Dynamics of E-Commerce Marketplace Websites: Shift in Covid-19 Pandemic

Abstract

This study investigates the relations between variables of e-commerce marketplace websites and the effect of the Covid-19 pandemic on those relations. Based on the secondary data of 16 e-commerce marketplace websites for different periods of the Covid-19 pandemic (February-May-October 2020), a model and hypotheses were tested with canonical correlation analysis. It was found that there is a strong relationship between the independent variable set (website technical features, access to the website, and social media usage) and the dependent variable set (website usage statistics), and this relationship has been repeatedly found in different months. Besides, it is seen that different website features emerged and the relationship structure between variables changed in the months examined.