Study of Corona Pandemic Influence on Online Purchase Intention in Libya

Abstract

The coronavirus disease (COVID-19) pandemic have a large impact on online purchase intention, and affected everyone’s daily lives. This study aims to study online purchase intention among Libyan consumers. Specifically, this study investigates factors that influence online purchase intention during pandemic COVID 19 among Libyan consumers. In achieving this objective, the proposed model is tested from quantitative research; a total of 400 self-administration questionnaire were distributed, only 228 were returned questionnaires for analysis descriptive and Structural Equation Modelling (SEM) using AMOS. The results indicate that Libyan consumers Corona pandemic influence their emotional motivation and rational motivation, which consequently leads to the individual online purchase intention. The present study also contributes to important theoretical literature of online purchase intention by including emotional motivation and rational motivation as mediators between Corona pandemic influence and online purchase intention. The study provides a useful source of information to marketers and managers in dealing with electronic marketing issues among Libyans' consumers. Finally, the results of this study provide an extension in understanding the factors that affect online purchase intention, guidelines for policy makers, suggestions for regulators, and practical solutions based on the model tested for Facebook channel managers.