코로나19 이후 온라인쇼핑 상품군 거래의 구조적 변화에 관한 연구

Purpose The purpose of this study is to examine the short-term impacts of the COVID-19 pandemic—a unique and extraordinary event—on online shopping transactions, and to investigate the persistence of these changes in the post-COVID-19 period as well as the resulting structural shifts in transaction patterns. Design/methodology/approach This study analyzes data from the ‘Online Shopping Trend Survey’ published by Statistics Korea, covering the period from 2017 to 2024. The analysis categorizes this timeframe into three distinct phases: pre-COVID-19, during COVID-19, and post-COVID-19. It examines changes in transaction volumes and trends across these periods to assess the impact of the pandemic and the potential for structural transformations within the e-commerce sector. Findings This study empirically examines the impact of the COVID-19 pandemic as an exogenous shock on structural changes in online shopping transactions. The results show that product categories such as food services, agricultural and marine products, automobiles, and food and beverages underwent structural shifts driven by changes in consumer behavior and digital transformation, rather than temporary pandemic effects.