Factors Affecting the Online Purchase Intention during COVID-19 Crisis: The Case of Morocco
18 Pages Posted: 23 Nov 2020
Date Written: November 20, 2020
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
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