Purchase Uncertainty: The Opportunity for Culture Creative E-Commerce during Covid-19

Abstract

This research focuses on a successful culture creative company, which is famous for its blind-box product, and discusses its sales tactics based on demand uncertainty. Sales related data were adopted, covering also the pendemic period in 2020. This study ran t-test for variables and regression analysis based on OLS. After regressing sales volume and customer flow on sales income in the first stage, this research continues to use the residuals as dependent variable in the second stage, which reflected the uncertainty of customer behavior that beyond prediction. Concluding existing literatures, the number of items per transaction ("ldl") is used to be the primary independent variable in the second stage, with new product launch as control variable. This research finds that "ldl" and its squared item influence purchase uncertainty significantly, especially for epidemic period. Therefore, this research has practical meanings to those culture creative e-commerce firms to seize the opportunities for recovery after epidemic time, as well as theoretical contribution by introducing two-step OLS regression into the study on ecommerce.