o:28682 Uticaj pandemije KOVID-19 u Republici Srbiji na kupovne odluke potrošača u e-trgovini The imapct of e-commerce on consumer decisions caused by the COVID-19 pandemic in the Republic of Serbia sr APSTRAKT: Uticaj pandemije Kovid-19 (COVID-19) odrazio se na promene u ponašanju potrošača prilikom kupovine. Prilagođavanje novonastaloj situaciji i traženje rešenja za opstanak u svakom smislu, bilo je neizbežno. Pod uticajem Kovid-19, došlo je do poremećaja u lancima snabdevanja. Blaga nestabilnost u snabdevanju prodavnica u Srbiji, mada daleko manje nego u drugim zemljama, a zatim i vanredno stanje izazvano pandemijom Ko- vid-19, zatvorene prodavnice i nemogućnost kupovine, uslovilo je preteranu zabrinutost i paniku potrošača. Usledilo je gomilanje zaliha nepotrebnih proizvoda zbog bojazni da će nove mere biti donete. Ovakvo stanje dovelo je do promene navika u ponašanju potrošača tokom kupovine, pa je značajno istražiti uticaj COVID-19 na promene navika potrošača u odnosu na period pre pandemije COVID-19. Prikazani su rezultati istraživanja na osnovu onlajn uzorka od 179 ispitanika. ABSTRACT: Impact of Covid-19 pandemic has been reflected in the changes of consumers’ behavior during purchase. Addapting to newly created situation and searching for a solution for survival in any sense of the word was unavoidable. There was a disruption in the sup- ply chains under the impact of Covid-19. Moderate instability in the supply of stores in Serbia, although far less than in other countries, and then the state of emergency caused by the Covid-19 pandemic, closed shops and impossibility of buying, caused by the pandemic Covid-19, has brought about an excessive concern and panic of consum- ers. This was followed by the stockpiling of unnecessary products due to fears that the new measures will be adopted. This situation has led to a change consumers’ shopping behavior, so it is important to investigate the impact of COVID-19 on the changes in consumers’pattern of behavior in relation to the period prior to the COVID-19 pandemic. The results of the research based on an online sample of 179 respondents are presented. KLJUČNE REČI: KOVID-19, E-TRGOVINA, POTROŠAČI, KUPOVINA KEYWORDS: COVID-19, E-TRADE, CONSUMERS, PURCHASE 1552099 10.54318/eip.2021.mk.308 1552101 2217-6217 2023-04-07T11:25:06.596Z 44 no 46 Marija Kovačević Goran Petković Univerzitet u Beogradu Ekonomski fakultet person 12635751 0000-0001-7304-9751 application/pdf 255093 https://phaidrabg.bg.ac.rs/o:28682 no yes 1 70 92000001 11A03 Ekonomske ideje i praksa 43 31 43 2021