The Influence of Covid-19 on E-commerce in Perceived Risk, Perceived Value, and Social Commerce Construct, Factors Towards the Changes in Consumers’ Online Purchase Intentions in Bangkok

Abstract

The recent COVID-19 epidemic has caused consumers’ behavior to change drastically. Fear of the epidemic made consumers start shopping online rather than brick-and-mortar shopping. To understand this transition, this study explores the impact factors influencing the changes in consumers’ online purchase intentions in Bangkok. Quantitative research was used for the collection of the data. A total of 200 responses were collected through Snowball sampling, which included Bangkok employees. Online questionnaires were sent out to the respondents, comprising multiple-choice questions for demographic data and a five-point Likert scale for questions regarding dependent and independent variables. This study’s analysis tools were descriptive statistics and multiple linear regression analysis. The results indicate changes in the relationship between the independent variables (perceived risk, perceived value, and social commerce construct factor) and the dependent variable (the changes in consumers’ purchase intention in Bangkok).