The COVID-19 pandemic has triggered significant shifts in consumer purchase behavior, prompting the need for a comprehensive understanding of the evolving landscape to inform effective business strategies and policy responses. Using the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study aims to examine the various ways that the pandemic has affected consumer buying patterns, lifestyle modifications, shopping preferences, and technological improvements. The approach applied in this study was a convenience sampling technique with 385 respondents, utilizing partial least squares structural equation modelling (PLS-SEM). The finding reveals substantial movements toward online shopping, propelled by concerns about health and safety, convenience, and technological advancements. However, traditional in-store experiences maintain relevance for certain consumer segments, highlighting the complexity of shopping preferences in the post-pandemic era. Future research should delve deeper into the role of social media in shaping purchasing decisions. By improving our understanding of post-pandemic consumer behavior, stakeholders can better anticipate trends, stimulate innovation, and foster resilience amidst ongoing uncertainty.
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