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

Author

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  • Ekta Srivastava

    (Indian Institute of Management Kozhikode)

  • Gladys Stephen

    (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

Suggested Citation

  • Ekta Srivastava & Gladys Stephen, 2021. "Predicting In-Store Shopping post-COVID using Theory of Planned Behaviour," Working papers 457, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:457
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    File URL: https://iimk.ac.in/websiteadmin/FacultyPublications/Working%20Papers/3410IIMK_WPS_457_MM_202116_Upload.pdf?t=22
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    Cited by:

    1. Wijdan Abbas & Shahla Eltayeb, 2022. "Psychosocial indicators of individual behavior during COVID 19: Delphi approach," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-9, December.

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