Evidence of the time-varying impacts of the COVID-19 pandemic on online search activities relating to shopping products in South Korea

The COVID-19 pandemic has changed the level of the received risk of the public and their social behavior patterns since 2020. This study aims to investigate temporal changes of online search activities of the public about shopping products, harnessing the NAVER DataLab Shopping Insight (NDLSI) data (weekly online search activity volumes about +1,800 shopping products) over 2017–2021. This study conducts the singular value decomposition (SVD) analysis of the NDLSI data to extract the major principal components of online search activity volumes about shopping products. Before the pandemic, the NDLSI data shows that the first principal mode (15% of variance explained) is strongly associated with an increasing trend of search activity volumes relating to shopping products. The second principal mode (10%) is strongly associated with the seasonality of monthly temperature, but in advance of four weeks. After removing the increasing trend and seasonality in the NDLSI data, the first major mode (27%) is related to the multiple waves of the new confirm cases of corona virus variants. Generally, life/health, digital/home appliance, food, childbirth/childcare shopping products are associated with the waves of the COVID-19 pandemic. While search activities for 241 shopping products are associated with the new confirmed cases of corona virus variants after the first wave, 124 and 190 shopping products are associated after the second and third waves. These changes of the public interest in online shopping products are strongly associated with changes in the COVID-19 prevention policies and risk of being exposed to the corona virus variants. This study highlights the need to better understand changes in social behavior patterns, including but not limited to e-commerce activities, for the next pandemic preparation.

Jiam Song, Kwangmin Jung, Jonghun Kam