Assessing the Moderating Effect of COVID-19 Pandemic on Online Customer Purchasing Behaviour in the Fashion Industry of Bangladesh

Theoretical framework: The study measures influence of the independent variables such as product price, quality, brand image, data privacy concerns, and cultural dimension (UAI) over the past couple of years of the pandemic. The proposed conceptual framework has one dependent variable (online customer purchasing behaviour) and one mediator (online customer purchasing intention). Covid 19 Pandemic is hypothesized to moderate the relationship between the mediator and the dependent variable.   Design/Methodology/Approach: The authors used inferential statistics to accomplish the purpose of the research. Via quantitative analysis using the SPSS, the factors that influence online shopping have been revealed by gathering and analysing data obtained over web-based surveys. The authors approached 500 respondents from the 12th of April 2021 to the 5th of June 2022 and got close to a 73% response rate, 364 responses.   Findings: The results exhibit that all mentioned factors except brand image and data privacy concerns have a momentous and significant relationship with consumers’ online shopping behaviour which further gets stronger due to the moderating effect of Covid-19.   Research practical and social implications: The study contributes to the existing literature and theories in terms of monitoring online customer purchase behaviour.  The findings will also help companies to develop and enhance their current CRM strategy and innovations to manage online shopping behaviour and achieve their commercial targets.   Originality/Value: The value of this study lies in its contribution to an understanding of online purchase behaviour, particularly in the context of the Covid-19 pandemic. By identifying influential factors and exploring their impact, the findings provide actionable insights for companies to adapt to changing consumer behaviours