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Mobile buying bahavior during the Covid-19 pandemic –the case of Poland

Fernando Kelaniyage Shihan Dilruk, Misiak-Kwit Sandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

131--143

Purpose: This pilot study aimed to understand the mobile buying behavior of Polish respondents in terms of the number of transactions per month during the Covid-19 pandemic time. The respondents' gender and place of residence were taken into consideration as chosen socio-demographic characteristics. Design/methodology/approach: The field survey method was applied to collect the primary data. Descriptive and inferential statistics that include the matched-pair test, the Wilcoxon signed-rank test, and the chi-square test of independence were applied for the primary data analysis. Findings: According to the chi-square test of independence, such socio-demographic characteristics as gender, place of residence, women’s place of residence and men’s place of residence in relation to mobile buying behavior are independent. The results of the matched-pair test and the Wilcoxon signed-rank test in the large and medium cities show that there is a significant difference in the average number of mobile shopping transactions per month before and during pandemic time. Research limitations/implications: The authors suggest conducting the same analysis with a larger sample size to generalize the phenomena. Practical implications: In order to stay competitive on the market, enterprises should constantly develop mobile distribution channels. Moreover, while communicating with a mobile shopper, enterprises can create similar messages, despite the gender and / or place of residence of the receivers. Originality/value: The findings will be helpful to FMCG-related marketing decision-makers and mobile shopping-related app developers.