Consumers' Online Buying Behaviour during COVID-19 Pandemic Using Structural Equation Modeling

Abstract

Due to the pandemic, businesses turned to alternatives and took up online marketing. E-marketing is a versatile tool for streamlining business processes, reducing managerial costs, reducing turnaround time, maintaining social distance, staying at home, protecting against viruses, and illuminating relationships with customers and business partners. Therefore, this research examined the factors affecting consumers' online purchase behaviour during the COVID-19 pandemic using partial least square structural equation modeling (PLS-SEM). Both quantitative and descriptive analysis methods were used. A standardized questionnaire was used to collect data from a sample of 200 local consumers in Bangladesh. A partial least square structural equation modeling (PLS-SEM) approach was used to evaluate the data and test the hypotheses. PLS-SEM showed that web design, price, administrative and product had a positive and significant relationship with consumers' online buying behaviour during the pandemic. This research adds theoretical contributions by evaluating the changes of consumers’ online buying behaviour during the COVID-19 pandemic.