Navigating Instability: The Changing Online Purchasing Behavior of IT Professionals in India During the COVID-19 Pandemic

Abstract

Unstable consumer behavior refers to unpredictable and fluctuating patterns in how individuals make purchasing decisions, often influenced by external factors such as economic downturns, crises, or societal changes. The COVID-19 pandemic has dramatically changed how consumers shop online. In particular, online shopping became more vital than ever, providing convenience, safety, and access to products when physical stores were restricted or closed. With shifting priorities focused on health, security, and value for money, consumers increasingly turned to e-commerce for their needs. Businesses were required to stay flexible and adjust their strategies to meet these evolving demands. In India, the pandemic led to financial and employment challenges, particularly in industries dependent on in-person interactions, while the IT sector remained strong and supported other sectors with innovative solutions. This shift also saw a significant rise in e-commerce, bridging the gap between supply and demand. This study examining online purchasing behaviors of 583 IT professionals working remotely used a multi-stage random sampling method and a descriptive research design to analyze how the pandemic influenced online purchase intentions and behaviors. The study employed structural equation modeling (SEM) to test the relationships between purchase intention and Purchase Behaviour with Pandemic fear as the moderator. The findings revealed that Sub dimensional construct (attitudes, ease of use, and perceived usefulness) and online purchase intention significantly influenced online buying decisions. Pandemic fear had a partial moderating effect on the online purchase behaviour.