Consumers' Online Buying Behaviour during COVID-19 Pandemic Using Structural Equation Modeling

Abstract

Due to the pandemic, businesses turned to alternatives and took up online marketing. E-marketing is a versatile tool for streamlining business processes, reducing managerial costs, reducing turnaround time, maintaining social distance, staying at home, protecting against viruses, and illuminating relationships with customers and business partners. Therefore, this research examined the factors affecting consumers' online purchase behaviour during the COVID-19 pandemic using partial least square structural equation modeling (PLS-SEM). Both quantitative and descriptive analysis methods were used. A standardized questionnaire was used to collect data from a sample of 200 local consumers in Bangladesh. A partial least square structural equation modeling (PLS-SEM) approach was used to evaluate the data and test the hypotheses. PLS-SEM showed that web design, price, administrative and product had a positive and significant relationship with consumers' online buying behaviour during the pandemic. This research adds theoretical contributions by evaluating the changes of consumers’ online buying behaviour during the COVID-19 pandemic.

Business strategic insight: understanding the impact of perceived value and impulsiveness on consumer response in global mobile shopping

“…Hence, the PLS-SEM was deemed appropriate because of the model's limited sample size and complexity. PLS-SEM is widely accepted and used by numerous researchers in diverse areas (Al-Muttar et al, 2022;Alfayad, 2021;Almoussawi et al, 2022;Alyahya and Bhatti, 2022;Ameer and Garg, 2022;Anggusti, 2022;Azizah, 2021;Bhatti et al, 2022;Chidambaram et al, 2021;Duong and Hai Thi Thanh, 2022;Hossain et al, 2022;Khalil et al, 2022;Kuo et al, 2021;Olaleye et al, 2021;Ruan and Liu, 2021;Satria et al, 2022;Van Loi, 2022;Wang et al, 2021). SEM, which involves measurement and structural models, was used to examine the hypothesized relationships between the constructs.…”

Drivers and Barriers Influencing Consumers' Intention to Purchase Cosmetics With Refillable Packaging

“…Also, consumer concern about greenwashing and distrust of the influencer forms one of the purchasing intention barriers. According to trust‐based marketing theory, being honest and open is the best way to build consumer trust and create customer loyalty [163, 164]. Based on the theory, cosmetics companies should reduce greenwashing practices and choose reliable and industry‐expert influencers in order to increase trust.…”

“…Also, consumer concern about greenwashing and distrust of the influencer forms one of the purchasing intention barriers. According to trustbased marketing theory, being honest and open is the best way to build consumer trust and create customer loyalty [163,164].…”

Nexus among green intellectual capital, green information systems, green management initiatives and sustainable performance: a mediated-moderated perspective

“…Additionally, researchers argued that PLS-SEM is more appropriate than SEM when the data is not normal, the data includes higher order constructs, the study has continuous moderators, and the purpose is explanation and prediction (Hair et al, 2017;Hair et al, 2019). PLS-SEM is widely accepted and used by several researchers in different areas (Ferraris et al, 2019(Ferraris et al, , 2020Hossain et al, 2022) (see Figure 1). The measurement (outer) and structural (inner) models are included in PLS-SEM, and the framework includes first-order and second-order constructs.…”