The Mediation Effect of Consumer Behaviour on the Relationship Between COVID-19 and E-Business in Malaysia

Nik Noorhazila Nik Mud (), Mardhiah Kamaruddin and Norfazlirda Hairani
Additional contact information
Nik Noorhazila Nik Mud: Universiti Malaysia Kelantan
Mardhiah Kamaruddin: Universiti Malaysia Kelantan
Norfazlirda Hairani: Universiti Malaysia Kelantan

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 185-198 from Springer

Abstract: Abstract COVID-19 has been a worldwide pandemic that has altered billions of people’s lives worldwide and disturbed consumer buying behaviour. This study aimed to investigate the prevalence of e-business in Malaysia and examine the mediation effects of consumer behaviour on the relationship between COVID-19 and the application of e-business in Malaysia. This study employed the Theory of Planned Behaviour as an underpinning theory to explain consumer behaviour during this pandemic. This study also conducted a cross-sectional study via an internet survey, and 384 respondents participated using the convenience sampling technique. The data were analysed and interpreted using the statistical package SPSS. The findings of this research reveal a partial mediation of consumer behaviour between the relationship between COVID-19 and the application of e-business. The direct effect of variable COVID-19 on the e-business application was still significant after the mediator variable, consumer behaviour was entered. These two factors, which affect the market’s overall demand, are the key determinants of online business. Customers have turned to e-business applications precisely because of this.

Keywords: COVID-19; E-Business; Consumer Behaviour; Mediation Effect; E-Commerce (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_17

Ordering information: This item can be ordered from
http://www.springer.com/9789819923373

DOI: 10.1007/978-981-99-2337-3_17

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().