Changes of online consumer behavior in the fast food market in post- pandemic conditions

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
Ivane Javakhishvili Tbilisi State University Press
The article discusses the characteristics of online consumer behavior of fast food services and products in post-pandemic conditions. The main trends observed in the post-Covid-19 pandemic period are highlighted. Changes in the fast food market under conditions of uncertainty are shown and the increased role of e-commerce websites in the activities of organizations operating in this direction is analyzed. Based on the above, various factors affecting the behavior of online consumers are shown, which in the post-pandemic period influence their purchase decision-making process. The article emphasizes the fact that in the post-pandemic stage, people will more actively purchase fast food products and services through electronic means. That is why the digital marketing strategies selected by leading companies in this direction are discussed in the paper.
1. Abir, T., Husain, T., Waliullah, S. S. A., Yazdani, D. M. N., Salahin, K. F., & Rahman, M. A. (2020). Consumer buying behavior towards e-commerce: A survey study of consumers at a selected online shopping site in Dhaka, Bangladesh. Open Journal of Business and Management, 8(6), 2716-2728. 2. Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer esatisfaction and continued intention to reuse. International Journal of Information Management, 50, 28- 44. 3. Ali, S., Khalid, N., Javed, H. M. U., & Islam, D. M. Z. (2020). Consumer adoption of online food delivery ordering (OFDO) services in Pakistan: The impact of the COVID-19 pandemic situation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 10. 4. Ang, S. H., Leong, S. M., & Kotler, P. (2000). The Asian apocalypse: crisis marketing for consumers and businesses. Long Range Planning, 33(1), 97-119. 5. Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94, 102777. 6. Bucko, J., Kakalejčík, L., & Ferencová, M. (2018). Online shopping: Factors that affect consumer purchasing behaviour. Cogent Business & Management, 5(1), 1535751. 7. Caminiti, S. (2021). Digital payments soared during the pandemic and are here to stay. CNBC. Available from: html (Accessed January 27, 2023). 8. Charlebois, S., Juhasz, M., & Music, J. (2021). Supply chain responsiveness to a (post)-pandemic grocery and food service E-commerce economy: An exploratory Canadian case study. Businesses, 1(2), 72-90. 9. Coskun, M., Saygili, E., & Karahan, M. O. (2022). Exploring Online Payment System Adoption Factors in the Age of COVID-19—Evidence from the Turkish Banking Industry. International Journal of Financial Studies, 10(2), 39. 10. Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal, 15(1), 39-52. 11. Gavilan, D., Balderas-Cejudo, A., Fernández-Lores, S., & Martinez-Navarro, G. (2021). Innovation in online food delivery: Learnings from COVID-19. International journal of gastronomy and food science, 24, 100330. 12. Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281. 13. Jashi, Ch., & Urotadze, E. (2022). Impact of social marketing for changing behavior during the COVID – 19 Pandemic. In Proceedings of the International Scientific Conference „Covid-19 Pandemic and Economics“, Tbilisi, pp. 469-476. 14. Jun, K., Yoon, B., Lee, S., & Lee, D. S. (2022). Factors influencing customer decisions to use online food delivery service during the COVID-19 pandemic. Foods, 11(1), 64. 15. Juniar, A. M., & Uci, J. (2021). Belanja Online di Masa Pandemi Covid-19: Studi Kasus Ibu-ibu Rumah Tangga di Kota Makassar. Emik, 4(1), 37–51. 16. Kimes, S. E. (2011). The current state of online food ordering in the US restaurant industry. Cornell Hospitality Reports, 11(17). 17. Ma, W., Gan, C., Vatsa, P., Yang, W., & Zheng, H. (2022). Factors affecting online shopping frequency: lessons from New Zealand. SN Business & Economics, 2(6), 41. 18. Maingi, K. M., & Obonyo, G. O. (2022). Service Delivery Digitalization as a Tool for COVID-19 Recovery in Fast-Food Restaurants in Nairobi, Kenya. Journal of Hospitality and Tourism, 2(2), 1-23. 19. Maison, D. (2019). The psychological perspective in financial behaviour. The Psychology of Financial Consumer Behavior, 1-49. 20. Matin, A., Khoshtaria, T., & Todua, N. (2021). The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users. International Journal of Marketing, Communication and New Media, 10(18), 88-114. 21. McCrae, R. R., & Costa, P. T. (1987). Validation of the five-factor model of personality across instruments and observers. Journal of personality and social psychology, 52(1), 81. 22. Morales, M. (2021). Post-pandemic consumer behavior towards e-commerce and retail stores in United States. Revista Venezolana de Gerencia, 26(6), 47-64. 23. Nguyen, M. H., Armoogum, J., & Nguyen Thi, B. (2021). Factors affecting the growth of e-shopping over the COVID-19 era in Hanoi, Vietnam. Sustainability, 13(16), 9205. 24. Nielsen (2020). Key Consumer Behaviour Thresholds Identified as the Coronavirus Outbreak Evolves. Available from: as-the-coronavirus-outbreak-evolves-2/ (Accessed January 27, 2023) 25. Pastore, A. (2020). Reports Predict Consumer Behavior in a Post-COVOD-19 World. WWD Busines News. Available from: covid-world-1203562275/ (Accessed January 27, 2023) 26. Reddy, L. S., Ranjith, P. V., Shan, K. S., Qi, L. X., San, K. P., Ying, L. Y., ... & Rani, K. (2022). A Study of Changes in McDonald‘s Consumer Behaviour during Pandemic. Asia Pacific Journal of Management and Education (APJME), 5(3), 103-117. 27. Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID-19 pandemic may change the world of retailing. Journal of retailing, 96(2), 169-171. 28. Sharma, V., & Sonwalkar, J. (2013). Does consumer buying behavior change during economic crisis?. International Journal of Economics & Business Administration, 1(2), 33-48. 29. Sorrentino, A., Leone, D., & Caporuscio, A. (2022). Changes in the post-covid-19 consumers’ behaviors and lifestyle in italy. A disaster management perspective. Italian Journal of Marketing, 2022(1), 87-106. 30. Statista (2022). Online Food Delivery – Worldwide. Available from: (Accessed January 27, 2023) 31. Statista (2023). Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020. Available from: when-shopping-online/ (Accessed January 27, 2023) 32. Sudhakaran, N. (2022). Consumer buying behaviour towards e-commerce during COVID-19. International Journal on Global Business Management & Research, 11(1), 83-89. 33. Svajdova, L. (2021). Consumer Behaviour during Pandemic of COVID-19. Journal of International Business Research and Marketing, 6(3), 34-37. 34. Tao, H., Sun, X., Liu, X., Tian, J., & Zhang, D. (2022). The impact of consumer purchase behavior changes on the business model design of consumer services companies over the course of COVID-19. Frontiers in Psychology, 13. 35. Toast (2023). Best Food Delivery Apps: Top 10 Food Delivery Apps (2023). Available from: (Accessed January 27, 2023) 36. Todua, N., & Gogitidze, N. (2021). Features of the Use of Digital Marketing in the Banking Sector. The New Economist, 16(3/4), 7-15. 37. Todua, N., & Gogitidze, N. (2022). Marketing aspects of the use of digital technologies in Georgian banks. In Proceedings of the 7th International Scientific Conference „Challenges of Globalization in Economics and Business“, Tbilisi, pp. 196-202. 38. Todua, N., Urotadze, E., Khoshtaria, T., & Matin, A. (2021). Impact of Smart Tourism Technologies on Tourists Intention to Travel (Case of Georgia). In Proceedings of the AIRSI2021 International Conference „Technology 4.0 in Tourism, Services & Marketing“, University of Zaragoza (Spain), pp. 220-225. 39. Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287. 40. Veeragandham, M., Patnaik, N., Tiruvaipati, R., & Guruprasad, M. (2020). Consumer buying behaviour towards e-commerce during COVID-19. International Journal of Research in Engineering, Science and Management, 3(9), 78-82. 41. Wisniewski, T. P., Polasik, M., Kotkowski, R., & Moro, A. (2021). Switching from cash to cashless payments during the COVID-19 pandemic and beyond. Available at SSRN 3794790. 42. World Bank (2022). COVID-19 drives global surge in use of digital payments. Available from: payments (Accessed January 27, 2023).
Conference Proceedings: "The World Economy in the Post-Pandemic Period: Implications and Challenges", Tbilisi, 2023, pp. 115-120