Buying Behavior Under Coronavirus Disease (COVID-19) Pandemic Situation: A Online Perspective Case in Bangladeshi Shoppers

Coronavirus disease (COVID-19) is an highly infectious respiratory disease caused by a newly discovered coronavirus. Most people infected by the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment; a portion of infected people may die. Under coronavirous disease pandemic situation, human normal life, movement and business has been disturbed due to lockdown and closing of shopping malls and business centers in the city. Nowadays, e-commerce is a vigorous tool for diminishing streaming business processes, cycle time, organizational costs, stay at home, maintain social distancing, protect from virus, and enlightening associations with both shoppers and business partners. The research investigated the buying behavior of Bangladeshi shoppers under coronavirus disease (COVID-19) pandemic situation in case of online perspective. The research reconnoitered the impact of five aspects: health aspect, price aspect, product aspect, trust aspect, and place aspect on online buying behavior under coronavirus disease (COVID-19) pandemic situation in Bangladesh. Data were collected through a structured questionnaire by online survey method from 155 samples which encompass online shoppers in country. Simple random sampling technique were used. Data were analyzed using factor analysis, reliability analysis, and multiple regression analysis. Findings revealed that four out of five aspects: health aspect, price aspect, product aspect, and place aspect had a positive and significant influence on online buying behavior under coronavirus disease (COVID-19) pandemic situation in the perspective of Bangladesh. The assessment generates responsiveness among online practicing companies, researchers, managers, shoppers, and prospects online buyers. Online functioning businesses could be a successful leading aspects for explaining online buying behavior under coronavirus disease (COVID-19) pandemic situation in the context of Bangladesh.