COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

Mahmood Asad Moh'd Ali, Abu Bashar, Mustafa Raza Rabbani and Mohd. Atif

International Journal of Economics and Business Research, 2024, vol. 28, issue 3/4, 457-479

Abstract: The world has changed entirely because of the COVID-19 outbreak and so has the global economy. The impact of COVID-19 outbreak on the global economy is growing with intense economic consequences and is expected to be catastrophic in the long-term. This tragedy has a larger impact on the global economy as compared to the great economic depression and global financial crisis. The paper intends to examine the probable moderating impact of COVID-19 outbreak and demographic factors (age, gender, and marital status) on the consumer online impulse buying behaviour in the Kingdom of Bahrain. For determining the moderating impact of COVID-19 pandemic on online impulse buying behaviour, structural equation modelling (SEM) was employed. The result shows that COVID-19 has negatively affected the hedonic motivation while utilitarian motivation has seen a surge for online impulse buying behaviour. The paper outlines important theoretical and practical implications.

Keywords: COVID-19; online impulse buying; hedonic motivation; utilitarian motivation; online shopping; age; gender; marital status; Bahrain. (search for similar items in EconPapers)
Date: 2024
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