Consumers' Intention to Use Digital Shopping Operations Post COVID-19 Pandemic: Consumers’ Value Perspective

Abstract

Through the lens of the value adoption model (VAM), this study examines the consumers' perceived value and intentions to adopt digital shopping post covid. The hypothesized model is tested using structural equation modelling with the responses of 325 Indian consumers. The purposive sampling technique was used to reach out to individuals who had made an online purchase in the last six months. This work indicates the importance of Perceived technological innovativeness and Perceived credibility as the important predictors of consumers' intentions to use digital shopping. Moreover, Perceived value is also found to be one of the most important predictors of digital shopping. The study identifies the Risk of Covid 19 as a moderating variable, which has a favourable significant influence on the behavioural intentions to adopt Digital shopping. This study has revealed that the existence of value perceptions is a major impediment to customers' intention to continue online shopping. This study sheds light on drawing upon the trust-based factor called perceived credibility, which was the limiting factor in Technology Adoption Model (TAM) theory. The study’s findings will help retailers and marketers to attract more consumers with the power of technological-based digital shopping.