Young generations, especially students, are increasingly turning their attention to e-purchasing apps. However, little has been investigated regarding students' tendencies during market turbulence or a pandemic situation such as COVID-19. To address this knowledge gap, this study develops a model from the perspective of e-purchase intention for university students during the COVID-19 pandemic based on one of the most famous social network sites (SNSs), WeChat, in China. The model is tested using survey data from 608 students studying in China. The results indicate that WeChat, as a popular and commonly used social media, affects users in their e-purchase intention during the COVID-19 pandemic in China through information shared by various users. Further, the effect of trust moderates the relationship between market turbulence and e-purchase intention among university students in China. Despite some limitations, such as survey data collected from students only in a single country, the study contributes to theory and practice by shedding light on SNS-based e-purchase intention among students in China during market turbulence. Theoretical contributions and managerial implications gleaned from this study and its empirical results are discussed.
Keywords: COVID-19; China; WeChat; e-purchase; students; university.
© The Author(s) 2022.