Effects of Covid-19 Pandemic on Online Shopping Behavior in Iran

Abstract

Purpose - the main purpose of this study is to investigate the impact of Covid-19 pandemic on online shopping behavior in Iran. Design/methodology/approach - 484 customers of Digi Kala were selected by simple random sampling. The present study is applied objectively. The present study is a descriptive research in terms of how to collect data and it is a field research in terms of data collection. Structural equation modeling and SPSS 23 and SMARTPLS3 software were used to analyze the data. Findings - our results indicated that Covid-19 pandemic had a positive and significant effect on online shopping behavior in Iran. The level of health and economic fears during Covid-19 pandemic had a positive and significant effect on online shopping behavior in Iran. According to the moderating role of generational differences, Covid-19 pandemic and the level of health fears during the pandemic had a positive and significant effect on online shopping behavior in Iran. Nevertheless, the level of economic fears during Covid-19 pandemic had no significant effect on online shopping behavior in Iran according to the moderating role of generational differences. Originality/value - this work provides a guidance for the researchers and academicians in the field of marketing. Correspondingly, retailers and marketers should train themselves to survive during the global pandemics, and learn innovative approaches to supply the needs according to the changes in customers shopping behavior.