EXAMINING THE RELATIONSHIP OF CONSUMER'S PURCHASE BEHAVIOUR TOWARDS ONLINE SHOPPING BEHAVIOUR DURING COVID-19 IN SELANGOR, MALAYSIA

ABSTRACT The global pandemic (COVID-19) issue has had an impact on many facets of our daily existence, from the way we go about performing particular tasks to the extent of how we think. This paper emphasises how consumer preferences, buying habits, and shopping behaviour have all been impacted. Due to the movement control order (MCO) and standard operating procedures (SOP), many shops are forced to abruptly close their locations without knowing when they can resume their regular operations. Numerous retailers have also been compelled by this circumstance to switch from their conventional offline purchase methods to online platforms. The goal of this study is to comprehend consumers' online shopping behaviour in Selangor, Malaysia, during COVID-19. The theoretical framework is developed using the Theory of Planned Behaviour (TPB) paradigm. Consumer attitude, perception of behaviour control, and subjective norm were examined as the three primary variables of consumer behaviour based on (TPB). The survey method was used to collect data from consumers, and correlation analysis was used to analyse the data. 435 responses to self-administered structured questionnaires were gathered for the data analysis. The results of this study demonstrate a significant, and strong association between consumers' online shopping behaviour during COVID-19. This information will help all retailers throughout the pandemic better understand consumer behaviour and enable them to continue operating their businesses despite the rapid change. Retailers would also have a better understanding of the features that customers look for in an online purchasing method, such as a user-friendly website, secure online payment methods, and easy navigation pages