Abstract
The
aim of the present study was to examine the mediating role of perceived online
shopping convenience in the relationship between consumers’ fear of COVID-19
and online shopping intention. The data were collected from 732 consumers via
an online questionnaire. Descriptive statistics, correlation analyses, and
mediation analyses were performed to analyze the data. The results showed that
the fear of COVID-19 was significantly correlated with perceived online
shopping convenience and online shopping intention. The results also showed
that fear of COVID-19 had a direct significant effect on online shopping
convenience (β = .30 [Se = .03, 95% CI = (0.22, 0.35)]) and online shopping
intention (β = .16 [Se= .03, 95% CI = (.09, .22)]). Mediation analysis showed
that online shopping convenience mediated the relationship between fear of
COVID-19 and online shopping intention (β = .16 [Se = .03, 95% CI = (0.10,
0.22)]). Results confirmed the positive association between the fear of
COVID-19, online shopping convenience, and online shopping intention. In
addition, the results showed that both the fear of COVID-19 and online shopping
convenience have a direct effect on online shopping intention. Furthermore, the
mediating role of online shopping convenience provides insight into how a
psychological variable indirectly affects consumers’ purchasing behavior.
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