Veronika Keller, Péter Huszka
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A kvantitativ kutatas soran felteteleztuk, hogy elterő vasarlasi szokasaik vannak azoknak, akik a pandemias időszakban kevesebbszer jarnak elelmiszert vasarolni (megijedtek a virustol), mint azoknak, akik kevesbe tartanak a virustol. Akik kevesebbszer jarnak vasarolni a pandemias helyzetben, a virus előtt gyakrabban vasaroltak, mint azok, akik nem valtoztattak a szokasaikon. A kulonboző uzleteket ugyanolyan gyakorisaggal latogattak azok, akiknek megvaltozott az elelmiszer-vasarlasi szokasa, es akiknek nem. A kereslet egyertelműen a tartos elelmiszerek irant nőtt meg a hazai vasarlok koreben, kulonosen a jarvanytol felők es emiatt ritkabban boltba jaroknal. A virustol felők es emiatt kevesebbszer vasarlok fogekonyabbak az online vasarlas kiprobalasara. Az eredmenyek azt is mutattak, hogy akik nem valtoztattak elelmiszer-vasarlasi szokasaikon, nem is felnek a virustol, illetve annak hatasaitol. Az empirikus kutatas nem torekedett reprezentativitasra, de a bemutatott eredmenyek jol illusztraljak azokat a korulmenyeket, amelyek 2020-ban mind Magyarorszagon, mind vilagviszonylatban jellemezhettek a fogyasztasi es vasarlasi szokasokat. Empirikus kutatasunk ravilagitott a koronavirus tarsadalmi-gazdasagi hatasaira, kulonosen a megvaltozott elelmiszer-vasarlasi szokasokra. Az online kereskedelem terhoditasa mellett a fogyasztok ovatosabbak, tudatosabbak lettek. Az online elelmiszer-vasarlas olyan altalanos trend, amely hazankba is begyűrűzott, es ezt a pandemias helyzet tovabb fokozta. A vasarloi tudatossag fokozodasa miatt a kereskedelmi uzletek olyan digitalis megoldasokkal (applikacio fejlesztese, online bevasarlolista, webshop stb.) allnak elő, amelyek ezt a folyamatot meg inkabb elősegitik. Ugyanakkor ugy gondoljuk, hogy ezek nem valnak altalanosan elterjedtte, a magyar lakossag tovabbra is ragaszkodik a fizikai uzletekhez es vasarlashoz. ---------- The aim of this study is to explore the changing consumer and shopping behavior due to the pandemic situation relying on secondary and primary research. In the literature review the authors summarize the virus and the pandemic situation and illustrate the effects with different statistical data, especially economic data and online shopping data. Relying on the secondary data it can be stated that the stay-at home movement due to the spread of the virus has changed food purchasing habits. All around the world people started to panic shop and there was a newfound interest in online food shopping. In order to highlight the changes of purchasing behavior the authors conducted a quantitative study. An online survey in October 2020 was carried out to explore the basic changes in food purchasing behavior. 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引用次数: 3

摘要

作者认为,由于匈牙利消费者坚持进行传统的“实体”购物,网上食品购物并没有成为匈牙利消费者普遍的食品购买方式。由于消费者意识的提高,零售商提供了这样的数字解决方案(开发应用程序、在线购物清单、网上商店等),使这一过程更加激烈。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Élelmiszer-vásárlási szokások a koronavírusjárvány második hullámában
Jelen kutatas legfőbb celkitűzese az elelmiszer-vasarlasi szokasok pandemias helyzetben valo megvaltozasanak felterkepezese volt szekunder es primer kutatas segitsegevel. A szakirodalmi reszben bemutatjuk a jarvanyt, annak tarsadalmi hatasait, illetve az elelmiszer-vasarlasra gyakorolt hatasat. A szekunder adatok azt mutatjak, hogy a virus tombolasa miatti kenyszerű otthonlet megvaltoztatta az emberek elelmiszervasarlasi szokasait. Vilagszerte panikszerű felvasarlasok kezdődtek az uzletekben, megnovekedett az erdeklődes az online elelmiszer-vasarlas irant. A megvaltozott fogyasztoi, vasarloi szokasok feltarasa erdekeben kvantitativ kutatast vegeztunk, 2020 oktobereben online onkitoltős kerdőiv kereteben vizsgaltuk a valaszadok elelmiszer-vasarlasi szokasainak valtozasat. A kvantitativ kutatas soran felteteleztuk, hogy elterő vasarlasi szokasaik vannak azoknak, akik a pandemias időszakban kevesebbszer jarnak elelmiszert vasarolni (megijedtek a virustol), mint azoknak, akik kevesbe tartanak a virustol. Akik kevesebbszer jarnak vasarolni a pandemias helyzetben, a virus előtt gyakrabban vasaroltak, mint azok, akik nem valtoztattak a szokasaikon. A kulonboző uzleteket ugyanolyan gyakorisaggal latogattak azok, akiknek megvaltozott az elelmiszer-vasarlasi szokasa, es akiknek nem. A kereslet egyertelműen a tartos elelmiszerek irant nőtt meg a hazai vasarlok koreben, kulonosen a jarvanytol felők es emiatt ritkabban boltba jaroknal. A virustol felők es emiatt kevesebbszer vasarlok fogekonyabbak az online vasarlas kiprobalasara. Az eredmenyek azt is mutattak, hogy akik nem valtoztattak elelmiszer-vasarlasi szokasaikon, nem is felnek a virustol, illetve annak hatasaitol. Az empirikus kutatas nem torekedett reprezentativitasra, de a bemutatott eredmenyek jol illusztraljak azokat a korulmenyeket, amelyek 2020-ban mind Magyarorszagon, mind vilagviszonylatban jellemezhettek a fogyasztasi es vasarlasi szokasokat. Empirikus kutatasunk ravilagitott a koronavirus tarsadalmi-gazdasagi hatasaira, kulonosen a megvaltozott elelmiszer-vasarlasi szokasokra. Az online kereskedelem terhoditasa mellett a fogyasztok ovatosabbak, tudatosabbak lettek. Az online elelmiszer-vasarlas olyan altalanos trend, amely hazankba is begyűrűzott, es ezt a pandemias helyzet tovabb fokozta. A vasarloi tudatossag fokozodasa miatt a kereskedelmi uzletek olyan digitalis megoldasokkal (applikacio fejlesztese, online bevasarlolista, webshop stb.) allnak elő, amelyek ezt a folyamatot meg inkabb elősegitik. Ugyanakkor ugy gondoljuk, hogy ezek nem valnak altalanosan elterjedtte, a magyar lakossag tovabbra is ragaszkodik a fizikai uzletekhez es vasarlashoz. ---------- The aim of this study is to explore the changing consumer and shopping behavior due to the pandemic situation relying on secondary and primary research. In the literature review the authors summarize the virus and the pandemic situation and illustrate the effects with different statistical data, especially economic data and online shopping data. Relying on the secondary data it can be stated that the stay-at home movement due to the spread of the virus has changed food purchasing habits. All around the world people started to panic shop and there was a newfound interest in online food shopping. In order to highlight the changes of purchasing behavior the authors conducted a quantitative study. An online survey in October 2020 was carried out to explore the basic changes in food purchasing behavior. In our quantitative study we supposed that there are two consumer groups, namely those who visit shop less often due to the pandemic i.e., they are afraid of the virus and those who have not changed their shopping habits that is they are not afraid of the pandemic. The different types of grocery stores are visited at the same frequency among those who have not changed their purchasing behavior, and are visited with less frequency among those who have changed their purchasing behavior. The demand for nonperishable food has increased among Hungarian consumers. Those who are afraid of the virus and thus visit shops rarely are more prone to shop online shop. Relying on the results of our empirical research it can be stated that customers who have not changed their shopping habits are not really afraid of the virus and its effects. This empirical research is not a representative one, however, the results interpreted in the paper illustrate the changing food purchasing behavior due to current situation and circumstances both in Hungary and globally. Our empirical study highlighted the social and economic effects of coronavirus, especially the changing food shopping habits. Beyond the popularity of online shopping customers have become more cautious and conscious. Online food shopping is a general global trend which has appeared in Hungary, too, and attributes are becoming more intense due to the pandemic. The authors think that online food shopping is not becoming the general food purchasing method among Hungarian customers since they persist to carry out traditional “physical” shopping. Due to the increase of customer consciousness retailers offer such digital solutions (development of applications, online shopping lists, web shops, etc.) that make this process more intense.
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