ABSTRACT
PurposeThe purpose of this study is to analyse the effect of health risk perceptions on the degree of decisiveness of a person towards e-commerce (e-commerce acceptance), self-awareness towards leisure and self-awareness towards socialisation in pandemic contexts. The identified gap was related to the COVID-19 pandemic, where the development of studies inherent to this context is becoming urgent. Thus, it was necessary to understand how the health risks perceived by individuals influenced their choice regarding online shopping and, simultaneously, socialising and leisure activities. Design/methodology/approachTo reach this goal, a conceptual model was developed based on the self-determination theory, and data were collected from two countries (Portugal and Croatia). The model was estimated using the structural equation modelling (SEM). FindingsThe results showed that the perceptions regarding health risks have a positive effect on the degree of decisiveness of a person towards e-commerce acceptance and self-awareness towards socialisation. In turn, the perceptions of health risks have a positive effect on self-awareness towards leisure, not supporting the model conceptualisation. Originality/valueThe paper contributes to fill a gap in literature by analysing the simultaneous effect of individuals' e-commerce motivations for leisure and socialising activities within a pandemic context. These results have significant managerial implications for several stakeholders that must communicate to the specific public regarding this type of events.