Author(s): Manal Alduaij
Purpose: This study highlights user’s shopping behavior and level of e-commerce adoption during the Coronavirus pandemic (Covid) and to present suggestions for post Covid action. The paper specifically aims at exploring the following points. First is user’s e-commerce adoption level during the Covid. Second is users’ perceived benefits and barriers e-commerce adoption. Third is the level of users’ satisfaction in e-commerce adoption during Covid. Fourth is users’ intention of adopting e-commerce in the future. Method: A mixed method approach is used, quantitative based on an electronically generated and distributed questionnaire to the public, and a qualitative approach based on focus interviews. This research employs the technology acceptance model to examine user’s adoption of e-commerce and shopping behavior amidst the Covid pandemic. Findings: Results indicate users top three e-commerce shopping experience were from the supermarket 65.4%, pharmacy 48.3%, and third is electronics 47.5%. Results show Perceived usefulness (PU) of e-commerce shopping was most important for the users. The second most important was the perceived ease of use (PEOU) of e-commerce, and the third was users’ e-commerce experience that made users excited about shopping online. Lastly ranked was the fears of shopping through e-commerce. Originality: The study presented important empirical findings on the TAM model and user’s adoption of E-commerce during the Covid pandemic. This paper presents valuable information of users shopping behavior and experience during the pandemic in terms of their perceived benefits and barriers. Findings present companies and decision makers important insights of how to improve their e-commerce platforms for increased customer satisfaction.