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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
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