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COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

Author

Listed:
  • Mahmood Asad Moh'd Ali
  • Abu Bashar
  • Mustafa Raza Rabbani
  • Mohd. Atif

Abstract

The world has changed entirely because of the COVID-19 outbreak and so has the global economy. The impact of COVID-19 outbreak on the global economy is growing with intense economic consequences and is expected to be catastrophic in the long-term. This tragedy has a larger impact on the global economy as compared to the great economic depression and global financial crisis. The paper intends to examine the probable moderating impact of COVID-19 outbreak and demographic factors (age, gender, and marital status) on the consumer online impulse buying behaviour in the Kingdom of Bahrain. For determining the moderating impact of COVID-19 pandemic on online impulse buying behaviour, structural equation modelling (SEM) was employed. The result shows that COVID-19 has negatively affected the hedonic motivation while utilitarian motivation has seen a surge for online impulse buying behaviour. The paper outlines important theoretical and practical implications.

Suggested Citation

  • Mahmood Asad Moh'd Ali & Abu Bashar & Mustafa Raza Rabbani & Mohd. Atif, 2024. "COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 28(3/4), pages 457-479.
    • Handle: RePEc:ids:ijecbr:v:28:y:2024:i:3/4:p:457-479
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