity with a 62% accuracy, and three out of the seven selected factors disclosed significant relationships. Two negative ones between online shopping regularity and delivery time and shopping experience, and a positive one between online shopping regularity and time spent shopping online.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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