Use Of E-Commerce During Covid-19 And Purchase Intention: The Mediating Role Of Social Norms

Abstract

The purpose of this study was to examine the impact of perceived control behaviour and perceived external pressure on purchase intention to use e-Commerce during COVID-19 and mediating role of social norms between perceived control behaviour and perceived external pressure and the intention to use of e-commerce during COVD-19.  Using a cross-sectional design, data was collected from 200 Internet users during COVI-19 from major cities in Pakistan. Furthermore, to test the proposed hypothesis PLS-SEM technique was used.  The findings of this study confirm the strong and positive impact of perceived control behaviour and perceived external pressure on purchase intention to use e-Commerce during COVID-19. In addition, social norms mediate the relationship between perceived control behaviour and perceived external pressure and purchase intention to use e-commerce during COVD-19. The results of this study extended knowledge in existing literature in terms of cultural and consumer characteristics especially in the context of developing country like Pakistan and provided practical implication for practitioners and managers.