Corona fear and e-commerce adoption in an emerging economy: paradigm shift of consumer intention

Abstract

Purpose

The lockdown in the spring of 2020 significantly disrupted businesses. Unquestionably, countless dealers who had to shut their shops for weeks were hit hardest by the crisis. Similarly, consumers also face many difficulties, especially in emerging economies. At this time, e-commerce is the only available option that people can use to fulfill their needs. In developing states, people prefer to buy things from shops. Hence, it raises a concern about whether people will adopt e-commerce in the COVID-19 pandemic. The study aims to examine the consumers’ intention to adopt e-commerce by incorporating corona fear as a moderator.

Design/methodology/approach

The statistical techniques applied to the data set were confirmatory factor analysis and partial least square structural equation modeling.

Findings

The findings depict that perceived usefulness, perceived ease of use, subjective norms, perceived lack of alternatives are positively and significantly connected with the intention to adopt e-commerce. However, perceived risk, perceived behavioral control and attitude have a positive but insignificant effect. Additionally, moderating analysis results depict that corona fear moderates the associations between perceived risk, perceived usefulness, subjective norms and attitude. However, no moderating effect is found in perceived ease of use and perceived behavioral control.

Originality/value

The present research is the initial attempt that analyzes consumers’ intention to accept e-commerce during the corona pandemic in a country like Pakistan, where the trend of physical shopping is more favorable among consumers. Also, it includes the moderating role of corona fear to understand how this fear has shaped the consumers’ intention to shop online? Additionally, the technology acceptance model framework is expanded by including perceived risk and perceived lack of alternatives in the research model.

Citation

Raza, S.A. and Khan, K.A. (2022), "Corona fear and e-commerce adoption in an emerging economy: paradigm shift of consumer intention", Foresight, Vol. 24 No. 2, pp. 195-209. https://doi.org/10.1108/FS-02-2021-0034