The Research on the effect of Social Drivers of Consumers on Innovation of Online Services offered by E - Commerce Platforms

Abstract

The marketing industry is currently being propelled by digitalization, and digital technologies have been utilized to identify the highest quality products and services to satisfy consumer demand. To enhance public accessibility and personalization, marketers are increasingly obligated to implement digital technologies. Due to the widespread prevalence of COVID-19, marketers are compelled to transition to online business in order to provide the highest quality services; furthermore, the significance of online mobile applications in guaranteeing the fulfillment of each consumer's requirements is growing. This incentivizes marketers to deliver suitable services without restrictions. The primary objective of this study is to investigate the impact of demographic determinants of consumer purchasing behavior on online grocery shopping behavior. Additionally, the study aims to assess consumers' perceptions regarding the quality and quantity of groceries purchased via the internet amidst the COVID-19 pandemic. This research article was compiled with the assistance of 157 respondents who purchased products via an online platform.