?How Social Media Affect Electronic-Purchase Decision During The COVID-19 In Egypt

Abstract

The Covid-19 pandemic has severely wide spread worldwide. Online purchases were increasing rapidly due to the pandemic. Customers were afraid to shop in physical stores and preferred shopping online to avoid people. Many companies were closing and moving to digitalization. The rise of social media has become such an important reference to customers in order to making purchasing decisions wisely The goal of this study is to explore the factors influencing customers’ decision to Electronic purchase (E-Purchase) from social media during the Covid-19 pandemic. The study uses unified theory of acceptance and use of technology 2 (UTAUT2) model. Accordingly, a questionnaire was conducted to analyze the factors with number of responses equals 551, six hypotheses were tested using Structured Equation Modeling (SEM). Results showed that Perceived Benefit, Perceived Expectancy, Social Influence, Perceived Security have positive significant impact on the E-purchase decision. Effort Expectancy, Hedonic Motivation have positive impact on E-purchase Decision but insignificantly.

Keywords

• electronic-purchase decision
• structured equation modeling
• egypt