Application of theory of planned behaviour in determining attitude and to measure purchase intention under the fear of Covid-19

Abstract

This study attempts to examine the role of health consciousness and Covid-19 protocol on attitude towards online shopping followed by its effect on purchase intention. The framework of the study is derived from TPB theory. Data for the study are collected from the online shoppers during the Covid-19 outbreak. Structural equation modelling (SEM) is used to test the relationship and to predict shopping behaviour. The results report that health consciousness and Covid-19 protocol have shown significant and positive effect on attitude towards online shopping. Further, attitude and Covid-19 are found the predictor of behaviour intention to purchase online. However, health consciousness has shown insignificant effect on behaviour intention. The outcome of the study may help retailers to understand consumer shopping behaviour and the changes occurred during Covid-19 outbreak. Findings may help retailers to rationalize their resources as per the change in customer preference.

Keywords

• TPB
• purchase intention
• covid-19
• E-commerce
• health consciousness
• customer preference