Factors affecting consumer post COVID-19 online shopping behavior: the moderating role of commitment – evidence from Palestine

The aim of this study is to explore the factors influencing Palestinian consumer purchase decision toward online shopping post COVID-19: The moderating role of commitment. An empirical study was conducted using a questionnaire which was answered by 342 Palestinian customers. The findings show a link between the independent variables (i.e. perceived privacy, perceived behavioral control, perceived quality of website, and subjective norms) and the consumer’s purchase decision toward online shopping based on various factors discussed in depth in this paper. Furthermore, commitment as a moderating variable strengthens the impact of perceived privacy, perceived behavioral control, perceived quality of website, and subjective norms on consumer purchase decision toward online shopping. This study provides an integrated model from a less developed country that includes the factors that influence consumer’s purchase decision toward online shopping post COVID-19 pandemic in Palestine, as well as examining the role of commitment as a moderator variable