Risk perception and purchase intention during the COVID-19 pandemic
DOI:
https://doi.org/10.5585/remark.v23i4.23697Keywords:
COVID-19, Risk perception, Purchase intention, Theory of planned behavior, PLS-SEMAbstract
Objective: To verify the influence of COVID-19 risk perception and in-store purchase intention estimated by the dimensions of an extended TCP model.
Method: The research conducted was descriptive with a quantitative approach involving 596 consumers. The technique used was Structural Equation Modeling, using SmartPLS version 3.
Originality/Relevance: This research incorporated anticipated fear into the TCP model to construct an extended model. The extended TCP model assists in enabling a comprehensive analysis and a better understanding of consumer in-person purchase intention during the COVID-19 pandemic.
Results: The results showed that COVID-19 risk perception negatively influenced the elements of the TCP model and positively influenced anticipated fear. In addition, attitude, subjective norm, and perceived behavioral control had a positive impact on purchase intention. Therefore, the antecedents of the TCP model mediate the relationship between COVID-19 risk perception and purchase intention, but anticipated fear has no influence.
Theoretical/Methodological Contributions: This study adds to the knowledge on how COVID-19 risk perception influences purchase intention by using a TCP model.
Contributions to Management: The findings can contribute to understanding consumer behavior during a pandemic and help government and marketing departments take measures to reduce losses.
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