Factors Influencing Online Consumers’ Buying Intention in COVID-19 Era: Evidence from South India

Document Type : Primary Research paper


Assistant Professor, Dept. of Management, Kristu Jayanti College, Bangalore.


COVID-19 has transported two main changes in the behaviour of a consumer, the first one is an unwillingness to purchase in a crowded store and the second change is amplified inclination towards digital. This pandemic has changed the behaviour of consumers out of their habits. If demonetization forced consumers to move toward digital payments, COVID-19 has made them accept online shopping. The purpose of this research was to examine the factors affecting buyer's online shopping behaviour during the coronavirus disease pandemic. The factor analysis identifies that service quality, easy return and refund policy, security, perceived value, and customer feedback are the five factors influencing the online shopping buying intention of consumers. The multiple regression analysis shows the relationship between five factors and the online buying intention of consumers is strong and positive.