Impact of COVID-19 on Consumer Buying Behaviour Towards Online and Offline Shopping in South Asian Countries : A Review, Synthesis and Conceptual Framework

Purpose: The study's major goal is to determine the impact of covid 19 and identify the factors which influence consumer online and offline buying behaviour in South Asian nations during the Covid 19 crisis.Design/methodology/approach: To achieve the goals, a review of conceptual and empirical studies on consumer buying behaviour toward online and offline shopping was conducted. A term-based search technique was used to perform the literature evaluation, which was limited to a certain time period and specific internet databases. Following a thorough assessment of the literature, 90 publications were selected as being relevant. Based on similarities and patterns, the variables that impact customers' online and physical purchase intents were grouped together. The study uses narrative examples from the empirical review to explain and elaborate on the elements of the conceptual framework.Findings: During the Covid 19 crisis in South Asian countries, the article offers a conceptual framework for analysing the factors that impact purchase behaviour toward online and offline shopping. The study reveal that during the Covid 19 crisis, a number of major variables, related to online and offline shopping affected buying behaviour in South Asian nations.Research limitations/implications: The main limitation is that this study is conceptual in nature, with no empirical validation of the link between variables. Because of the term-based search method used, the number of articles identified is restricted. In addition, the selected framework needs a corresponding assignment to a well-defined topic, which is not always accessible.Future Direction: It would be interesting to see if the variables stated above were to be looked into more in the future. Further study might help to demonstrate a link between the aforementioned variables and give empirical evidence for future research topics.Originality/value: This study is noteworthy because it looks at the factors that impacted customer buying behaviour both online and offline in South Asian countries during the Covid 19 crisis. This is the first thorough analysis of data that includes both online and offline consumer purchase behaviour in South Asian nations, as far as the author is aware. It not only collects consumer purchasing behaviour literature, but it also analyses significant gaps in the field, enabling for more effective future research