The influence of health consciousness on consumer’s online shopping behaviour during Covid-19 pandemic

Abstract

This study examines and measures the influence of risk perception and health consciousness on consumers’ online shopping behaviour during the Covid-19 pandemic. The research model comprises five concepts named risk perception, health consciousness, ethical obligation, consumer’s attitude toward online shopping, and consumer’s online shopping decision. A sample of 578 respondents who are consumers in Ho Chi Minh City was surveyed to test the theoretical model. Structural Equation Modeling (SEM) was used to analyze the data. The research result indicates that the theoretical research model fits with market data. The research result shows that consumers’ online shopping behaviour is affected by health consciousness even though they perceived these risks related to product quality, financial privacy information, and lost much time online shopping.