Author:
Polas Mohammad Rashed Hasan,Tabash Mosab I.,Afshar Jahanshahi Asghar,Ahamed Bulbul
Abstract
Purpose
This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model.
Design/methodology/approach
Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools.
Findings
The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase.
Practical implications
The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic.
Originality/value
In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.
Subject
Business and International Management,Management of Technology and Innovation
Reference183 articles.
1. Customers attitude towards E-commerce in Bangladesh: an empirical study on some selected B2C E-commerce sites;Journal of Business and Technology (Dhaka),2015
2. A study on the factors affecting consumer buying behavior towards online shopping in Pakistan;Journal of Asian Business Strategy,2017
3. Buying behavior under coronavirus disease (COVID-19) pandemic situation: a online perspective case in Bangladeshi shoppers;Chinese Business Review,2020
4. The influences of board of directors and management in Shariah governance guidelines of the Islamic banks in Bangladesh;Journal of Islamic Accounting and Business Research,2020
5. The effect of atmosphere and layout design of online stores on online impulse buying behavior of customers;Asian Journal of Research in Marketing,2018
Cited by
4 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献