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The present study is intended to assess the risk factors associated with digital buying. Also aims to design and develop an instrument to assess the digital buyers risk factor score (DBRFS) in light of pandemic.

Present investigation uses a quantitative approach to achieve the stated objectives. The survey instrument for the purpose of assessing risk factors associated with digital buying was developed in two phases. The present study adopts theory of planned behaviour (TPB), built based on the theory of reasoned action (TRA). The data were collected and analysed considering 500 valid responses, sampling unit being digital buyers using social media platforms in tyre-II city of India. The data collection was undertaken between June 2021 and August 2021. The instrument is designed and validated using exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA).

The present research identified six perceived risk factors that are associated with digital buying; contractual risk, social risk, psychological risk, perceived quality risk, financial risk and time risk. The DBRFS of male is 3.7585, while female is 3.7137. Thus, risk taking by the male and female is at par. For the age group 15–30, DBRFS is 3.6761, while age group 31–45 noted as 3.7889 and for the 46–50 age groups it is measured as 3.9649.

The marketers are expected to have the knowledge about how people responds to the pandemic. The outcome of the research helps to understand consumer behaviour but disentangling consumer’s “black box” is challenging especially during global distress. The present study outcome helps the digital shopkeepers to respond positively to meet the needs of digital buying.

The scale development and to quantify the DBRFS. A deeper understanding of about digital consumers during pandemics will help digital shopkeepers to connect issues related digital buying.

The study aims to investigate the factors influencing consumer buying behaviour towards online shopping in Ghana.

A web survey was employed to test the concept mode. Perceived ease of use (PEOU), perceived usefulness (PU), perceived hedonic value (PHV) and perceived trust (PT) served as the independent variables, while consumer online buying behaviour (ConOBB) served as the dependent variable. The convenience sampling method was adopted to solicit data from 437 respondents. SPSS 26 and STATA 17 were the analytical tools used for the study. The analysis of the data includes a structural equation model (SEM) to assess the measurement and the influence of PEOU, PU, PHV and PT on ConOBB.

The study revealed that PEOU (Beta = 0.262), PU (Beta = 0.216), PHV (Beta = 0.354) and PT (Beta = 0.630) all had a positive relationship with ConOBB. The study also established that there are significant relationships between the factors (PEOU, PU, PHV and PT) and ConOBB in Ghana.

The study focuses on Ghanaian consumers and emphasises mainly online shopping factors, which are PEOU, PU, PHV and PT. E-commerce businesses face fierce competition due to the increased availability of websites and other online platforms. To attract potential customers, companies must streamline processes, ensure user-friendliness and create a user-friendly experience.

The uptake of online shopping in Ghana is relatively slow compared with other countries, particularly in Africa. Online shoppers and service providers in Ghana are keen to sustain the industry. However, there is currently a scarcity of empirical studies in Ghana that focus on specific factors that influence consumer online buying behaviour. This study offers a new model that offers novel insights into the specific factors that aid in consumer online shopping behaviour in Ghana. The measuring instrument, which was found to be reliable and valid, also serves as an added value that this study offers. Both the model and measuring instrument can assist managers offering online shopping opportunities to be able to measure and formulate strategies that would enhance consumer online shopping experiences. By adding perceived hedonic value and trust to the model, this study offers a unique extension of the technology acceptance model. Thus, the findings add to the body of knowledge in the field of online shopping, particularly in the context of Ghana.

The purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB.

The antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test.

The antecedents of PDB (digitization practice, credence preference, brand awareness and consciousness, product features, utilitarian behaviour, price and discount factors), RFDB (performance risk, socio-psychological risk, financial risk, aesthetic risk, time and return risk and perceived quality risk) and WI (perceived ease of online search, usefulness of online search, need for touch, socialization and webrooming attitude) were identified. PDB significantly and positively influences RFDB. There is a direct relationship between PDB and WI. WI and RFDB are positively correlated. WI partially mediates between PDB and RFDB.

The research outcome helps the multi-channel retailers to identify the digital platforms to find greater opportunity for customer engagement.

The study augments the body of literature on WI by exploring the interplay of PDB, RFDB and WI, which will help retail personnel to strategize operational practices.