Impact of Covid-19

on online shopping
BADM
IoBM
 FRAME WORK
Perceived Usefulness

Internal Subjective
Norms

External Subjective
PURCHASE INTENTION
Norms

Perceived Quality

Hedonic Motivation
HYPOTHESIS
• Hypothesis 1 (H1). During a pandemic, consumers’ hedonic motivation is positively
related to their intentions to purchase online.
• Hypothesis 2 (H2). During a pandemic, consumers’ perceived usefulness is positively
related to their intentions to purchase online.
• Hypothesis 3 (H3). During a pandemic, consumers’ internal subjective norms are
positively related to their intentions to purchase online.
• Hypothesis 4 (H4). During a pandemic, consumers’ external subjective norms are
positively related to their intentions to purchase online.
• Hypothesis 5 (H5). During a pandemic, consumers’ perceived quality is positively
related to their intentions to purchase online.