The Mediating Role Of Online Customer Assistance In The Adoption Of Online Purchase: Empirical Evidence From KSA During Covid-19

Abstract

In this study, the role of online customer assistance is investigated as a mediator of online purchase adoption in the “Kingdom of Saudi Arabia” (KSA) during the COVID-19 pandemic. The research conducts examination of influences from perceived ease of using and customer support on the consumers’ online shopping behaviour by using Technology Acceptance Model (TAM). Regression analysis and correlation tests were used to analysed data collected by surveying 80 respondents. This study reveals that perceived ease of use and online customer assistance affect the likelihood of an online purchase. Given these findings the study recommends that enterprises enhance their customer support system by employing live chat and AI driven service so that the adoption of online shopping can further increase, other than enhancing usability of the platform. The recommendations provided here are critical for KSA businesses which are looking to adjust to the post pandemic e-commerce environment and fill the increasing need of convenient and dependable online shopping.