The Impact of the COVID-19 Pandemic on Online Consumer Behavior: Applying the Theory of Planned Behavior

The present study applied the theory of planned behavior (TPB) to examine consumers’ intention shop online during COVID-19 pandemic and its influence on purchasing behavior. fear shopping in a physical store due was added model’s key factors, which included attitudes towards e-shopping, subjective norms, perceived behavioral control. involved 406 participants aged over 18, who were all residents Regional Unit Thessaloniki. findings indicated that pandemic, factors influenced purchase differed from those would affect future intention, with being most influential. In particular, results revealed control at positively affected make purchases pandemic. contrast, only toward e-shopping intention. Furthermore, as expected, influences actual