Business & Management Studies

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.