Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic

Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemic...

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Bibliographic Details
Published in:Sustainability 2022-01, Vol.14 (1), p.348
Main Authors: Camacho, Luis José, Ramírez-Correa, Patricio Esteban, Salazar-Concha, Cristian
Format: Article
Language:English
Subjects:
Colombia
COVID-19
Electronic commerce
Epidemics
International marketing
Internet
Marketing
Marketing research
Morality
Multivariate statistical analysis
Online shopping
Pandemics
Public opinion
Sustainability
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Summary:Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.
ISSN:2071-1050
2071-1050
DOI:10.3390/su14010348