Factors Influencing Online Shopping During Fear of Covid-19 Pandemic in Jordan: A Conceptual Framework

ABSTRACT

Aside from causing fear worldwide, COVID-19 has significantly affected global marketing and the behavior and attitudes of consumer. In Jordan, COVID-19 has affected the lifestyle, buying, and consumption patterns of consumer whereby in-store purchases are becoming less popular, and consumers are increasingly favoring other product sources. With the increasing usability of the internet in the business world, the popularity of online shopping is increasing, evidenced by the increased number of online retailers globally. A psychometric Fear of COVID-19 Scale (FCV-19S) was developed to evaluate COVID-19 fear and online shopping and it was employed to gauge consumers in developing countries like Jordan. This descriptive study presented a theoretical framework comprising trust issues, perceived ease of use, perceived risk and fear of complexity in online shopping among Jordanian consumers. The findings show that trust, perceived ease of use, fear of COVID-19 and perceived risk affect online shopping behavior. The increase in confidence in a given online site increases the frequency of online shopping, and the decrease in the risk perceived increases the decision to make an online purchase. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.