Using 530 responses from an online questionnaire, this study aims to investigate the transition from physical to online shopping alternatives during the first wave of the COVID-19 pandemic at the individual level. The focus areas of the study are Sweden and Italy, two European countries that implemented contrasting prevention measures. This study analyses the impacts of the pandemic on the transition to online shopping activities, and identifies who among the respondents changed their shopping behaviour the most and how; and what the different shopping strategies are and who adopted them. Multivariate statistical analyses, including linear and binary logistic regressions and multinomial logit models, were used to analyse the dataset. In the analysis, the dataset was split between Italy and Sweden to take into account the contrasting prevention measures and the different social and economic backgrounds of the two countries; the results of this study confirm and highlight these differences. Moreover, the socio-demographic and household structures of the respondents were found to influence the amount and the direction of change in shopping behaviour during the first wave of the pandemic. The study also indicates some policies that can be implemented and/or further strengthened to increase the resilience of citizens in facing pandemics and to derive benefit from the behavioural changes that took place during the first wave of the pandemic.

本研究使用来自在线问卷的 530 份回复，旨在调查在个人层面的第一波 COVID-19 大流行期间从实体购物替代品到在线购物替代品的转变。该研究的重点领域是瑞典和意大利，这两个欧洲国家实施了截然不同的预防措施。这项研究分析了大流行对向在线购物活动过渡的影响，并确定了受访者中谁改变了他们的购物行为最多以及如何改变；以及不同的购物策略是什么以及谁采用了它们。多元统计分析，包括线性和二元逻辑回归和多项逻辑模型，被用来分析数据集。在分析中，考虑到两国不同的预防措施和不同的社会和经济背景，数据集在意大利和瑞典之间分开；这项研究的结果证实并强调了这些差异。此外，研究发现，受访者的社会人口结构和家庭结构会影响第一波大流行期间购物行为变化的数量和方向。该研究还表明，可以实施和/或进一步加强一些政策，以提高公民面对流行病的韧性，并从第一波流行病期间发生的行为变化中获益。调查发现，受访者的社会人口结构和家庭结构会影响第一波大流行期间购物行为变化的数量和方向。该研究还表明，可以实施和/或进一步加强一些政策，以提高公民面对流行病的韧性，并从第一波流行病期间发生的行为变化中获益。调查发现，受访者的社会人口结构和家庭结构会影响第一波大流行期间购物行为变化的数量和方向。该研究还表明，可以实施和/或进一步加强一些政策，以提高公民面对流行病的韧性，并从第一波流行病期间发生的行为变化中获益。