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IJSTR >> Volume 9 - Issue 7, July 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Effect Of COVID-19 On Consumer Behaviour In Saudi Arabia: Switching From Brick And Mortar Stores To E-Commerce

[Full Text]



Mohamed Ahmed Salem, Khalil Md Nor



COVID-19, Coronavirus, e-commerce, Saudi Arabia, technology adoption, Technology Acceptance Model (TAM), Theory of planned behaviour (TPB).



Individuals’ adoption has been reckoned as an important indicator of the success of new technology. Hence, it is crucial to identify the reasons why individuals choose to use or not to use a particular technology. Understanding one’s behaviour towards accepting or rejecting technologies has been proven as one of the most challenging issues within the information systems (IS) domain, not to mention during exceptional circumstances, such as during pandemic times. As such, this study empirically assessed the factors that affect consumers’ intention to adopt e-commerce during Coronavirus Disease 2019 (COVID-19) in Saudi Arabia. The 10 factors examined in this study are perceived usefulness (PU), perceived ease of use (PEOU), subjective norms (SN), perceived behavioural control (PBC), perceived lack of alternatives, perceived risk, perceived punishable infractions, risk-taking propensity, perceived external pressure, and government support. Data were collected online among social media users by employing the snowball sampling technique. A total of 190 valid responses were obtained. The data analysis showed that PU, risk taking propensity, PBC, perceived lack of alternatives, and government support significantly influenced consumers’ intention to adopt e-commerce during the COVID-19 outbreak in Saudi Arabia. Meanwhile, PEOU, SN, perceived external pressure, perceived risk, and perceived punishable infractions exerted insignificant effect on consumers’ intention to adopt e-commerce.



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