The study aims to explore the e-commerce industry by focusing on consumer behavior during the initial stage of the Novel Coronavirus (Covid-19) outbreak. We use survey data from 1027 Italian consumers to examine the relations between utilitarian and hedonic motives, trust in online shopping, perceived risk of Covid-19, attitudes, and online shopping behavior employing structural equation modeling. The results show that perceived risk of Covid-19 exerts both a direct and indirect effect on online purchase behavior. Further, we find that utilitarian motives, hedonic motives, and trust have an indirect effect on online purchase behavior through attitudes.
Brave Consumers for a New Digital World: Exploring Online Shopping Motives During Covid-19
Smaldone F.
;Pellicano M.
2021-01-01
Abstract
The study aims to explore the e-commerce industry by focusing on consumer behavior during the initial stage of the Novel Coronavirus (Covid-19) outbreak. We use survey data from 1027 Italian consumers to examine the relations between utilitarian and hedonic motives, trust in online shopping, perceived risk of Covid-19, attitudes, and online shopping behavior employing structural equation modeling. The results show that perceived risk of Covid-19 exerts both a direct and indirect effect on online purchase behavior. Further, we find that utilitarian motives, hedonic motives, and trust have an indirect effect on online purchase behavior through attitudes.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
