Study of Corona Pandemic Influence on Online Purchase Intention in Libya

Abstract

The Coronavirus (COVID-19) pandemic is greatly impacting online purchasing intent and affecting everyone's daily lives. This study aims to study online purchase intention among Libyan consumers. Specifically, this study examines the factors that influence online purchase intention during the COVID 19 pandemic among Libyan consumers. To achieve this goal, the proposed model was tested through quantitative research technique. A total of 400 questionnaires were distributed, and only 228 questionnaires were retrieved for descriptive analysis and structural equation modeling (SEM) using AMOS. The results indicate that the situational impact of the Corona pandemic on Libyan consumers affects their emotional motivations and rational motivations, leading to Hence, the intention to purchase via Facebook. The current study also contributes to the important theoretical literature on online purchase intention by including emotional motivation and rational motivation as mediators between the situational influence of the COVID-19 pandemic and Facebook purchase intention. The study provides a useful source of information for marketers and managers in dealing with e-marketing issues among Libyan consumers. Finally, the results of this study provide an extension of understanding of the factors that influence online purchase intention, guidance for policy makers, suggestions for regulators, and practical solutions based on the tested model for Facebook channel managers.