From Crisis to Continuity: The Role of Perceived Ease of Use and Usefulness in Driving E-Loyalty in Online Shopping During COVID-19

Abstract Book of the 10th International Conference on Research in Business, Management and Finance

Year: 2026

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From Crisis to Continuity: The Role of Perceived Ease of Use and Usefulness in Driving E-Loyalty in Online Shopping During COVID-19

Prof. Clarise Mostert, Rachelle van der Westhuizen

ABSTRACT:

The COVID-19 pandemic fundamentally altered consumer shopping behaviour, accelerating the adoption of online shopping across global and emerging markets. While prior research has largely focused on online shopping adoption during crisis periods, limited attention has been given to the factors that foster sustained consumer loyalty beyond initial adoption. This study investigated the role of perceived ease of use and perceived usefulness in driving e-loyalty in an online shopping context during the COVID-19 pandemic. Using a quantitative, descriptive research design, data were collected from 280 South African consumers who engaged in online shopping during the pandemic through a self-administered online questionnaire. Exploratory factor analysis revealed a novel convergence of perceived ease of use and perceived usefulness into a single construct. Furthermore, results indicate that PEU&U has a significant positive effect on consumers’ e-loyalty, outperforming other drivers identified in prior studies. The findings suggest that during crisis conditions, consumers are more likely to develop loyalty toward online retailers when platforms are intuitive, efficient, and functionally beneficial. This study contributes to the literature by extending technology acceptance insights into a crisis-driven loyalty context and offers practical implications for online retailers seeking to sustain e-loyalty post-pandemic.

Keywords: Consumer Behaviour; Crisis Context; Electronic Loyalty; Online Retailing; Technology Acceptance