What motivates customers to repurchase online under social distancing?

Abstract

Global e-commerce is growing rapidly during the COVID pandemic. Previous research on customers' online shopping decisions rarely considered social distancing. To investigate customers' continued intention toward online purchases while socially isolated, we propose a framework based on the UTAUT model. A survey of 330 valid samples was collected through an online survey among internet users during a period of social distancing in Indonesia. Hypotheses were validated using a structural equation modeling approach. The results showed that social contingency is the most influential factor on customers' intention to repurchase online under social restriction conditions, followed by customer perceived value and other significant factors. The findings contribute to providing a new understanding of customers' online repurchase intentions when they are in a contingency situation.