Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Abstract

Purpose: This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model. Design/methodology/approach: Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools. Findings: The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase. Practical implications: The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic. Originality/value: In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.