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Investigation of Consumer Intention toward Online Shopping During Covid-19 Pandemic |
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PP: 2035-2051 |
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doi:10.18576/isl/110617
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Author(s) |
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A. M. Murad,
A. A. Irsheid,
M. A. Najdawi,
L. A. Anaya,
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Abstract |
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| This study aims to explore the factors affecting the consumer intention toward online shopping during the Covid-19 pandemic, by examining 8 factors, the Perceived Lack of Alternatives, Perceived External Pressure, and Perceived Controlled Behavior on consumer Intention, and Perceived Usefulness, Perceived Ease of Use, Perceived Risk and Subjective Norm on consumer intention with a mediating effect of consumer Attitude. Online questionnaire had been built to evaluate all variables in the conceptual model, and snowball sampling technique had been applied. A total of 817 participants has responded to the questionnaire, all from Jordan with a mix of different educational backgrounds, ages, gender, marital status and financial income. Confirmatory factor analysis, multi-regression and path analysis was run using AMOS 26.0, and frequencies statistics has been done using SPSS 26.0. This study data analysis revealed that Perceived Lack of Alternatives and Perceived External Pressure has no significant impact on consumer intention, whereas Perceived controlled behavior found to have a significant influence on consumer intention. The results also revealed that Perceived Usefulness, Perceived Ease of Use, Perceived Risk and Subjective Norm has significant influence on consumer intention with a mediating effect of consumer Attitude. Understanding consumer behavior during Covid-19 could reveal insights for customers’ intention toward online shopping after the pandemic. This research has developed an integrated model to show the factors that determine the customers’ intention for online shopping. These factors can help the retailers to adopt the new norm of life after the Covid-19 pandemic and allocate investments to transform their traditional business models and switch to online shopping platforms.
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