The effectiveness of precautionary measures taken to confront global crises in reducing fears of online purchasing A field study by applying to a sample of Egyptian youth

Document Type : Original Article

Author

Assistant prof. of Public Relations and Advertising At Ahram Canadian University

Abstract

The main aim of this research is to identify the impact of the precautionary measures
taken by the state to confront the Corona crisis, on online purchasing behavior of a
sample of Egyptian youth, by conducting a questionnaire on (300) individuals, from April
to July 2020,the research relied in its theoretical framework on (Technology Acceptance
Model ,Panic Buying Model, and Conceptual Model), the main results indicated that,
the psychological factors are the most important factors of respondents’ reliance on
online purchases with relative importance of 68%, and the impact of the corona crisis
was moderate in its effect on online purchasing behavior for respondents by 69.3%, the
most important factors that affected on adoption of online buying behavior during the
corona crisis, are the good reputation of the website, the quality of after-sales services.
The most important online purchasing concern during the corona crisis was the quality
of the product with relative importance 92% , It was also revealed that there was an inverse relationship between all the purchasing concerns of the respondents via internet
and between (perception of the possibility of controlling the purchasing process - the
trend towards the purchasing process - the reasons for relying on the purchase through
Internet - confidence in products and services offered on the internet).
There was an inverse relationship between respondents’ fears of purchasing online
(safety concerns, product quality, price) and their adoption of online buying behavior
during the corona crisis, while there is no relationship between (shipping concerns) and
their adoption of the behavior of online purchase.

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