Relations between perceived risks and online shopping behavior in COVID-19 epidemic time: online trust as a moderator

نوع المستند : تجاریة کل ما یتعلق بالعلوم التجاریة

المؤلف

كلية إدارة الأعمال ، جـامعة طيبـة، المملكة العربية السعودية

المستخلص

Online shopping behavior is still a discoverable topic, particularly in terms of perceived risks. Coronavirus health risks have a significant impact on human culture, behavior, and decision-making processes. This study attempted to fill that void by looking into the relationship between this element with other factors such as financial risk, non-delivery risk, and online shopping to address the past inconsistent findings. The research also looked at the role of online trust as a moderator. This research was carried out in the Arab world during the coronavirus outbreak when authorities restricted people's movement and interaction. As a result, traditional methods of gathering customer data became extremely difficult. An online survey has been conducted to collect information from 237 customers who shopped online during the crisis. The Partial Least Square technique (Smart PLS 3.0) was utilized for data analysis. The results revealed that financial and non-delivery risks do not affect online shopping. Health risks and online trust have an impact on online shopping. On the other hand, online trust has no moderating effect. Finally, the study provides theoretical and managerial implications, along with future recommendations.

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