Impact of Perceived Security, Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on Customers’ Purchase Intent in Online Shopping During the COVID 19 - Pandemic

Abstract

The convenience of purchasing online is rapidly expanding into everyday life. Metro dwellers, whether young and old, utilize ecommerce sites to stock up on necessities on a regular basis. Customers relied heavily on internet retailers to have food, medicine, and other necessities delivered to their homes during the COVID-19 epidemic. Using a questionnaire, the research surveyed 157 young adults at US colleges and universities on their online buying habits and intentions during the COVID-19 epidemic. To identify the underlying factors influencing customers' purchase intentions in online shopping during the COVID-19 pandemic, the study utilized Exploratory Factor Analysis (EFA) (includes, Varimax with KaiserNormalization Rotation Methods and Principal Component Analysis) with the aid of the SPSS software package. Customers' perceptions of the safety, utility, and simplicity of online purchasing were shown to have the most impact on their decisions to buy during the COVID-19 epidemic.After that, an Analysis of Moment Structures was used for route analysis and hypothesis testing(AMOS).According to the results, consumers' "perceived security" has a substantial impact on their propensity to make purchases while shopping online. Customers' purchasing intentions during the COVID-19 epidemic are influenced more by "perceived utility" than by "perceived ease of use,"as measured by standardised regression weight.The study's results will educate online retailers on what influences consumers' decisions to buy and how much weight each factor carries in the online shopping experience. In addition, online retailers may use the study's findings to create marketing campaigns that increase sales and client retention.