Reading Behaviour In The Digital Age: Impact Of Covid-19 On Consumer Behaviour

People's lives have been significantly affected by the Covid-19 pandemic, including their shopping behaviour. The authors of the article characterized the individual generations, their shopping behaviour and their relationship to reading and buying books with a focus on e-books. Due to the significant change to the online environment, there may be a presumption that the current situation has an impact on the reading of e-books across all generations. The aim of the research was to find out what effect the pandemic has on the reading and purchasing of e-books and how consumers behave, what their consumer habits are and what influences their shopping behaviour. The paper publishes the results of research conducted by electronic surveying on a sample of 658 respondents. The results showed that the generation influences the purchase of e-books during the Covid-19 pandemic, while respondents prefer to shop in domestic e-shops. The results of the research will be offered to publishers to be able to adapt their marketing strategy and respond to the changes that the current Covid era brings. The research was carried out in Slovakia, in the following period the authors will focus their attention on the countries of Central Europe.