Influence of COVID-19 Situation on Online Repurchase Intention and Attitude Toward Online Purchasing: Moderating Role of Socio-Demographic Characteristics

Abstract

Motivation: The COVID pandemic has significantly increased online transactions. Numerous consumers have moved toward online ordering because of the risk of potential health hazards associated with the COVID pandemic. Rapid change also appeared in the e-commerce transaction volume and nature in developing countries due to the influence of the pandemic. Research Question: This study aims to investigate the impact of situational influence of the COVID pandemic on online repurchase intention and attitude toward online shopping. Moreover, the study has investigated the moderating influence of socio-demographic characteristics between the situational influence of the COVID pandemic and online repurchase intention. In addition, the moderating influence of socio-demographic characteristics has also been explored between attitude and repurchase intentions. The differential effect of gender on online repurchase intention has been examined. Data: Data have been collected from 721 consumers of e-commerce firms in Bangladesh. Tools: Cronbach Alpha values and factor loadings have been used to verify the measurement scales’ reliability and validity. The common
method bias problem has been checked through Harman’s single-factor score method. The hypotheses of the study have been tested through multiple regression analysis, two independent sample t-tests, and the Hayes process macro method. Findings: The findings show that the COVID pandemic situation has a significant influence on online repurchase intention and attitude toward online shopping. Age level and Internet experience moderate the influence of the COVID pandemic situation on online repurchase intention.