Predicting In-Store Shopping post-COVID using Theory of Planned Behaviour

Srivastava Ekta () and Gladys Stephen ()
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Srivastava Ekta: Indian Institute of Management Kozhikode
Gladys Stephen: Indian Institute of Management Kozhikode

No 457, Working papers from Indian Institute of Management Kozhikode

Abstract: This conceptual research addresses the challenge faced by physical store retailers in gaining consumer traffic as they are re-opening after pandemic lockdown. On the basis of relevant literature review, this research identified a set of variables which can explain the consumer intention to return to in-store shopping post-COVID. These variables are integrated into a testable research mode which is based on the Theory of Planned Behaviour (TPB) with a set of hypotheses. New constructs such as escapism, perceived product relevance and store trust have been added to TPB to explain the research phenomenon.Length: 3 pages

Date: 2021-03
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