后疫情时期消费者网购行为意愿

IF 8.6 2区 管理学 Q1 BUSINESS
Sabiha Khatoon, Imran Anwar, Mushahid Ali Shamsi, Asiya Chaudhary
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引用次数: 0

摘要

传染性COVID-19一夜之间改变了世界,冻结了所有的体力活动,迫使大多数人进入在线模式。技术成为缓解新冠肺炎对经济影响的救星,导致消费者行为迅速转变,全球电子商务销售额整体跃升。本文旨在探讨引起消费者网上购物行为态度和意向转变的因素。本研究整合了TPB和UTAUT模型,并增加了感知风险(PR)和感知收益(PB)两个变量来预测消费者的BITOS。采用商场截距抽样法,对印度阿里加尔市和国家首都地区402名消费者进行抽样调查。利用Smart-PLS软件对数据进行分析,建立测量模型,并对假设的结构模型进行检验。研究结果证实,主观社会规范、感知易用性和感知有用性对AT和BITOS有正向影响,而PR对AT和BITOS没有影响。研究还表明,AT对BITOS有积极作用。对于AT,它不作为PR与BITOS之间关系的中介;然而,它在直接链接PB和BITOS之间进行调解,使其更强。这项研究的结果有助于电子商务行业了解消费者转变的态度/意图,并调整他们的策略,进一步加强他们的网上业务。尽管存在区域和设计上的局限性,但它对当前关于COVID-19期间印度在线购物行为的研究做出了重大贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumers' behavioral intention toward online shopping in the post-COVID-19 period

Infectious COVID-19 transformed the world overnight, freezing all physical activities and forcing the majority toward online mode. Technology came up as a savior to alleviate the consequences of COVID-19 on the economy, causing a rapid transformation in consumers' behavior, and an overall jump in the sale of e-commerce could be witnessed globally. This paper aims to explore the factors that caused the transformation in consumers' behavioral attitude (AT) and intention toward online shopping (BITOS). The study integrates the TPB and UTAUT models while adding two additional variables, namely, perceived risks (PR) and perceived benefits (PB), to predict consumers' BITOS. A survey was conducted to collect a sample of 402 consumers Aligarh city, and the National Capital Region of India using the mall intercept sampling method. The data were analysed to establish the measurement model and test the hypothesized structural model with the Smart-PLS software. The study's findings confirmed that PB, subjective social norms, perceived ease of use, and perceived usefulness positively affect AT and BITOS, whereas PR does not influence AT and BITOS. The study also indicated that AT has a positive effect on BITOS. Concerning AT, it does not mediate the relationship between PR and BITOS; however, it mediates between the direct link PB and BITOS, making it stronger. The study's findings help the E-commerce industry understand consumers' transformed attitudes/intentions and restructure their strategies to strengthen their online business further. Despite its regional and design limitations, it contributes significantly to the current research on online shopping behavior in India during COVID-19.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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