Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Predicting Intention To Choose E-Shopping Using Theory Of Reasoned Action Subjective To Covid 19 Pandemic

Author(s): J. Ashokkumar and P.S. Nagarajan

The substantial use internet mandates humongous use of e-commerce websites which results in tectonic shift from traditional to online shopping among the Gen Y. However, the spate of covid 19 pandemic truncated consumers to beckon a different shopping wave. As Theory of Reasoned Action (TRA) is a widely used model amidst criticisms to study the intention or behaviour constructs like attitude, subjective norm, and facilitating condition and COVID-19 (New construct) pandemic as situation factor were considered. Responses were collected from 400 Indian consumers who did online shopping and analyzed with SPSS 23. and Amos. The study confines that situational factor (Covid-19 pandemic); subjective norm; and facilitating condition positively influence online purchase intention. Thus, this study empirically proved that with the employment of TRA online buying intention transcended traditional buying due to COVID-19 pandemic.

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