Previously, studies reported inconclusive findings while analyzing the influence of factors affecting online purchase intention. Also, most studies were conducted in the context of developed countries, limiting us to a specific context. Hence, for comprehensive understanding, this study aims at examining the factors affecting the online purchase intention in the e-commerce industry of Jordan. The survey was conducted to collect data from university students in Jordan. Structural equation modeling was employed to analyze the data. Findings show that attitude, subjective norms, perceived behavioral control are positively associated with online purchase intention. However, perceived risks are negatively associated with online purchase intention. Although all factors are significantly related to online purchase intention, the attitude has a greater influence. This study adds value to the theory of planned behavior and consumer behavior by examining attitude, subjective norm, perceived behavioral control, and perceived risks as important predictors of online purchase intention. Besides, this study suggests that online retailers must keep their commitments, promises, and customers’ interests in mind while developing e-commerce strategies.

This study investigates the effect of perceived risks, i.e., financial risk, product risk, and convenience risk, as well as the COVID-19 pandemic situation on online shopping behavior among Malaysians. This study uses convenience sampling techniques and comprises 185 respondents who have experience buying online. In addition, the study setting was non-contrived, and data was gathered using a closed-ended questionnaire through an online survey. Descriptive analysis was conducted using SPSS version 25.0 software and SmartPLS version 3.2.8 to test the proposed hypotheses. This study found that perceived risk factors such as financial, product, and convenience risk did not influence online shopping behavior. In contrast, the COVID-19 pandemic positively influences online shopping behavior among consumers. It showed a new development in the theory of online shopping behavior, where users continue to make purchases despite being aware that there may be various risks due to the spread of COVID-19. The role of the ministry, business owners, and consumer associations needs to be given attention to form a sustainable electronic commerce system and protect the rights of consumers. This research can help consumers understand their rights.