An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour
- Authors
- Wang, X.; Wong, Y.D.; Chen, T.; Yuen, K.F.
- Issue Date
- Mar-2022
- Publisher
- Elsevier Inc.
- Keywords
- Contactless technologies; COVID-19; Identity theory; Protection motivation theory; Technology-dependent shopping; Theory of planned behaviour
- Citation
- Journal of Business Research, v.142, pp 1053 - 1067
- Pages
- 15
- Journal Title
- Journal of Business Research
- Volume
- 142
- Start Page
- 1053
- End Page
- 1067
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/54976
- DOI
- 10.1016/j.jbusres.2022.01.042
- ISSN
- 0148-2963
1873-7978
- Abstract
- The COVID-19 pandemic has led to a rapid surge of digitalisation in shopping activities. Although the rising phenomenon of technology-dependent shopping is sensational, the subtle motivations that cause such a phenomenon remain to be explored. Thus, extending the theory of planned behaviour (TPB), this study investigates two distinct motivations (i.e. to respond to health concerns and to express self-identity) that lead to technology-dependency among modern shoppers. A survey instrument is adopted for data collection online targeting adult shoppers in Singapore, and the data (n = 519) are analysed using structural equation modelling. Results reveal that the two motivations mediate the relationship between subjective norm/perceived behavioural control and shoppers’ behavioural intention. The response- and identity-mediated paths lead to differentiated behavioural consequences: the former is associated with only shoppers’ engagement intention with shopping technologies, whereas the latter also instigates the habit of technology-dependent shopping. The findings contribute to the TPB framework by confirming the mediator role of two context-specific motivations. The revealed habit formation process of technology-dependent shopping provides practical implications in managing the retailer-shopper relationship in the pandemic era. © 2022 Elsevier Inc.
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