The Effect of Covid-19 on Libyans’ Online Buying Behaviour

Abstract

This study aims to investigate the impact of the Covid-19 on electronic purchasing adoption. Consumers in Libyan cities were targeted through an electronic web-based survey. Social Media platforms were used to reach the required sample, which is (384) responses (Krejcie and Morgan's, 1970). Statistical package for social sciences (SPSS) and Structural Equation Modeling (SEM) were used. The key result is that there is a moderately positive effect of Covid-19 on consumers' online purchasing behavior in Libya. In addition, demographic factors did not appear to have a severe impact on the adoption of online purchasing in Libya during the Pandemic, with the exception of educational level. Consumers with less level of education such as BScs, Diplomas and Secondary School Certificates were found to be more affected by Covid-19 than those with higher level of education. The study concluded with its limitations and puts forward some theoretical and practical implications and recommendations.