Consumer Sentiments About Online Shopping in the Indian Scenario During COVID-19

Abstract

To abate the rapid spread of corona virus, most countries restricted social life. The primary purpose of this study is to look into the elements that influence online consumer sentiments regarding shopping during a pandemic. This research focuses on the study of different factors' significance and priority using strength, weakness, opportunity, threat (SWOT) analysis; interpretive structural modelling (ISM); and analytical hierarchy process (AHP) after extracting the different crucial factors using critical review of previous literature and expert opinions. The ISM methodology has helped to present a structural relationship among the key factors and helped to derive the short-term goals and long-term goals. Finally, the AHP model has ranked the existing three popular websites of India comparing their effectiveness using the factors such as product quality, customer satisfaction, low perceived risk, and social media. This chapter will be a strong vaccine for the Indian online shopping consumer sentiments during and post-pandemic scenario.