Determinants of Purchase Intention in Online Purchasing During the COVID-19 Pandemic in Japan

The COVID-19 pandemic restricts consumer behavior for purchasing at physical stores and pushes to online purchasing. Despite the fact that many consumers have increased to purchase various goods at online malls and online stores, the factors that influence consumers’ purchase intention (PI) under COVID-19 pandemic are not clear. This study examines Japanese consumers’ perceptions toward online purchasing under COVID-19 pandemic and compares both determinant structure before and under the pandemic. This research examines Japanese consumers’ perceptions of online malls and online stores using structural equation modeling (SEM) and the model is based on the extended technology acceptance model (TAM). Our research demonstrates that the frequency of online purchasing has increased under COVID-19 pandemic. This study also reveals that PI on online malls and online stores is determined by perceived usefulness (PU), website quality (WQ), and trust (TR). Although PU and TR have strong effects on PI and WQ has a weak effect before the pandemic, the effect of PU on PI has become weak and WQ has stronger effect on PI than PU during the pandemic. In addition, TR has significant but negative effect on PU. However, the negative effect of TR on PU became weaker during the pandemic. This study provides online stores managers and related stakeholders with significant managerial implications.