The moderating role of COVID-19 on online purchase intention-decision gap: case in Vietnam

This study examines the moderating role of COVID-19 on the effect of online purchase intention on purchase decisions in Vietnam. Moreover, we estimate the direct impact of perceived behavioural control on consumers' online purchase decisions. Using qualitative and quantitative methods, we explore the effects of attitude, subjective norms, and perceived behavioural control on online purchase decisions mediated by online purchase intention. In particular, the direct correlation between perceived behavioural control and online purchase decision is confirmed, and the moderator plays a significant role in enhancing the correlation between online purchase intention and online purchase decisions in Vietnam.