Abstract:
The purpose of this study is to analyze the impact of the novel COVID-19
shopping anxiety on the consumer perceptions of online shopping in Istanbul –
Türkiye within the COVID-19 limitations. The same analysis also shows the
inseparable relationship between the people of Istanbul and their option to go for
online purchase in their process of overcoming pandemic anxiety. Therefore, rising
shopping nervousness plays the keys in predicting the tendency for consumer
preference towards e-shoppers as opposed to physical shops because of health issues,
personal safety measures, and the convenience that comes through purchasing the
products online.
The convenience sampling method has been chosen for sample collection
and sample size is 384. The findings present that shopping anxiety has significant
effect on consumer attitudes towards online shopping in Istanbul Türkiye (p<0.05).
This study is very beneficial for marketing managers, product managers,
sales managers and purchasing managers in the online companies. The research also
suggests that a knowledge uptake of shifting consumer behavior patterns by means of
innovation, investment in technological infrastructures, and raising literacy levels
among the people, policy makers, and companies.
Finally, the present study enriches the existing debate on how COVID-19
transformed the landscape of retail stores possible by presenting futures of the
specific support initiatives for retailers to enhance the economic base of Istanbul and
global economy.
