Factors Affecting Consumer Online Shopping Behaviour Post COVID-19 Pandemic

Tan, Wei Yong (2022) Factors Affecting Consumer Online Shopping Behaviour Post COVID-19 Pandemic. Masters thesis, Tunku Abdul Rahman University College.

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Abstract

The purpose of this research is to investigate the factors that affecting Consumer Online Shopping Behaviour post Covid-19 pandemic. Since the Covid-19 pandemic has been over but there are most of the consumers have shift their shopping methods from physical to online during the pandemic. Hence, this study provides an understanding in the relationship on the factors such as perceived benefits, perceived usefulness, enjoyment, ease of use and trust can affect consumer online shopping behaviour. Furthermore, there is a lack of studies regarding perceived security in moderating the relationship between trust and consumer online shopping behaviour. Therefore, this research provides an understanding on how perceived security can moderate the relationship between trust and consumer online shopping behaviour. A survey which involves 252 respondents who have experience in online purchasing is being conducted. Data obtained are being analysed using Statistical Package for the Social Sciences (SPSS). The findings of this research revealed that perceived benefits, perceived usefulness, enjoyment, ease of use and trust are found to be the predictors in the consumer online shopping behaviour. There is also perceived security as moderator to moderate the relationship between trust and consumer online shopping behaviour. The findings showed that all the 5 predictors are strongly affecting consumer online shopping behaviour but the moderator perceived security as not contributing a significant moderating effect on the relationship. The results of this study should also be able to offer some guidance to different kinds of sellers on how to improve the way they cater to customers in a marketplace. Vendors will therefore be able to identify fresh prospects for growing sales as well as acquire competitive advantages after the recovered of Covid-19 pandemic. There is also discussion of the research's implications, limitations, and potential future directions