The main goal of this doctoral dissertation is to show the factors influencing the online buying intention of consumer electronics during the COVID-19 pandemic. The same was achieved through the applicability of the model through the unified theory of acceptance and use of new technologies in the field of consumer electronics online shopping in the Republic of Croatia. Also, the moderating influence of generation groups (Generation X and Generation Y) on the online purchase of consumer electronics is researched. The methodology includes primary research through a survey questionnaire conducted among respondents in the Republic of Croatia, using confirmatory factor analysis and a structural equation model to analyze the collected data. The results show that the models are statistically significant and that there is a significant influence of the independent variables on the intention to buy online. The extended model is not fully representative, but it shows statistically significant relationships. Also, it is determined that there is a statistically significant difference in the estimation of model parameters between generations X and Y. The scientific contribution is visible in the development of a new extended model of the unified theory of acceptance and use of new technologies with the moderating influence of age groups, the bandwagon effect in the online purchase of consumer electronics, and the moderating influence of age groups on the intention to purchase consumer electronics online.