Embracing mobile shopping: what matters most in the midst of a pandemic?

The COVID-19 pandemic has brought about significant changes to the lives of many people. One of which is the accelerated digitalization in the commerce sector. Hence, this study looks to determine the antecedents that affect users' mobile shopping actual use during a pandemic. The research model was founded on the integration of the Protection Motivation Theory and Transactional Theory of Stress. This is in addition to further extending the integrated research model with other constructs to develop a multi-dimensional framework that accounted for the health, personal, technological and social dimensions. The data was collected from users of mobile shopping through an online survey which was then analyzed via Partial Least Squares–Structural Equation Modeling. This study provides empirical support to establish the major role of COVID-19 pandemic in affecting the actual usage of mobile shopping. Furthermore, the determinants of actual usage of mobile shopping were found to be multi-dimensional. In particular, the Importance-Performance Map Analysis revealed that emphasis should be place on perceived vulnerability. As other studies focused on users' intentions, this study looked into the factors that influence the actual usage of mobile shopping. Furthermore, this study emphasizes on the contextualization of time and situation in addition to a multi-dimensional approach toward the subject matter. Overall, this study offers practical insights to stakeholders to better tailor their mobile shopping services in times of a pandemic and advances the literature on actual usage of mobile shopping.