The Moderator Effect of COVID Pandemic on the Relationship Between Online Shopping Services and Online Consumer Purchasing Behavior. A Case of Jordan

Abstract

This study aims to identify the moderator effect of Covid Pandemic on the relationship between Online Shopping Services and Online Consumer Purchasing Behavior in Jordan. For this purpose the researcher determined certain variables related to Online Shopping Services which are (speed and response, quality of service, availability of e_application, risks perception, usage flexibility, Privacy and Trust, customer experience), and on the other hand variables related to (Online Consumer Purchasing Behavior) to explore the relationship between them. Later on a questionnaire is designed, and was distributed on google form to 520 respondents who deal with Online Shopping Services in Amman city the capital of Jordan. Out of which (42) questionnaires were missed which represents (8%). And finally the sample size represented by (478) respondents, which represents (92%) of the distributed questionnaires. Suitable statistical analytical method is adopted which suits the nature of the present study using through SPSS program which is used to analyze the data collected from the respondents. The main conclusion of this paper is that there is statistically significant relationship between Online Shopping Services and Online Consumer Purchasing Behavior in Jordan of various factor (speed and response, quality of service, availability of application, risks perception, usage flexibility, Privacy and Trust, customer experience), on the other hand, Online Shopping Services have a high contribution on Online Consumer Purchasing Behavior by about (68%). The main recommendations of this study is that marketers of online shopping services should review continuously the significance of online shopping services, in order to judge customer satisfaction and face the development taking place in during the Pandemic, and enhance the availability of e_application which should be easy to use and have full safety issues in order to motivate customers to use such applications.