Analysis of Selected Characteristics of e-Consumer Behavior of Czechs During the First Wave of the COVID-19 Pandemic

Peter MarkovicFrantisek Pollak

Abstract

The paper is devoted to the analysis of the selected aspects of e-consumer behavior. Specifically, to the application of innovative methods of evaluating customer interactions within the environment of the virtual social network Facebook. From the point of view of the actual implementation of presented research, the activity of customer tribes of the five largest e-commerce entities in the Czech virtual market was analyzed and evaluated. The data needed to process the analysis were collected during the first state of emergency declared in the Czech Republic in connection with the COVID-19 pandemic. Through the analysis of data on the interactions of customer groups in a highly non-standard situation, it was possible to outline specific patterns of consumer behavior, in particular the extent and nature of their interactions in B2C communication on the social network Facebook. From the findings we can deduce a shift in the timing of interactions towards the morning hours, which we consider both as an effect of working from home and as a deviation from the usual patterns of behavior. In our opinion, it is necessary to take both of these effects into account when planning marketing communication.

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