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

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.