earticle

영어

The purpose of this paper is to analyze consumers’ heterogeneous reactions to the COVID pandemic in terms of online grocery and food shopping. Using a survey data collected by the Korea Rural Economic Institute, the latent class analysis was conducted to categorize consumers’ changes in online grocery and food shopping during the pandemic and discussed the difference between the groups. The results of this research would be of interest to researchers and practitioners in the e-commerce field to better understand consumers’ reactions to a disruptive event and thus better establish business strategies. As the management information systems play an important role in e-commerce, the results would also enrich the existing literature on the management information systems and e-commerce.