Browsing or buying: A serial mediation analysis of consumer’s online purchase intentions in times of COVID-19 pandemic

• DOI: 10.3389/fpsyg.2022.1008983
• Publication Date: 2022-10-21T05:39:42Z
• Authors: Hina Yaqub Bhatti; Madiha Bint E. Riaz; Shazia Nauman; Muhammad Ashfaq
• Keywords: Digitization

The role of digitization and globalization have changed consumers’ online buying behaviors, specifically in the times COVID-19 pandemic crisis. This seriously influences retail industry developing countries that are already struggling to move toward digital trading through e-business. Pakistan being a country is no exception, it is, therefore, pertinent examine factors contribute trading. Employing theories reasoned action technology acceptance model, this study aims investigate how personal innovativeness perceived usefulness impact purchase intentions serial mediational model. data were collected an survey from 410 respondents. Structural Equation Modeling (SEM) was used test proposed showed significant results for direct effect on as well indirect via internet browsing attitude purchasing. some important practical implications selling firms, especially COVID-19. suggests retailers should be more responsive aforementioned facilitate consumers spend time browsing, which interest intention make purchases. As social distancing lockdown approaches implemented other parts world, trend purchases has increased. Due shift overall purchasing behavior potential strong growth e-commerce, organizations need consider post-COVID situation expand their business platform addressing future