USO DO COMÉRCIO ELETRÔNICO E COMPORTAMENTO DO CONSUMIDOR DO NORDESTE GOIANO FRENTE AO SURTO DE COVID-19

Abstract

The article presents the importance of e-commerce and seeks to understand its viability of use and expansion in the midst of the COVID-19 pandemic. The general objective of the research was to understand how people in the cities of Northeastern Goias are using ecommerce to supply their demands, as well as consumer behavior amid the uncertainties of the Coronavirus pandemic (Covid-19). The study is characterized as an exploratory and descriptive research, with a quantitative approach. As an instrument of data collection, it was opted for the use of the online questionnaire applied with 173 respondents, consumers from cities in the Northeast of Goias. The data analysis occurred through the Microsoft Excel software. The results indicate that most of the interviewees started buying more online during the pandemic period and feel satisfied and safe with online shopping. As for the aspect that influences the buying process, 40% of the participants disagree that friends have some kind of influence. In addition, most of them believe that the isolation measures imposed will decrease sales and the number of jobs in the northeast of Goiás. Regarding prices, most of the interviewees affirm that they tend to increase the prices of products during the pandemic period.