Abstract
In the new digitalized era, seller and buyer interact at the market space whereby the market space is provided on a different digital platform. Gradually, consumers are transforming into e-consumers. The COVID-19 pandemic has changed consumers' purchasing patterns. During the lockdown, e-commerce firms expanded at a breakneck rate. It becomes crucial for e-commerce companies to analyze the buying behaviour pattern of e-consumers during this phase. So, a study is needed to analyze the changing buying behaviour of consumers towards online shopping. A structured questionnaire was designed to collect the data from 400 respondents. SPSS 20 and AMOS 20 were further used for the analysis of data. Findings indicate important antecedents of the buying behaviour pattern of e-consumers. The proposed model represents the buying behaviour pattern of e-consumers during the COVID-19 pandemic, which may help e-commerce companies to acquire new consumers and retain the existing ones.