Section B

Question 5

Coronavirus presents a number of challenges to marketing and policy makers. As consumers take protective actions against the virus, their health/financial concerns and behavioural adjustments will continue to have an enormous social and economic impact. In affected areas, we are already observing drastic changes in consumer behaviour such as bulk-buying, a surge in low contact commerce, and crowd avoidance. Coronavirus has caused upheaval, creating unstable environments around the world. As the disease spreads, so does instability with other areas becoming uncertain, subject to change and operating without familiar context and predictable patterns. People are adapting to their changing, unstable environments and making different decisions. Previous studies also portray elements that drive behaviour and behavioural change, especially to online shopping. This study therefore aims to examine the relationship between Compulsive buying, Motives, Perceived Risks of customers and their Behavior Intention in the context of online shopping.

You are required to develop a research proposal for this research and write a report. The report should address all the elements identified above and be structured accordingly. Information presented must be based on review of the current body of literature, which means that you are required to include a reference list of at least 10 references (at least 8 being academic references, as well as authoritative statistics and reports from industry or government). This is a minimum requirement and more are recommended. These references should be as current as possible (i.e. within the last 10 years, and preferably within the last 5 years). Data available in the public domain can also be used, such as reliable on-line sources (i.e. local government newsletters, published destination information.).

The proposal should cover the following:

• Aims of the Research

• Contribution to Knowledge and Statement of Significance

• Literature Review

• Conceptual Framework and Hypotheses development

• Methodology