Impact of the Covid-19 pandemic on online purchasing behavior among university students.

• Main Authors: Mak Chee Fong, Muhammad Aiman Mohd Tuah, Nur Anissya Mohammad Noralim, Siti Nursyafiqah Muhammad
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13219/1/SAK34.pdf; http://discol.umk.edu.my/id/eprint/13219/

The Covid-19 pandemic has created a new reality for consumers around the world. In response to this situation, digital technology users are faced with the need to adopt and use certain technologies almost overnight. Therefore, the growing demand for purchases through internet-based platforms should continue to increase. The purpose of this research is to see the impact of the Covid-19 pandemic on online purchasing behavior among university students. Therefore, the objective of this study is to examine the differences and relationship between attitude, subjective norms, perceived behavioral control, trust, perceived risk, online purchasing behaviour. A quantitative research approach has been adopted in this study and a total of 384 sample questionnaires have been distributed among university students. This study uses an approach based on a quantitative method consisting of a questionnaire which is given online, through google form to the respondents. The results of this study have shown that there is a significant difference and weak effect of subjective norms and perceived risk during and after Covid-19. While the other 4 variables of attitude, perceived behavioral control, trust and online purchasing behavior have no differences of online shopping in Covid-19 pandemic among university students. The relationship between attitudes, subjective norms, perceived behavioral control and trust have shown there is a significant relationship but the perceived risk have no significant relationship on online purchasing behaviour. Limitations of this study and recommendations are included in this paper to ease understanding and give better idea for future researchers which related to studies involving online purchasing behaviour.