Fluctuating Attitudes and Behaviors of Customers toward Online Shopping in Times of Emergency: The Case of Kuwait during the COVID-19 Pandemic

Abstract

This study investigates the various risk factors that alter online shopping behavior in Kuwait, during the COVID-19 pandemic. Online questionnaires were distributed through various social media platforms. Overall, 385 responses were collected via online questionnaire, and the data were analyzed using AMOS 21 for the purpose of structural equation modeling. The findings show that risk susceptibility, risk severity, and risk of formal penalties positively affect consumers’ online buying attitude in Kuwait, whereas product risk, financial risk, and non-delivery risk show no significant effect. Convenience risk is the only factor that negatively affects attitudes. Further, we find a new path wherein formal penalties imposed on those who break the lockdown rules can directly and positively affect consumer behavior toward online shopping during the pandemic. We show that factors that affect the attitude and behavior of users toward online shopping in normal non-emergency times, vary from those during emergency times.

Keywords:

• Attitudes
• behavior
• consumer
• Kuwait
• online shopping
• risk
• trust

Acknowledgements

I would like to thank the Arab Open University-Kuwait (AOU-Kuwait) for their guidance, encouragement, advice, and unlimited support. In addition, I would like to thank AOU-Kuwait for funding this paper.

Disclosure statement

I acknowledge that there is no competing financial interest or benefit that has arisen from the direct applications of my research.

Data availability statement

Data available on request due to privacy/ethical restrictions.

Additional information

Funding

This work was supported by the Arab Open University – Kuwait under Grant [1000 USD].