IDEAS home Printed from https://ideas.repec.org/a/gam/jmathe/v10y2022i22p4281-d974018.html
   My bibliography  Save this article

Consumers Behavior Determinants on Online Local Market Platforms in COVID-19 Pandemic—A Probit Qualitative Analysis

Author

Listed:
  • Liviu Ciucan-Rusu

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania)

  • Valentina Vasile

    (Institute of National Economy, Romanian Academy, 13 Calea 13 Septembrie, 050711 Bucharest, Romania)

  • Daniel Stefan

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania
    Institute of National Economy, Romanian Academy, 13 Calea 13 Septembrie, 050711 Bucharest, Romania)

  • Calin-Adrian Comes

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania
    Institute of National Economy, Romanian Academy, 13 Calea 13 Septembrie, 050711 Bucharest, Romania)

  • Anamari-Beatrice Stefan

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania)

  • Mihai Timus

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania)

  • Anca Oltean

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania)

  • Elena Bunduchi

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania
    Institute of National Economy, Romanian Academy, 13 Calea 13 Septembrie, 050711 Bucharest, Romania)

  • Maria-Alexandra Popa

    (Faculty of Economics and Law, George Emil Palade University of Medicine, Pharmacy, Science, and Technology of Targu Mures, 38 Gheorghe Marinescu Street, 540139 Targu Mures, Romania)

Abstract

During the COVID-19 pandemic, the economy was strongly affected by the restrictions imposed by the authorities to prevent the spread of the virus, and local online platforms and e-commerce experienced an accelerated rate of growth. Small producers had no chance of staying on the market if they did not choose to reorient their business to the online environment. The purpose of this study is to highlight the determinants of consumer behavior on online market platforms, as well as the barriers that affect the intention to shop online. By conducting a qualitative survey and applying a probit OLS binary choice model, the analysis was centered on several variables with expected important impact on quick and flexible response/adaptation to new market profile, such as the age of the respondents, the level of income, the trend of online purchasing of different categories of goods, and the propensity towards online payment. The results underlined the importance perceived by the respondents of local producers, especially by people with a high level of education. At the same time, the role of the age variable as a determinant of consumer behavior before, during, and after the removal of the restrictions of the COVID-19 pandemic is highlighted.

Suggested Citation

  • Liviu Ciucan-Rusu & Valentina Vasile & Daniel Stefan & Calin-Adrian Comes & Anamari-Beatrice Stefan & Mihai Timus & Anca Oltean & Elena Bunduchi & Maria-Alexandra Popa, 2022. "Consumers Behavior Determinants on Online Local Market Platforms in COVID-19 Pandemic—A Probit Qualitative Analysis," Mathematics, MDPI, vol. 10(22), pages 1-17, November.
    • Handle: RePEc:gam:jmathe:v:10:y:2022:i:22:p:4281-:d:974018
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2227-7390/10/22/4281/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2227-7390/10/22/4281/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Iza Gigauri & Mirela Panait & Simona Andreea Apostu & Lukman Raimi, 2022. "The Essence of Social Entrepreneurship through a Georgian Lens: Social Entrepreneurs’ Perspectives," Administrative Sciences, MDPI, vol. 12(3), pages 1-19, June.
    2. Lavinia Javier Cueto & April Faith Deleon Frisnedi & Reynaldo Baculio Collera & Kenneth Ian Talosig Batac & Casper Boongaling Agaton, 2022. "Digital Innovations in MSMEs during Economic Disruptions: Experiences and Challenges of Young Entrepreneurs," Administrative Sciences, MDPI, vol. 12(1), pages 1-25, January.
    3. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    4. Jeffrey R. Brown & Austan Goolsbee, 2002. "Does the Internet Make Markets More Competitive? Evidence from the Life Insurance Industry," Journal of Political Economy, University of Chicago Press, vol. 110(3), pages 481-507, June.
    5. Björn Döhring & Atanas Hristov & Christoph Maier & Werner Roeger & Anna Thum-Thysen, 2021. "COVID-19 acceleration in digitalisation, aggregate productivity growth and the functional income distribution," International Economics and Economic Policy, Springer, vol. 18(3), pages 571-604, July.
    6. Allison Bramwell & Jen Nelles & David Wolfe, 2008. "Knowledge, Innovation and Institutions: Global and Local Dimensions of the ICT Cluster in Waterloo, Canada," Regional Studies, Taylor & Francis Journals, vol. 42(1), pages 101-116.
    7. Bizzi, Lorenzo & Labban, Alice, 2019. "The double-edged impact of social media on online trading: Opportunities, threats, and recommendations for organizations," Business Horizons, Elsevier, vol. 62(4), pages 509-519.
    8. Ai, Chunrong & Norton, Edward C., 2003. "Interaction terms in logit and probit models," Economics Letters, Elsevier, vol. 80(1), pages 123-129, July.
    9. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    10. Balsmeier, Benjamin & Woerter, Martin, 2019. "Is this time different? How digitalization influences job creation and destruction," Research Policy, Elsevier, vol. 48(8), pages 1-1.
    11. Loayza,Norman V. & Pennings,Steven Michael, 2020. "Macroeconomic Policy in the Time of COVID-19 : A Primer for Developing Countries," Research and Policy Briefs 147291, The World Bank.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bożena Kusz & Lucyna Witek & Dariusz Kusz & Katarzyna Chudy-Laskowska & Paulina Ostyńska & Alina Walenia, 2023. "The Effect of COVID-19 on Food Consumers’ Channel Purchasing Behaviors: An Empirical Study from Poland," Sustainability, MDPI, vol. 15(5), pages 1-17, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eric Overby & Jonathan Clarke, 2012. "A Transaction-Level Analysis of Spatial Arbitrage: The Role of Habit, Attention, and Electronic Trading," Management Science, INFORMS, vol. 58(2), pages 394-412, February.
    2. Alejandro García-Jurado & José Javier Pérez-Barea & Francisco Fernández-Navarro, 2021. "Towards Digital Sustainability: Profiles of Millennial Reviewers, Reputation Scores and Intrinsic Motivation Matter," Sustainability, MDPI, vol. 13(6), pages 1-19, March.
    3. Sanam Akhavannasab & Danilo C. Dantas & Sylvain Senecal, 2018. "Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 214-227, December.
    4. Busca, Laurent & Bertrandias, Laurent, 2020. "A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 1-19.
    5. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    6. Bradford, Tonya Williams & Grier, Sonya A. & Henderson, Geraldine Rosa, 2017. "Weight Loss Through Virtual Support Communities: A Role for Identity-based Motivation in Public Commitment," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 9-23.
    7. de Almeida, Stefânia Ordovás & Scaraboto, Daiane & dos Santos Fleck, João Pedro & Dalmoro, Marlon, 2018. "Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 29-42.
    8. Abel Brodeur, 2012. "Smoking, Income and Subjective Well-Being: Evidence from Smoking Bans," Working Papers halshs-00664269, HAL.
    9. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    10. Cowling, Marc & Ughetto, Elisa & Lee, Neil, 2018. "The innovation debt penalty: Cost of debt, loan default, and the effects of a public loan guarantee on high-tech firms," Technological Forecasting and Social Change, Elsevier, vol. 127(C), pages 166-176.
    11. Sonja Fagernäs, 2011. "Protection through Proof of Age. Birth Registration and Child Labor in Early 20th Century USA," Working Paper Series 2311, Department of Economics, University of Sussex Business School.
    12. Hilber, Christian A.L., 2010. "New housing supply and the dilution of social capital," Journal of Urban Economics, Elsevier, vol. 67(3), pages 419-437, May.
    13. Velasco, Andrés & Chang, Roberto, 2020. "Economic Policy Incentives to Preserve Lives and Livelihoods," CEPR Discussion Papers 14614, C.E.P.R. Discussion Papers.
    14. Zvonimir Bašić & Parampreet C. Bindra & Daniela Glätzle-Rützler & Angelo Romano & Matthias Sutter & Claudia Zoller, 2021. "The Roots of Cooperation," ECONtribute Discussion Papers Series 097, University of Bonn and University of Cologne, Germany.
    15. Amrei Lahno & Marta Serra-Garcia, 2015. "Peer effects in risk taking: Envy or conformity?," Journal of Risk and Uncertainty, Springer, vol. 50(1), pages 73-95, February.
    16. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    17. Johnston, David W. & Lordan, Grace, 2012. "Discrimination makes me sick! An examination of the discrimination–health relationship," Journal of Health Economics, Elsevier, vol. 31(1), pages 99-111.
    18. Sakaue, Katsuki, 2018. "Informal fee charge and school choice under a free primary education policy: Panel data evidence from rural Uganda," International Journal of Educational Development, Elsevier, vol. 62(C), pages 112-127.
    19. Carolin Bock & Maximilian Schmidt, 2015. "Should I stay, or should I go? – How fund dynamics influence venture capital exit decisions," Review of Financial Economics, John Wiley & Sons, vol. 27(1), pages 68-82, November.
    20. Savage, Michael, 2014. "Smoking outside: the effect of the Irish workplace smoking ban on smoking prevalence among the employed," Health Economics, Policy and Law, Cambridge University Press, vol. 9(4), pages 407-424, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jmathe:v:10:y:2022:i:22:p:4281-:d:974018. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.