How the Use and Acceptance of E-commerce was Affected by the COVID-19 Outbreak - A Japanese Case

Abstract

In this study, a panel data survey covering multiple time points and analysis, by applying the technology acceptance model based on structural equation modeling, were conducted to understand the changes in the psychological mechanisms of using electronic commerce (EC) by Japanese consumers before and after the COVID-19 outbreak. Evidently, compared with the number of people before the outbreak, those who considered EC essential immediately after the COVID-19 outbreak increased significantly. The percentage of people who considered EC essential did not decrease even after a certain period since the COVID-19 outbreak. On the other hand, the total effect of the COVID-19 related latent variable on the EC usage decreased after a certain period compared with that immediately after the outbreak. Furthermore, after a certain period since the COVID-19 outbreak, the necessity of EC decreases for those who are not aware of its convenience. Some people use EC not only because of its convenience, but also because of the subjective norm of whether other people around them are using it. According to the analysis by the city size of the residential area, subjective norm significantly influences the intention to use EC, especially in areas with small populations.