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Technological development essentially transformed the foundation of global businesses. Business operations started to move from traditional to advance digitalized practices which gave rise to the e-commerce business, making the online environment more competitive. Despite such changes, there remains a consumer that is not involved in online shopping especially in developing countries. The spread of COVID-19 pandemic has caused radical changes to the way the consumer form intention and behavior toward digitalized solutions. This paper analyzes the impact of buying impulse, attitude, subjective norms, enjoyment and trust on consumer purchasing intention during the pandemic using a sample of 306 Lebanese citizens. SPSS version 24.0 is applied as a statistical technique used; results found positive effect of all factors on consumer purchasing intention. Then, discussions, conclusions and recommendations are presented.


Online Purchase Intention, buying impulse, trust, Attitude, Subjective Norms

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