*5.1. Theoretical Implications*

This study makes the following contributions to the literature. First, it finds that PBC has a mild effect on OPB when consumers are facing the impact of a pandemic. This result is in the same line as [77,78], whose findings indicate that PBC influences OPB positively. This first finding shows that consumers' intentions toward Internet purchases are significantly affected by the consumers' perceived behavioral control. In other words, the ease in purchasing partially determined the online purchase. In marketing and international business, specifically in e-commerce, this information is relevant because consumers understand that they control the decision-making process in their purchases. Therefore, the entire virtual environment must be designed to stimulate and promote that perception. Nevertheless, a cross-country review shows that PBC is not always an antecedent to purchasing [80]. In the case of online consumers in Colombia, the results of our study indicate this effect, which is remarkable. In marketing and international business, specifically in e-commerce, this information is relevant because consumers understand that they control the decision-making process in their purchases. Therefore, the entire virtual environment must be designed to

stimulate and promote that perception. In this vein, and from a broader view, a complete and cheaper access to the Internet in developing countries, in addition to other essential benefits, can promote online purchases.

Second, in alignment with other studies' previous results related to e-commerce and the TPB [76–79], this study finds that ATOP has a large effect on OPB. The favorability of consumers in times of pandemic for online purchases was demonstrated with this result. Undoubtedly, e-commerce plays a unique role when the population faces the waves of a crisis such as COVID-19. This preference and positive attitude toward online purchasing is essential for international business and marketing strategy decision-makers. These results are linked to [27] and [29] when they stated the perceptual relationship between sustainability and e-commerce customer engagement and, being more specific, how this practice could promote environmentally-friendly lifestyles.

Moreover, it is indispensable to adequate product and distribution platforms to satisfy this "in-crescendo" market reality. It is necessary to highlight that our findings related to SN are similar to those of [77] but in contradiction with the research outcomes of [78]. Hassan et al. [80] suggested that cultural differences affect the relationship between SN and consumer intention and that power distance is a necessary and sufficient cultural dimension to explain the cross-country variation found. In this way, the effect of SN on the purchase will be stronger in countries high in power distance than in countries low in power distance. Previous COVID-19 pandemic studies back this suggestion in countries high in power distance [81,82]. Our results do not support that the variation of the SN values impacts OPB. One explanation is that subjective norms are perceived as the same for Colombian consumers and in a pandemic context, and there is not enough variation for the model to detect it. This means that in times of a global pandemic, where physical contact has decreased to an unprecedented maximum, the perception of the Colombian consumer that everyone whom they consider important thinks that they should take care of themselves and not be exposed to the COVID-19 disease, preferring shopping online, is the same for everyone.

Third, this research suggests that CE exhibits a negative and not significant effect on OPB. Our findings contradict the results stated by [27,41,42], at least in times of a pandemic. These results are crucial when potential markets evaluate the quality and performance of international and local goods and select the best one. E-commerce offers an essential array of possibilities to consumers. Purchasing habits for domestic and foreign products might not be the main criteria to motivate the decision-making process. Accessibility, delivery process, truthfulness, and product assortment could be the fundamental variables consumers consider in times of a pandemic.

Fourth, the COO's results demonstrate that the relationship with OPB is not significant. These findings are in the same line as those of [61] and the results presented by [62] that indicated customers are interested in direct quality indicators.

#### *5.2. Managerial Implications*

This study has implications for both international brand managers and native brand managers regarding e-commerce.

Considering the study results, we want to highlight three specific aspects of the online buying behavior of Colombian consumers during the pandemic, and that may or may not vary after the pandemic. First, the ethnocentrism of the consumer appears as a non-determinant of online shopping in a pandemic scenario in Colombia. However, recent results in European consumers indicate the opposite [82]. An explanation could lie in the differentiated quality of local production between developed and developing countries. In this sense, in a post-pandemic scenario, Colombian online consumption behavior should not change concerning this determinant unless local production increases its quality. Second, social norms do not have an effect in explaining online shopping. Given that Colombia is a country high in the cultural dimension distance to power, it is expected that in ordinary times this effect can be detected in models based on the TPB [80]. Third, the global health crisis triggered the use of information technologies by people and organizations and the access to banking services to the population around the world. These two drivers have placed various countries, including Colombia, in a flourishing stage for electronic commerce. The Diffusion of Innovation Theory [83] suggests that this exponential advance should be followed by a period of moderate advancement in adopting online shopping in Colombia. We believe that in this future period, the effect of PBC will be moderated by variables such as age, gender, and experience on digital platforms [84].

Based on these results, marketers in developing countries should assimilate that the ATOP supports OPB in times of a pandemic, which means the clear preference consumers exhibit to buy products and services through business virtual platforms. International and local marketing managers should evaluate the strategies to keep consumers motivated toward their brands and products, considering that CE and COO are not fundamental variables of decision in times of a social crisis. Due to the economic crisis that COVID-19 has imposed, perceived high-quality benefits and the price could be essential variables consumers adopt to solve their needs.

On a more general note, our findings point to several ways that marketing and international managers could react to times of pandemics. Still, the lesson learned is to be prepared and design and build a solid structure to be ready. Beyond this, businesses should add specific benefits to their products and services that consumers can decode as unique, increasing the overall country perception. Additionally, in terms of selecting international markets to trade products and services, based on an in-depth analysis, the first should be those countries characterized as having low CE levels.
