Online purchases among consumers during the COVID-19 pandemic in Malaysia

This research investigates the factors influencing consumers' online buying behavior (OBB) through the examination of six hypotheses: attitude, perceived benefits and intention, subjective norms, cyberchondria, self-efficacy, and self-isolation intention. This study included 216 respondents in total. It was determined whether online purchasing behavior was valid using structural equation modelling. According to the study, every relationship is statistically significant and positive in orientation, highlighting the significance of these elements in determining consumers' OBB. The impact of attitude, perceived benefits and intentions, subjective norms, and self-efficacy is consistent with earlier research on consumer behavior, highlighting the psychological factors influencing online purchasing decisions. The significant effects of cyberchondria also highlight the importance of health-related considerations in online purchasing decisions. The impact of self-isolation intention highlights how crucial outside factors, like the COVID-19 pandemic, are in influencing consumers' online shopping behavior. The findings are significant as they provide detailed insights into the behavior of online shoppers in Malaysia, highlighting COVID-19's impact and function of diverse demographics, potentially contributing to existing knowledge in the field of consumer behavior.