Consumer Behavior Towards Online Shopping Post-Pandemic: A Study on the Skin Care Business Industry

This research investigates the shift in consumer behavior towards online skincare product purchases in the post-pandemic era. Using survey data from individuals aged 18 and above, the study examines changes in purchasing frequency before and after COVID-19 and explores the impact of digital marketing and consumer interest in skincare on post-pandemic shopping habits. Statistical analyses, including Pearson correlation and multiple linear regression, reveal a strong positive correlation between online shopping behavior and both marketing influence (r = 0.54, p < 0.01) and interest in skincare (r = 0.48, p < 0.01). The regression model accounts for 73.4% of post-pandemic purchase frequency variance, highlighting the significance of digital engagement in shaping consumer decisions. These findings underscore the necessity for skincare brands to leverage online platforms and targeted marketing strategies to adapt to evolving consumer preferences in a digital-first retail landscape.