Factors Influencing Online Purchasing Behaviour of Female Consumers in the Post-Pandemic Period

Advanced technology and the Internet have changed consumers’ buying habits. Consumers now prefer online purchasing compared to face-to-face shopping. Therefore, this study aims to investigate the crucial factors influencing female customers’ online purchasing behaviour. The technology acceptance model (TAM) and the theory of reasoned action (TRA) were employed with additional variables: personal innovativeness, personal awareness of security, personal consciousness of safety, and satisfaction. A structured questionnaire was applied to collect data from 437 women. Structural equation modelling was employed to analyse the data. The results revealed that perceived ease of purchasing and personal awareness of security positively correlated with attitude, satisfaction, and intention toward online purchasing. Again, perceived usefulness and personal consciousness of safety were significant predictors of attitude and satisfaction, but not predictors of intention. Surprisingly, personal innovativeness does not impact attitude and intention. Intention was positively related to attitude and satisfaction. Satisfaction mediates all the hypothesised relationships. Also, attitude mediates the relationships between perceived usefulness, personal awareness of security, and intention. The investigation may assist managers and policymakers in improving their online settings and becoming more careful to rearrange their business structures in line with current technological advancements to fulfil consumers’ expectations and demands.