Do Perceived Risk and Non-pharmaceutical Intervention Affect Consumers’ Intention to Visit Shopping Mall during the Covid-19 Pandemic?

  • Edit Suryo Ajiputra
  • Barrakha Kugitama Binus University
  • Junhyuk Lee Bina Nusantara University
  • Evelyn Hendriana Binus University
Keywords: COVID-19, Non-pharmaceutical Intervention, Risk Perception, Theory of Reasoned Action (TRA)

Abstract

Most research on mall visit intention emphasized the store atmosphere and shopping values. In the current situation of the COVID-19 pandemic, consumers may postpone visiting shopping malls due to health risks. A limited number of studies consider risk perception as the antecedent of shopping mall visit intention. Furthermore, even though the role of non-pharmaceutical intervention is relevant to the context of the COVID-19 pandemic, only a few studies are looking at this variable as the antecedent of behavioral intention. This paper aims to understand customer intention to shop in malls despite the COVID-19 social restrictions. This research extends the theory of reasoned action by attaching two dimensions of perceived risk, namely cognitive and affective perceived risks and non-pharmaceutical intervention. Samples of 180 respondents in Greater Jakarta, Indonesia, were selected using snowball sampling. Their responses were analyzed using partial least square structural equation modeling. The findings showed that attitude was the most potent influencing variable to mall visit intention. Moreover, this study found that cognitive perceived risk influences attitude, subjective norms, and non-pharmaceutical intervention, while affective perceived risk only influences non-pharmaceutical intervention.

Author Biographies

Edit Suryo Ajiputra

Edit Suryo Ajiputra is a student in Binus Business School Master Program major in Business Management, Bina Nusantara University in Jakarta, Indonesia. His previous Bachelor's Degree background major in Arts and Design, focusing on new media, previous study was earned at Binus International University Jakarta, Indonesia.

Barrakha Kugitama, Binus University

Barrakha Kugitama is currently taking a Master of Management at Binus Business School, Bina Nusantara University in Jakarta. He got his undergraduate degree in Industrial Engineering from Parahyangan Catholic University in Bandung, Indonesia.

Junhyuk Lee, Bina Nusantara University

Junhyuk Lee is currently taking a Master of Management course at Binus Business School, Bina Nusantara University in Jakarta. His undergraduate major is Economics at Sogang University in the Republic of Korea.

Evelyn Hendriana, Binus University

Dr. Evelyn Hendriana is a senior faculty member at Binus Business School Master Program, Bina Nusantara University in Jakarta, Indonesia and a member of Marketing in Asia Group (MAG) Scholar. She earned her BSc in Management from University of Pelita Harapan, Indonesia, MSc in Accounting from the University of Indonesia, and PhD in Marketing from Putra Business School, Universiti Putra Malaysia. She has authored and co-authored some research papers, particularly in the area of consumer behavior and tourism marketing. She received the young service researcher award at the 5th International Research Symposium in Service Management (IRSSM). Her main research interests are in the scope of consumer behavior, international marketing, service marketing, social media marketing, and tourism marketing.

Published
2021-12-31
How to Cite
Ajiputra, E., Kugitama, B., Lee, J., & Hendriana, E. (2021). Do Perceived Risk and Non-pharmaceutical Intervention Affect Consumers’ Intention to Visit Shopping Mall during the Covid-19 Pandemic?. Contemporary Management Research, 17(4), 271-301. https://doi.org/10.7903/cmr.21052
Section
Marketing