Factors Affecting the Online Purchase Intention during COVID-19 Crisis: The Case of Morocco

18 Pages Posted: 23 Nov 2020

See all articles by Asmaa Ait Youssef

Asmaa Ait Youssef

University Hassan II of Casablanca - School of Law and Economics

Mouna Jaafari

University Hassan II of Casablanca - School of Law and Economics

Lhacen Belhcen

School of Law and Economics Ain Chock Hassan II University

Date Written: November 20, 2020

Abstract

During the health crisis, governments took safety measures to prevent the widespread of COVID-19. This resulted in a shift in customer behavior towards daily activities and created an opportunity for online businesses. This research aims at building an understanding of the factors affecting the online purchase intention during a health crisis and specifically during the period of COVID-19 in Morocco. An extended model of Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and structural assurance would be in a more comprehensive manner to understand the behavioral intention of online shopping. Furthermore, a sample survey is used to empirically examine this framework. The results show that all variables are significantly impactful of the customer’s intention to use online shopping during COVID-19 crisis.

Keywords: Electronic commerce, Online purchase intention, TAM, TPB, Structural assurance, COVID-19 crisis

Suggested Citation

Ait Youssef, Asmaa and Jaafari, Mouna and Belhcen, Lhacen, Factors Affecting the Online Purchase Intention during COVID-19 Crisis: The Case of Morocco (November 20, 2020). Available at SSRN: https://ssrn.com/abstract=3734389 or http://dx.doi.org/10.2139/ssrn.3734389

Asmaa Ait Youssef (Contact Author)

University Hassan II of Casablanca - School of Law and Economics ( email )

Casablanca
Casablanca, 20252
Morocco

Mouna Jaafari

University Hassan II of Casablanca - School of Law and Economics ( email )

Casablanca
Casablanca, 20252
Morocco

Lhacen Belhcen

School of Law and Economics Ain Chock Hassan II University ( email )

Morocco

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