Investigating Factors That Affect Online Shopping Intensity During Pandemic COVID-19: Evidence from Indonesian Consumers

Despite the fact that there have been several studies linking the technological acceptance model (TAM) to the phenomenon of online shopping, lessons from the COVID-19 study, which concentrated on Indonesian consumers who frequently purchased online, are rarely put to the test. The COVID-19 pandemic has increased the number of people shopping online in Indonesia. This study aims to investigate the effects of various factors, including perceived utility, perceived usability, perceived enjoyment, perceived compatibility, perceived social pressure, perceived information security, and attitudes towards online shopping, on consumers’ decisions to shop during the pandemic in Indonesia. Purposive sampling was used for the sampling, and it was successful in gathering 263 respondents. Using a quantitative methodology, this investigation. The main information is disseminated through surveys and through social networking sites. An analysis using structural equation modelling (SEM) was done to test the seven assumptions that were put forth. The results show that views regarding Internet purchasing are positively and significantly impacted by perceptions of utility, enjoyment, compatibility, and social pressure. Surprisingly, attitudes about online buying are not significantly influenced by perceptions of ease of use or information security. Moreover, attitude towards Internet buying has a positive and considerable influence on action intention towards it. The ramifications for marketing are then examined.