Assessing the Effects of the COVID-19 Pandemic on M-Commerce Adoption: An Adapted UTAUT2 Approach

The COVID-19 pandemic has impacted consumers’ lives and their shopping patterns, leading them towards mobile commerce. To address current circumstances, an adapted UTAUT2 model aims to integrate trust perceptions of the effects on behavioral intention rely m-commerce during this period. study proposes a research which is investigated with help structural equation modelling in AMOS. Using framework cross-sectional study, data were collected from emerging market Romania, where internet speed ranks 4th worldwide yearly increase social media users approximately 10%. By using confirmatory factor analysis modelling, validates applicability examining intent pandemic. Hedonic motivation strongest predictor intentions continue m-commerce. findings contribute understandings behavior market, extending knowledge based allowing for comprehension key role influences affecting outbreak relation patterns.