Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain
Abstract
:1. Introduction
2. Literature Review
2.1. COVID-19 Pandemic, E-Commerce, and Consumer Behavior
2.1.1. COVID-19 Pandemic
2.1.2. E-Commerce
2.1.3. Consumer Behavior
2.2. The Technology Acceptance Model
2.3. Hypotheses Development and Study Model
2.3.1. Consumer’s Perceived Usefulness
2.3.2. Perceived Ease of Use
2.3.3. Attitude toward Using Technology
2.3.4. Contactless Payment Modes
2.3.5. Social Media Usage
2.3.6. Price Consciousness
3. Method
3.1. Data Collection and Sample
3.2. Measurements of Variables
4. Results
4.1. Sample’s Descriptives
4.2. Measurment Tools
4.3. Structural Model and Hypothesis Testing
Hypothesis Testing by Country
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Construct | Manifest | Loading | AVE | CR |
---|---|---|---|---|
Perceived Usefulness (PU) | PU1 | 0.749 *** | 0.597 | 0.748 |
PU2 | 0.796 *** | |||
Perceived Ease of Use (PEOU) | PEOU1 | 0.814 *** | 0.629 | 0.772 |
PEOU2 | 0.772 *** | |||
Attitude toward Online Shopping (ATU) | ATU2 | 0.715 *** | 0.554 | 0.688 |
ATU3 | 0.734 *** | |||
Intentions toward Online Shopping (ITOS) | ITOS1 | 0.780 *** | 0.587 | 0.810 |
ITOS2 | 0.798 *** | |||
ITOS4 | 0.719 *** | |||
Contactless Payment Modes a (CPMa) | CPM3a | 0.779 *** | 0.663 | 0.797 |
CPM4a | 0.848 *** | |||
Contactless Payment Modes b (CPMb) | CPM1b | 0.822 *** | 0.607 | 0.861 |
CPM2b | 0.773 *** | |||
CPM3b | 0.745 *** | |||
CPM4b | 0.775 *** | |||
Social Media Usage a (SMUa) | SMU1a | 0.795 *** | 0.651 | 0.848 |
SMU2a | 0.813 *** | |||
SMU3a | 0.812 *** | |||
Social Media Usage b (SMUb) | SMU2b | 0.735 *** | 0.599 | 0.749 |
SMU3b | 0.811 *** | |||
Price consciousness a (PRCNa) | PRCN1a | 0.747 *** | 0.572 | 0.728 |
PRCN2a | 0.766 *** | |||
Price consciousness b (PRCNb) | PRCN2b | 0.707 *** | 0.571 | 0.726 |
PRCN3b | 0.801 *** |
Construct | PU | PEOU | ATU | ITOS | CPMa | CPMb | SMUa | SMUb | PRCNa | PRCNb |
---|---|---|---|---|---|---|---|---|---|---|
PU | 0.773 | |||||||||
PEOU | 0.633 *** | 0.793 | ||||||||
ATU | 0.731 *** | 0.636 *** | 0.744 | |||||||
ITOS | 0.686 *** | 0.600 *** | 0.675 *** | 0.766 | ||||||
CPMa | 0.437 *** | 0.474 *** | 0.465 *** | 0.516 *** | 0.814 | |||||
CPMb | 0.525 *** | 0.489 *** | 0.545 *** | 0.556 *** | 0.787 *** | 0.779 | ||||
SMUa | 0.521 *** | 0.514 *** | 0.658 *** | 0.538 *** | 0.442 *** | 0.557 *** | 0.807 | |||
SMUb | 0.474 *** | 0.384 *** | 0.547 *** | 0.524 *** | 0.375 *** | 0.411 *** | 0.746 *** | 0.774 | ||
PRCNa | 0.610 *** | 0.554 *** | 0.606 *** | 0.520 *** | 0.448 *** | 0.558 *** | 0.613 *** | 0.475 *** | 0.756 | |
PRCNb | 0.516 *** | 0.500 *** | 0.560 *** | 0.530 *** | 0.482 *** | 0.510 *** | 0.507 *** | 0.462 *** | 0.703 *** | 0.756 |
Hypothesis | Standardized β | Decision |
---|---|---|
H1: PU --> ATU | 0.618 *** | Supported |
H2: PU --> ITOS | −0.039 | Not supported |
H3: PEOU --> ATU | 0.182 *** | Supported |
H4: PEOU --> PU | 0.751 *** | Supported |
H5: ATU --> ITOS | 0.955 *** | Supported |
H6a: CPMa --> ATU | 0.039 * | Supported |
H6b: CPMb --> ITOS | 0.088 *** | Supported |
H7a: SMUa --> ATU | 0.368 *** | Supported |
H7b: SMUb --> ITOS | −0.032 * | Not supported |
H8a: PRCNa --> ATU | 0.005 | Not supported |
H8b: PRCNb --> ITOS | −0.041 ** | Supported |
Hypothesis | Standardized β | p-Value | Decision | |
---|---|---|---|---|
H1: PU --> ATU | Lebanon: 0.630 *** | 11.847 | 0.001 | PU has a significantly more positive impact on ATU in the Kingdom of Bahrain |
Kingdom of Bahrain: 0.660 *** | ||||
H2: PU --> ITOS | Lebanon: −0.017 | 3.404 | 0.065 | PU has nearly no significant impact on ITOS in both countries |
Kingdom of Bahrain: −0.018 | ||||
H3: PEOU --> ATU | Lebanon: 0.166 *** | 2.183 | 0.140 | PEOU has roughly similar positive impact on ATU in both countries |
Kingdom of Bahrain: 0.190 *** | ||||
H4: PEOU --> PU | Lebanon: 0.682 *** | 10.939 | 0.001 | POEU has a significantly more positive impact on PU in Lebanon |
Kingdom of Bahrain: 0.771 *** | ||||
H5: ATU --> ITOS | Lebanon: 0.934 *** | 10.399 | 0.001 | ATU has a significantly more positive impact on ITOS in the Kingdom of Bahrain |
Kingdom of Bahrain: 0.942 *** | ||||
H6a: CPMa --> ATU | Lebanon: 0.016 | 2.409 | 0.121 | CPMa has nearly no significant impact on ATU in both countries |
Kingdom of Bahrain: 0.014 | ||||
H6b: CPMb --> ITOS | Lebanon: 0.098 *** | 3.582 | 0.058 | CPMb has almost similar positive impact on ITOS in both countries |
Kingdom of Bahrain: 0.085 *** | ||||
H7a: SMUa --> ATU | Lebanon: 0.373 *** | 0.243 | 0.622 | SMUa has a almost similar positive impact on ATU in both countries |
Kingdom of Bahrain: 0.365 ** | ||||
H7b: SMUb --> ITOS | Lebanon: −0.032 * | 0.488 | 0.485 | SMUb has nearly a similar negative impact on ITOS in both countries |
Kingdom of Bahrain: −0.027 * | ||||
H8a: PRCNa --> ATU | Lebanon: 0.041 * | 4.867 | 0.027 | PRCNa has nearly a more positive impact on ATU in the Kingdom of Bahrain |
Kingdom of Bahrain: 0.044 * | ||||
H8b: PRCNb --> ITOS | Lebanon: −0.026 * | 4.248 | 0.039 | PRCNb has approximately a more negative impact on ITOS in the Kingdom of Bahrain |
Kingdom of Bahrain: −0.027 * |
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M. El Khoury, C.; Choudhary, M.; F. Al Alam, A. Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain. Adm. Sci. 2023, 13, 17. https://doi.org/10.3390/admsci13010017
M. El Khoury C, Choudhary M, F. Al Alam A. Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain. Administrative Sciences. 2023; 13(1):17. https://doi.org/10.3390/admsci13010017
Chicago/Turabian StyleM. El Khoury, Charbel, Mrinalini Choudhary, and Adel F. Al Alam. 2023. "Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain" Administrative Sciences 13, no. 1: 17. https://doi.org/10.3390/admsci13010017