DETERMINING THE FACTORS INFLUENCING CONSUMER'S ONLINE FOOD PURCHASE INTENTION DURING CORONAVIRUS PANDEMIC

Abstract

Purpose. The main purpose ofthis study is to determine the factors that influences the consumer’s intention of buying the food, using online mediums. The results would contribute in betterment of e-marketers in understanding the consumer’s behavior. Methodology & Design: The kind of this research is Explanatory. The survey for data collection was conducted through online medium with 400 respondents. Data was analyzed by using the multiple regression analysis. Findings: This research was calculated in the times of coronavirus. According to the findings of this research the perceived risk has no impact on online purchase intention of consumer. While the brand reputation. Ease of purchase and. the electronic word-of-mouth has a significant impact on online purchase intention of consumer. Limitations: The limitations ofthis study is that it was conducted in the times ofcoronavirus and. the data was collected from the urban areas only of this country. Recommendations: The marketers shall focus on providing the better seivices so that the customers post positive feedback on the website. Moreover, the secure and easy to use platforms should be designed so anyone can easily use it.