Customer Behavioral Trends in Online Grocery Shopping During COVID-19

Victor Chang, O. Liu, K.V. Barbole, Q. A. Xu, X. J. Gao, Wendy Tabrizi

Research output: Contribution to journalArticlepeer-review


The evolution of online shopping started when big players like Amazon began selling all types of merchandise. Customers understood the ease of shopping online, so the trend grew even stronger. It is therefore essential to conduct a study of online shopping usage and the perception of customers during COVID-19, especially in the grocery sector. In this study, approximately 28 respondents from 50 specifically targeted groups were surveyed, and data collection was undertaken through a structured questionnaire. The regression method was conducted to analyze the collected data. Additionally, 5 interviews were conducted to validate and support the findings. Customers definitely preferred online grocery shopping (OGS) services during COVID-19 due to safety, convenience, and government restrictions. The influential factors were very important in this case, like delivery times, good discounts, and the quality of products. Secondly, OGS services were more stable and alert during the pandemic situation, following the government’s rules and restrictions. Customers were extremely satisfied with the safety precautions during COVID-19, the assistance provided through helplines for support, and the increased customer reach to make groceries as accessible as other reputable online departments.
Original languageEnglish
Article number317081
Pages (from-to)1-27
JournalJournal of Global Information Management
Issue number1
Publication statusPublished - 20 Jan 2023

Bibliographical note

This article published as an Open Access article distributed under the terms of the Creative Commons Attribution License
( which permits unrestricted use, distribution, and production in any medium,
provided the author of the original work and original publication source are properly credited


  • consumer behaviour
  • COVID-19
  • online grocery shopping
  • pandemic
  • theory of fear


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