THE IMPACT OF THE COVID-19 PANDEMIC ON CONSUMERS’ ONLINE SHOPPING BEHAVIOUR – AN EMPIRICAL MODEL

Abstract

The goal of this study is to examine how the COVID-19 pandemic has affected people’s internet buying habits. The research introduces a model which includes perceived benefits, attitude, and loyalty to investigate their impact on consumers’ intentions to continue using online shopping. Targeting internet shoppers, an online survey was used, with a sample of 338 respondents. The research model’s theorized relationships were tested using exploratory and confirmatory factor analyses, structural equation modelling, and a mediation analysis. All the proposed hypotheses were supported. Consequently, the results contribute to the understanding of online consumer behaviour, offering a new framework for establishing practical marketing strategies.