Enhancing adaptation of digital entrepreneurship to consumers’ online purchasing in the COVID-19 pandemic era

Abstract

This study focused on enhancing the adaptation of digital entrepreneurship to benefit from consumers’ shift to online purchasing in the COVID-19 pandemic era. It aimed to identify the readiness and ability of digital entrepreneurs, especially small ones, to deal with customers’ shift to online purchasing. It also aimed to determine the means and mechanisms that enable digital entrepreneurs to digitally adapt to take advantage of this opportunity. An electronic questionnaire was distributed to the study sample to collect the necessary data to test the study's hypotheses. The focus of the study was on the Kingdom of Saudi Arabia, that reached 384. And the study uses multiple regression analysis to test this hypothesis. The study concluded that digital entrepreneurs could adapt digitally by targeting customers properly and digitally engaging customers to establish an interaction with them, which is one of the most important foundations of digital business activities. They can also adapt digitally through search engine optimisation; adaptation to smartphones, one of the basics of digital adaptation in digital entrepreneurship; and shifting from the traditional supply chain to the digital value chain.

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