Online customer search and buying behaviour in the European airline market

The final two studies examine the impact of the COVID-19 pandemic on consumer behaviour. First, a detailed analysis of website traffic highlights the strong relationship between governmental restrictions and online consumer activities, using the stringency index to quantify the impact of mobility restrictions. Additionally, a statistical changepoint analysis was performed to identify structural breaks in customer activities following key COVID-19 announcements.

This retrospective analysis provides expansive insights into how consumer behaviour shifted during different stages of the pandemic. The findings underscore the significant influence of government responses on online behaviour and emphasise the need for businesses to adapt quickly to external shocks. These insights can help companies be better prepared for future global events, enabling more effective strategic decision-making and operational flexibility.

Overall, this thesis contributes to the development of online customer behaviour research by demonstrating how advanced analytical methods and comprehensive datasets can enhance understanding of customer activities, providing valuable frameworks for both academic research and practical business applications.</p>