Exploring Contextual Factors of User E-Commerce Adoption During Coronavirus

Abstract

Due to the intense impact coronavirus has placed on businesses the study examines the effect of the pandemic on e-commerce adoption. The Purpose study is to explore user’s contextual factors and its effect on user fears, experience, perceived usefulness, perceived ease of use, and intention to use e-commerce during coronavirus. some users faced fears and hesitation to transition to e-commerce platforms from different segments of society. The study used a quantitative approach based on an electronically generated and distributed questionnaire to 402 participants.this research employed the TAM to examine user’s adoption of e-commerce amidst the pandemic. In terms of gender, results show females have greater fear than males when using e-commerce. Males feel greater perceived usefulness (PU), perceived ease of use (PEOU), and have gained a better experience than females when using e-commerce. In terms of age, participants 35 years and above gained a better experience