Abstract
The risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results showed that perceived health risk and four variables of online retail ethics including security, privacy, reliability fulfillment, and service recovery affected online shopping behavior. Meanwhile, non-deception was found to have an insignificant effect. The coefficient value proved perceived health risk to be more dominant in influencing online shopping behavior than the variables of online retail ethics. Thus, consumers pay more concern for their health during online shopping. However, positive consumer perceptions of the behavior of online retail websites in providing services also can encourage consumers to shop online during this pandemic.
Highlights
The COVID-19 pandemic has affected the economy, regional and global policies, and social behavior of people
The results showed that perceived health risk and four variables of online retail ethics including security, privacy, reliability fulfillment, and service recovery affected online shopping behavior
This study has highlighted the effect of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic in Indonesia
Summary
The COVID-19 pandemic has affected the economy, regional and global policies, and social behavior of people. This study was conducted to investigate the effect of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic. (2001) showed three main points defining ethics in ior This pandemic requires deliberate e-commerce to be privacy, security, and conflicts restraint of physical contact, and online shopping of interest, while Roman (2007) indicated four has been discovered by people to be a safer way to measurement dimensions including security, pri- avoid the spread of the virus. H1: The higher perceived health risk of shopping This study used a questionnaire as the instrument in brick-and-mortar stores has a positive ef- to test the proposed hypotheses It was developed fect on consumer behavior in online shop- by adapting the validated scales from the previous ping during the COVID-19 pandemic.
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