Academy of Marketing Studies Journal (AMSJ)

Source ID:00000154
Volume 25, Issue 4,June 2021, Pages 1-15, Page Count - 15

PREDICTING INTENTION TO CHOOSE E-SHOPPING USING THEORY OF REASONED ACTION SUBJECTIVE TO COVID 19 PANDEMIC

J. Ashokkumar (1) P.S. Nagarajan (2)

(1) Central University of Tamil Nadu, Neelakudy, India.
(2) Alagappa University, Karaikudi, India.

Manuscript ID:- 00000-80514
Access Type : Open Access
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Cite this article:J. Ashokkumar,P.S. Nagarajan,  Predicting Intention To Choose E-shopping Using Theory Of Reasoned Action Subjective To Covid 19 Pandemic, Academy of Marketing Studies Journal(AMSJ), 2021, 25(4), PP.1-15

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Abstract

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.
Author Keywords
E-shopping COVID 19 Pandemic Buying Intention


ISSN Print: 1095-6298 ISSN Online: 1528-2678
Source Type: Journals Document Type: Journal Article
Publication Language: English DOI:
Abbreviated Journal Title: AMSJ Access Type: Open Access
Publisher Name: Allied Business Academies Resource Licence: CC BY-NC
Major Subject:Social Sciences and Humanities Subject Area classification: Decision Sciences
Subject area: E-Commerce and M- Commerce Source: SCOPEDATABASE