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Brave Consumers for a New Digital World: Exploring Online Shopping Motives During Covid-19

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Research and Innovation Forum 2021 (RIIFORUM 2021)

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Abstract

The study aims to explore the e-commerce industry by focusing on consumer behavior during the initial stage of the Novel Coronavirus (Covid-19) outbreak. We use survey data from 1027 Italian consumers to examine the relations between utilitarian and hedonic motives, trust in online shopping, perceived risk of Covid-19, attitudes, and online shopping behavior employing structural equation modeling. The results show that perceived risk of Covid-19 exerts both a direct and indirect effect on online purchase behavior. Further, we find that utilitarian motives, hedonic motives, and trust have an indirect effect on online purchase behavior through attitudes.

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Author information

Authors and Affiliations

  1. University of Salerno, Fisciano, Italy

    Francesco Smaldone, Mario D’Arco & Marco Pellicano

  2. University of Sannio, Benevento, Italy

    Vittoria Marino

Authors
  1. Francesco Smaldone
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  2. Mario D’Arco
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  3. Vittoria Marino
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  4. Marco Pellicano
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Corresponding author

Correspondence to Francesco Smaldone .

Editor information

Editors and Affiliations

  1. SGH Warsaw School of Economics, Warsaw, Poland

    Anna Visvizi

  2. University of Salerno, Fisciano, Italy

    Orlando Troisi

  3. King Abdulaziz University, Jeddah, Saudi Arabia

    Kawther Saeedi

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Smaldone, F., D’Arco, M., Marino, V., Pellicano, M. (2021). Brave Consumers for a New Digital World: Exploring Online Shopping Motives During Covid-19. In: Visvizi, A., Troisi, O., Saeedi, K. (eds) Research and Innovation Forum 2021. RIIFORUM 2021. Springer Proceedings in Complexity. Springer, Cham. https://doi.org/10.1007/978-3-030-84311-3_39

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