Analyzing factors of influencing consumer behaviour during Covid-19 pandemic outbreak: a case study in Perlis

This study was designed to analyze factors influencing consumer behaviour in Perlis during COVID-19 pandemic outbreak. A sample of 266 civil servants in Perlis answered questions about ICT use, pandemic-related reactions and actions, demographics, and psychosocial factors via an online survey as well as physical questionnaires. The statistical tests that were conducted in this research included demographics via frequency analysis, Cronbach’s Alpha test for the questionnaire reliability, correlation analysis to test the strength of the relationship between variables, and regression analysis for finding the relationship between the mentioned factors with the dependent variable. In this context, the research found that all independent variables namely pandemic outbreak, ecommerce, and ICT applications have positive relationship with consumer behaviour changes during COVID-19. Overall, results are consistent with the idea that technology is a coping tool that shifts the consumer behaviour perspectives and balanced use can lead to feelings of less future anxiety during the pandemic. This study also supports the idea that civil servants economically remain unaffected during a pandemic based on the survey result that shows their tendency to fully utilize e-commerce platforms despite COVID-19. Therefore, the analysis in this research can help authorities to align consumerismrelated policies during pandemics based on consumers’ buying and health considerations through ICT channels in the future.