Rabindra Kumar Jena
Retail e-commerce sales in India are expected to reach $45.17 billion by 2021, and this increase in sales positively correlates with the use of mobile Internet in the country. But due to COVID-19 related measures and restrictions imposed by the authorities and the uncertainties in the market have influenced the e-commerce business. Therefore, online retailers are required to adapt the recent changes in consumer behaviour to survive in the volatile market. An extended Technology Acceptance Model (TAM) is adopted for this study. This study analyzed 316 responses gathered from the postgraduate management students from India. Partial Least Squares (PLS-SEM) analysis method is adopted for model verification and analysis. The analysis of the results provides strong support for the proposed research model. Notably, the significant positive relationship between shopping attitude, shopping values and shopping intentions provide a useful insight into the Indian consumers' online shopping behaviour during COVID-19. The study provides a direction for further research in e-commerce marketing in future pandemic like situation.