Perceived financial risk’s effect on purchase intention.

What is it about?

Every disaster creates opportunities, and the recent COVID-19 pandemic is no different. Due to this pandemic, people have started to think differently and old methods of doing things need to be reconsidered. To remain safe from COVID-19, people are bound to stay at home. This situation created an atmosphere where both sellers and buyers started to capitalize on online shopping .Even though online shopping has been here for a few decades, it hasn't gotten the attention. COVID-19 has been instrumental to increase online shopping in Pakistan. Drawing on information processing theory this study conceptualizes a moderated mediation model to investigate the underlying influence of perceived financial risk of search and experience goods and online social ties on electronic word of mouth adoption and the subsequent effect on online purchase intention.

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