Fourth Industrial Review (4차산업연구)

Korea Fourth Industrial Association (한국4차산업학회)
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Offline Shopping During the COVID-19 Pandemic: Between Need and Fear

  • Received : 2022.02.16
  • Accepted : 2022.10.08
  • Published : 2022.09.30
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Abstract

Purpose - The purposes of this research are: (1) Building and testing a research model that integrates Theory of Reasoned Action (TRA) with fear, perceived risk, and health protocols; (2) Examining the impact of compliance with health protocols on consumer behavior when offline shopping. Research design, data, and methodology - The data collection uses the self-administered survey method, and the questionnaire is distributed online. A total of 504 Indonesian population aged 18 years old or more participate in this research. Data are analyzed using factor analysis, multiple regression, and multiple regression with interaction. Result - This study reveals several findings: (1) Attitude and subjective norm have a significant effect on offline shopping behavior; (2) fear has a direct and indirect effect on offline shopping behavior; (3) the effect of perceived risk on the intensity of offline shopping is determined by compliance with health protocols. Conclusion - This paper discusses the direct influence of attitudes and subjective norms on behavior. This research also integrates fear, perceived risk, and health protocol factors in TRA, which may not have been done much, especially in the COVID-19 pandemic context.

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References

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