Covid-19 and consumers' online purchase intention among an older-aged group of Kosovo

Abstract

Purpose

This study aims to investigate the online purchase intention of an older-aged group in Kosovo. Very few studies have analyzed the online purchase intention of these age groups in emerging countries including Kosovo, during the COVID-19 pandemic, which led to an increased usage of online shopping among older adults.

Design/methodology/approach

The study used a quantitative methodology and a structured questionnaire was used for collecting the data. Structural equation modeling (SEM) using partial least squares (PLS) was used to analyze 262 responses from an older-aged group of consumers from Kosovo.

Findings

The findings of this study showed that COVID-19 as a perceived risk affected online purchase intention. In addition, panic from perceived risk, perceived usefulness of social media and delivery in time also positively impacted the online purchase intention of this group of generations.

Originality/value

The study provides theoretical implications to consumer behavior literature during pandemics and how certain age groups behave during their purchase intention. The study also provides insight into other studies in emerging countries to see similarities and differences in online purchase behavior.

Citation

Toska, A., Zeqiri, J., Ramadani, V. and Ribeiro-Navarrete, S. (2023), "Covid-19 and consumers' online purchase intention among an older-aged group of Kosovo", International Journal of Emerging Markets, Vol. 18 No. 12, pp. 5921-5939. https://doi.org/10.1108/IJOEM-12-2021-1875