The Mediation Effect of Consumer Behaviour on the Relationship Between COVID-19 and E-Business in Malaysia

Abstract

COVID-19 has been a worldwide pandemic that has altered billions of people’s lives worldwide and disturbed consumer buying behaviour. This study aimed to investigate the prevalence of e-business in Malaysia and examine the mediation effects of consumer behaviour on the relationship between COVID-19 and the application of e-business in Malaysia. This study employed the Theory of Planned Behaviour as an underpinning theory to explain consumer behaviour during this pandemic. This study also conducted a cross-sectional study via an internet survey, and 384 respondents participated using the convenience sampling technique. The data were analysed and interpreted using the statistical package SPSS. The findings of this research reveal a partial mediation of consumer behaviour between the relationship between COVID-19 and the application of e-business. The direct effect of variable COVID-19 on the e-business application was still significant after the mediator variable, consumer behaviour was entered. These two factors, which affect the market’s overall demand, are the key determinants of online business. Customers have turned to e-business applications precisely because of this.