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    Factors that affect customers' continuance intention to use online shopping apps during the covid-19 pandemic
    (İstanbul Bilgi Üniversitesi, 2022) Khosoor, Behdad; Arıkan, Esra
    ABSTRACT: In 2019, the whole world was affected by an unknown disease that spread the world with undisclosed fears and unknown feelings. Not so long after the spread of the Nobel Corona Virus, COVID-19 created a new reality in every dimension of people’s daily lives. Digital technologies like online shopping applications became one of the main strategies for coping with the fear generated by COVID-19 and a solution for consumers to resolve their daily needs. This research is trying to identify the factors that affect the continuance intention of online shopping application users under the circumstances of COVID-19 using the UTAUT2 and Task-Technology Fit models. Behavioral intentions of online shopping applications were analyzed using the responses from 304 respondents (303 valid responds) from the ages of 18 to 55. The quantitative results show that perceived severity in case of COVID-19, performance expectancy, trust, perceived task-technology fit, perceived benefits (price-saving and time-saving benefits), and satisfaction have significant effects on users’ continuance intention, while social influence and effort expectancy’s effect on continuance intention was not supported. Also, the effects of different variables on customer satisfaction, as one of the most important factors on continuance intention, has been measured and the results show that perceived task-technology fit, performance expectancy, effort expectancy, trust and social influence has significant positive effects on customer satisfaction.