Kashyap, Anil Kuma ; Kuma , Ajay
A icle
Applica ion o heo y o planned beha iou in de e mining
a i ude and o measu e pu chase in en ion unde he ea
o Co id-19
Cogen Business & Managemen
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Sugges ed Ci a ion: Kashyap, Anil Kuma ; Kuma , Ajay (2024) : Applica ion o heo y o planned
beha iou in de e mining a i ude and o measu e pu chase in en ion unde he ea o Co id-19,
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Applica ion o heo y o planned beha iou in
de e mining a i ude and o measu e pu chase
in en ion unde he ea o Co id-19
Anil Kuma Kashyap & Ajay Kuma
To ci e his a icle: Anil Kuma Kashyap & Ajay Kuma (2024) Applica ion o heo y
o planned beha iou in de e mining a i ude and o measu e pu chase in en ion
unde he ea o Co id-19, Cogen Business & Managemen , 11:1, 2376108, DOI:
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2024, VoL. 11, no. 1, 2376108
Applica ion o heo y o planned beha iou in de e mining a i ude
and o measu e pu chase in en ion unde he ea o Co id-19
anil kuma kashyapa and ajay kuma b
aDepa men o HPKV Business school, Cen al uni e si y o Himachal P adesh, Dha amshala, india; bDepa men o
Managemen , sha da school o Business s udies, sha da uni e si y, g ea e noida, u a P adesh, india
ABSTRACT
his s udy a emp s o examine he ole o heal h consciousness and co id-19 p o ocol
on a i ude owa ds online shopping ollowed by i s e ec on pu chase in en ion. he
amewo k o he s udy is de i ed om PB heo y. Da a o he s udy a e collec ed
om he online shoppe s du ing he co id-19 ou b eak. s uc u al equa ion modelling
(seM) is used o es he ela ionship and o p edic shopping beha iou . he esul s
epo ha heal h consciousness and co id-19 p o ocol ha e shown signi ican and
posi i e e ec on a i ude owa ds online shopping. Fu he , a i ude and co id-19 a e
ound he p edic o o beha iou in en ion o pu chase online. howe e , heal h
consciousness has shown insigni ican e ec on beha iou in en ion. he ou come o
he s udy may help e aile s o unde s and consume shopping beha iou and he
changes occu ed du ing co id-19 ou b eak. Findings may help e aile s o a ionalize
hei esou ces as pe he change in cus ome p e e ence.
1. In oduc ion
i is e iden ha co id-19 is esponsible o he signi ican change in beha iou . Whe he o a oid he
isk o in ec ion o due o lockdown es ic ion, beha iou al changes we e cons an ly obse ed. he lon-
ge i i y o co id-19 made some o hese changes s able. i u he s essed ou business ac i i ies bu
also lou ished oppo uni ies o new ideas in business. esea che s ac oss he Wo ld esea ched he
impac o changes wi nessed due o co id-19 ou b eak (Meh a e al., 2020; Pham e al., 2020). in his
se ies he impac o co id-19 on consume beha iou is also add essed (Zwanka & Bu , 2021). s udy
con i med ha co id-19 accele a ed he shi owa ds a mo e digi al wo ld and igge ed changes in
online shopping beha iou s ha a e likely o ha e las ing e ec s (Unc aD, 2020). a su ge in numbe o
cus ome s shopping online and i s ime use s a e obse ed du ing he pandemic (halan, 2020). Unde
hese ci cums ances examining he alidi y o heo y o planned beha iou ( PB) make sense. his heo y
ad oca es ha beha iou al achie emen o changes depends on bo h mo i a ion (in en ion) and abili y
(beha iou al con ol). ajzen (1991) s a ed ha in en ion o pe o m di e en kind o beha iou can be
p edic ed wi h high accu acy om a i udes owa d he beha iou , subjec i e no ms, and pe cei ed
beha iou al con ol; and hese in en ions, oge he wi h pe cep ions o beha iou al con ol, accoun o
conside able a iance in ac ual beha iou .
he ou b eaks o co id-19 p oduce he ci cums ances whe e pe o ming no mal shopping beha iou
was no possible. Fea o sp ead o i us, es ic ions imposed, manda e o co id-19 p o ocol including
social dis ancing no ms, and wea ing a mask a e he ac o s esponsible o change in shopping beha iou .
lockdown and cu ew which lead closu e o ma ke s and shop a e also esponsible o shi shopping
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT anil Kuma Kashyap [email p o ec ed]om Depa men o HPKV Business school, Cen al uni e si y o Himachal
P adesh, Dha amshala 176215, india.
his a icle has been co ec ed wi h mino changes. hese changes do no impac he academic con en o he a icle.
h ps://doi.o g/10.1080/23311975.2024.2376108
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 29 Janua y 2022
e ised 15 May 2024
accep ed 1 July 2024
KEYWORDS
PB; pu chase in en ion;
co id-19; e-comme ce;
heal h consciousness;
cus ome p e e ence;
online shopping
REVIEWING EDITOR
hui en (helen) cai,
Middlesex Uni e si y
Business school, Uni ed
kingdom
SUBJECTS
heal h & De elopmen ;
Business, Managemen
and accoun ing; indus y
& indus ial s udies
2 a. k. kashYaP anD a. kUMa
physical o online. ecen ly conduc ed s udies concluded ha heal h conce ns posi i ely inc eases he
likelihood o o de ing online du ing he pandemic and pos pandemic (Unnik ishnan & Figliozzi, 2021).
also he s udy in he con ex o Malaysian e ail indus y by nase i (2021) highligh ed he challenges o
shopping du ing pandemic and discussed he online shopping ac i i ies du ing co id-19 ou b eak.
he e o e i can be assu ed ha o ensu e he sa e y and o a oid he b each o social dis ancing o o
ollow he co id-19 p o ocol cus ome s p e e ed online shopping du ing he ou b eak.
he p oposed s udy is an e o o examine he applica ion o heo y o planned beha iou in mea-
su ing he changes in shopping beha iou du ing co id-19 ou b eak. Fi s , he s udy explained he con-
cep ual amewo k o PB ( heo y o Planned Beha iou ) ollowed by i s componen s such as a i ude
and beha iou in en ion and pe cei ed con ol. la e , i explains co id-19 ela ed ac o s esponsible o
he changes in a i ude and beha iou al in en ions and accoun able o o m pe cei ed con ol. hese
ac o s a e e med as heal h consciousness and co id-19 p o ocol.
Online shopping beha iou , pu chase in en ion and shopping a i ude owa ds online a e ex ensi ely
esea ched in he p e co id e a o in no mal ci cums ance. Bu , because o in ense impac o co id-19
on beha iou al aspec s i is signi ican o explo e beha iou al change and also o iden i y he ac o s
esponsible o hese changes. as pe PB, any ac ion a pe son akes is guided by h ee ypes o consid-
e a ions: beha io al belie s, no ma i e belie s and con ol belie s. as o now PB ( heo y o planned
beha io ) is mos ly applied o p edic heal h beha io (conne & no man, 1994). howe e , i s applica ion
o de e mine he change in consume beha io is a ely a ailable in li e a u e.
o alida e he applica ion o PB, he p oposed s udy aims o examine he in luence o heal h con-
sciousness and co id-19 p o ocol on a i ude and i s in luence on beha iou in en ion o pu chase. he
ou come o he s udy may help e aile s o unde s and consume shopping beha iou and espec i e
changes du ing co id-19 ou b eak. Findings may help e aile s o a ionalize hei esou ces as pe he
change in cus ome p e e ence. con i ma o y ac o analysis is used o p edic shopping beha iou ol-
lowed by aMOs o alida e he model. Da a o he s udy is collec ed om he online shoppe s du ing
co id-19 ou b eak. i ems used in he ins umen a e ex ac ed om he p e ious s udies and whe e e
equi ed a li le modi ica ion a e made.
2. Concep ual amewo k and hypo hesis de elopmen
2.1. Theo y o planned beha iou (TPB)
heo y o planned beha iou ( PB) is p oposed by ajzen (1991) o add ess he ela ionship be ween a i-
ude, subjec i e no m, pe cei ed beha iou con ol, in en ion and beha iou . PB is he ex ension o heo y
o easoned ac ion de eloped by ajzen and Fishbein (1977). a ca ied some limi a ions in dealing ol-
un a y beha iou o consume s. howe e , bo h he heo ies p edic he beha iou o consume s. Bu PB
is mo e likely used in p edic ion o consume beha iou (ahmmadi e al., 2021; chen & ung, 2014). in
online shopping PB and i s applica ion a e discussed in a ious s udies (aka , 2021; c espo & od íguez
del Bosque, 2008; ha e al., 2019; hsu e al., 2006; ehman e al., 2019). lim e al. (2016) epo ed subjec i e
no m and pe cei ed use ulness as he signi ican in luence s o he online pu chase in en ion
Online shopping a i ude is d i en by he concep o u ili y, accessibili y, con enience, pe cei ed use-
ulness, pe cei ed p ice and in o ma ion e c. While p edic ing change in beha iou al using PB model
a i ude, subjec i e no ms and beha iou con ol a e he majo componen s. Du ing he ou b eak o
co id-19 se e al ac o s eme ged in suppo o online shopping. a no ewo hy change in consume
pe cep ion o online shopping is ho oughly obse ed du ing he sp ead o co ona i us. i may assume
ha hese changes ollowed he pa e n o heo y o planned beha iou whe e online shopping was
in luenced by beha iou al belie s (belie s abou he p obable consequences o he p ac iced beha iou ),
no ma i e belie s (belie s abou he no ma i e expec a ions o o he people), and con ol belie s (belie s
abou he p esence o ac o s ha may enable o obs uc he pe o mance o he beha iou .
Du ing he ou b eak o co id-19 shopping in usual p ac ice was no possible. he e was a angible
isk o ge ing in ec ed in he usual way o shopping. he e o e, beha iou al belie was a ec ed du ing
he pandemic. as a as no ma i e belie is conce ned p e ious s udy a gued ha subjec i e no m has
di ec ela ionship wi h online pu chase beha iou (geo ge, 2004). in online shopping con ex , subjec i e
cOgen BUsiness & ManageMen 3
no ms e e o consume pe cep ion ega ding he use o online shopping by he opinions o he e e -
en g oup (e.g., iends o colleagues) (lin, 2007, p. 434). in he s essed si ua ion o pandemic consume
pe cep ion o online shopping was pe suaded by he opinion o o he use s ( iends and colleagues).
howe e , he change in consume pe cep ion was appa en ly in luenced by he u ili a ian aspec s o
online shopping. in case o con ol belie s he e we e numbe o ac o s p esen du ing he co id-19
pandemic especially he co id p o ocol (social dis ancing, wea ing a mask, equen hand washing e c.).
hese belie s enabled online shopping and hinde ed he physical shopping (Figu e 1).
2.2. Heal h consciousness, a i ude and beha iou in en ion
he lockdown came up wi h shop closu e, es ic ions on pe son- o-pe son con ac and public ga he ing
signi ican ly in luenced consume s pu chase libe y (addo e al., 2020). Online shopping was conside ed
mo e use ul due o i s pe cei ed bene i s and u ili y. in pandemic esea che s essed on sa e y p ac ice
which mu ed consume buying beha iou (sehgal e al., 2021). cus ome conce ns abou heal h and
sa e y eme ged as he p ime mo i e o buy online a he han he mone a y and u ili a ian bene i s hey
de i ed om online shopping. he e o e, i is e iden ha online shopping in pandemic is no only
d i en by i s con en ional bene i s bu also mo i a ed by he ci cums an ial ac o s. cus ome p e e ence
o educe he heal h isk is iden i ied as one o he easons o shi owa ds online shopping (i ano ić
& an onije ić, 2020). change in consume p e e ence due o pandemic associa ed isk is s a ed in o he
s udy oo (kulka ni e al., 2020). Unde he ea o sp ead o i us, hygiene, heal h and sa e y a e an ici-
pa ed as new shopping s anda d (legge , 2021). Online e aile s ook o e he lead in execu ing and
p omo ing hese s anda ds. con ac less deli e y, sani iza ion o each consignmen and p omo ing
co id-19 p o ocol a e some o he ini ia i es which ga e an ad an age o he online e aile s.
cus ome conce n abou heal h and sa e y e med as cus ome pandemic conce n had an impac on
hei pu chase in en ions (aka , 2021). s udy also s a ed ha heal h conce n and anxie y migh impac a
cus ome ’s online pu chase in en ion wi h he occu ence and sp ead o co id-19 (chan e al., 2020).
he e o e, cus ome s s a ed ollowing co id p e en a i e s a egies in hei shopping. Online shopping
eme ged as one o such s a egy. s udy con i med ha pe cei ed po en ial h ea o li e (dea h h ea )
is posi i ely ela ed o online pu chase in en ion (Öz ü k, 2020).
h1: heal h consciousness has a signi ican posi i e e ec on cus ome s’ online shopping a i ude.
h2: heal h consciousness has a signi ican posi i e e ec on cus ome s’ online beha iou in en ions.
2.3. Beha iou con ol in Co id-19 p o ocol, a i ude, and beha iou in en ion
Based on heo y o planned beha iou ( PB), pe cei ed beha iou con ol is de ined as an indi idual’s
con idence ha he o she is capable o pe o ming he beha iou (ajzen, 1991). i has wo aspec s i s ,
how much a pe son has con ol o e beha iou and he second, how con iden a pe son eels abou
being able o pe o m o no o pe o m he beha iou . Online shopping du ing pandemic exe s on
Figu e 1. heo y o Planned Beha iou ( PB).
Sou ce: ajzen (1991).
4 a. k. kashYaP anD a. kUMa
shopping beha iou wi hou b eaking co id-19 no ms o p o ocol such as social dis ancing, bea ing
mask, and s ay a home e c. Fu he , i allows shoppe s o con ol hei shopping beha iou . he mo e
con ol an indi idual exp ess o ollow co id p o ocol and making pu chase online, mo e likely he o she
will do online shopping.
in p e ious s udies, beha iou al con ol in online con ex is add essed as cus ome s’ pe cei ed ease
(Pa lou & Fygenson, 2006). Bu as pe his s udy, e-shopping pla o m enable cus ome o con ol shop-
ping in co id-19 p o ocol. Wi h he occu ence and sp ead o co id-19, cus ome s pe cei ed online
shopping an easy way o s ay away om physical s o es and places o a oid c owd o dec ease he
possibili y o i us in ec ion (Öz ü k, 2020).
h3: co id-19 p o ocol has a signi ican posi i e e ec on cus ome s’ a i ude owa ds online shopping.
h4: co id-19 p o ocol has a signi ican posi i e e ec on cus ome s’ online beha iou in en ions.
2.4. A i ude and beha iou in en ion
consume a i ude is “a psychological endency exp essed by e alua ing a pa icula en i y wi h some
deg ee o a ou o dis a ou ” (eagly & chaiken, 1993, p. 1). ini ially, chen and Wells (1999) concep ualised
a i ude owa ds a web si e. a i ude cap u es he deg ee o which an indi idual may e alua e beha iou
as a ou able o un a ou able. a i ude is o med by he belie s held owa ds an objec by he indi idual
(ci ed al-Debei e al., 2015 s udy a e checking belie concep ). as pe ajzen and Fishbein (1980), in heo y
o planned beha iou , a i ude is a key p edic o o beha iou al adop ion in en ion. gene ally, online shop-
ping a i ude is de e mined based on pe cei ed use ulness, pe cei ed se ice quali y, pe cei ed us , pe -
cei ed ease o use, p oduc o e and cus omized in o ma ion (a cha iyachan anich e al., 2008; ha e al.,
2010; eo, 2002). Pe cei ed ad an ages a e ound he key p edic o s o consume a i ude owa d online
shopping (ak oush & al-Debei, 2015). i means i shopping websi e is able o o e bene i s, i esul s in
o ming a i ude. he impac o pe cei ed bene i s on a i ude is s a ed in he s udy (a o a & agga wal,
2018). also, a i ude’s e ec on beha iou in en ion is epo ed signi ican ly (hsu e al., 2014; Jayawa dhena,
2004) and eme ged as a di ec p edica o o e-shopping beha iou (Jayawa dhena, 2004) (Figu e 2).
h5: a i ude owa ds online shopping has a signi ican posi i e e ec on cus ome s’ beha iou in en ions o
pu chase online.
3. Resea ch me hodology
3.1. Sampling design and p ocedu e
a con enience sampling echnique was employed o collec he da a om a ge ed popula ion. he
online su ey was conduc ed. he a ge popula ion o he s udy was online shoppe who was in ol ed
in online shopping du ing co id-19 pandemic. Whe he hey we e in ol ed in online shopping, was
ensu ed by asking a il e ing ques ion “ha e you e e done shopping online du ing co id-19 pandemic”
Figu e 2. P oposed esea ch model based PB heo y.
cOgen BUsiness & ManageMen 5
a he beginning o he su ey ques ionnai e. When hey op ed yes, hey we e di ec ed o con inue wi h
he emaining ques ions o he su ey ques ionnai e. he sample elemen s we e chosen because hey
a e belie ed o be ep esen a i es o online shoppe s. he link o he ques ionnai e was de eloped o e
google o m and sha ed on social media (Facebook, Wha sapp) and e-mails. in ecen s udies, collec ing
a sample h ough social media is seen (alhaime , 2021). also, da a collec ion h ough social media is
qui e easonable du ing co id-19 because o sa e y and heal h conce ns. he sample size in his s udy
is calcula ed as pe hai e al. (2009) ecommenda ions.
3.2. Su ey ins umen
he i ems measu ing he a i ude, heal h consciousness, beha iou con ol in co id-19 p o ocol, and
beha iou in en ion a e ex ac ed om he li e a u e e iew. he i ems o de ine heal h consciousness
a e adap ed om Michaelidou and hassan (2008), shah e al. (2021) and Pu e al. (2021), i ems o a i-
ude owa d online shopping om al-Debei e al. (2015) and o beha iou in en ion owa ds online
shopping om aka (2021) and a un (2011). single i em on beha iou con ol in co id-19 p o ocol
adap ed om segal and 2 i ems a e sel -de eloped. he adap ed i ems we e modi ied in indian con ex
(see able 1). all i ems we e measu ed on i e-poin like - ype o scale ( anging om 5 “s ongly ag ee”
o 1 “s ongly disag ee). also, ques ions abou esponden ’s demog aphic cha ac e is ics such as gende ,
age, amily income, occupa ion, online shopping equency and amily size we e asked.
4. Da a analysis and esul s
4.1. Demog aphic p o ile o he esponden s
able 2 exhibi s he esponden s’ demog aphic cha ac e is ics. i shows ha 57.7% esponden s a e male
and 42.3% a e emale. Da a in age ca ego y shows ha mos o he esponden s a e young age ange up o
20 and 21-35 yea . ela ed o amily income, mo e han 50% esponden s come amily income ange Up o
s. 25,000 and s. 25,001- s. 50,000 pe mon h. he nex amily income g oup anged s.1,00,00 and abo e
ep esen s 24.20%. Da a ela ed o educa ion shows ha 48.50% esponden s a e pos g adua e, ollowed
by 42.00% g adua e, 8.20% high school/in e media e (10 h/10 h +2) and 1.4% a e doc o a e. Va ia ion in
online shopping equency can be seen in able 2. Mos o he shoppe s do shopping no mally 50%.
4.2. Measu emen model
con i ma o y ac o analysis (cFa) is used o know whe he he cons uc wi hin a p oposed model is i
o no o p oduce desi e esul s. he model i is de e mined based on he indices such as gFi, cFi,
Msea, Fi and nFi. also, χ2, chi-squa e/d . in he cu en s udy, alue o cMin = 106.966, d = 58,
p = 0.000, cMin/DF = 1.844, Msea = 0.054 gFi = 0.950, agFi = 0.921, iFi = 0.969, li = 0.958, cFi =
0.969, and nFi = 0.935, M = 0.031, a e unde he accep ed c i e ia. hus, based on alues he model
is i s he da a easonably well.
Fu he , he eliabili y and alidi y o he measu emen model is also examined. Bo h, composi e eli-
abili y and c onbach alpha eliabili y a e calcula ed and epo ed in able 3. all cons uc s’ composi e
eliabili y and c onbach’s alpha eliabili y a e abo e han he h eshold alue (>0.7). also, he disc imi-
nan alidi y is assessed on he basis o he squa e oo o aVe should be g ea e han he a iance
sha ed/co ela ion be ween la en cons uc s in he model (Fo nell & la cke , 1981). he esul s o dis-
c iminan alidi y and he alue o aVe a e gi en in able 4, which indica es he p esence o disc iminan
alidi y (Figu e 3).
4.3. S uc u al equa ion modelling (SEM) and hypo hesis es ing
he s uc u al equa ion modelling using amos 24 so wa e was un o es he p oposed esea ch model
and hypo hesised ela ionship (see Figu e 1) and he esul s o es ed hypo hesis a e exhibi ed in able
5. Fi e esea ch hypo heses had been de eloped. he alue o model i indica es o a s uc u al model
6 a. k. kashYaP anD a. kUMa
Table 1. Measu emen i ems.
Cons uc Measu emen i ems P e iously used i ems sou ce o i ems
Hea h consciousness
HC1 Du ing co id-19 i am wo ied
abou my heal h he e o e i
p e e o shop online han o
go ou o s o e shopping
i’m e y sel conscious abou my
heal h
Michaelidou and Hassan (2008);
shah e al. (2021); Pu e al.
(2021)
HC2 Due o Co id-19 ou b eak i p e e
online shopping as i become
conscious while going ou o
shopping
i’m ale o changes in my heal h
HC3 o s ay heal hy in Co id-19 e a i
p e e o buy online han o
go o equen shopping
i ake esponsibili y o he s a e o
my heal h
HC4 as a p e en i e measu e in
cu en scena io i p e e online
shopping and a oiding in s o e
shopping.
i’m awa e o he s a e o my heal h
as i go h ough he day
Co id-19 p o ocol
P 1 “social Dis ancing” is no a
limi a ion in online shopping
Physical dis ancing and sa e y
measu es
sehgal e al. (2021)
P 2 “Wea ing a ace mask while in
public place” is no equi ed in
online shopping
sel de eloped
P 3 he e is no need o equen ly
hand washing wi h soap
p o ocol while shopping
online.
sel de eloped
A i ude owa ds online shopping
a 1 i p e e online shopping han
physical o s o e based
shopping in cu en scena io
he idea o buying om his online
ca alogue e aile web si e is a
good idea.
al-Debei e al. (2015); Michaelidou
and Hassan (2008)
a 2 in pandemic like si ua ion online
shopping is anyways he bes
way o shop han any o he
modes o shopping
Buying om his online ca alogue
e aile web si e is be e han
buying om a eal s o e/shop
a 3 Du ing Co id-19 ou b eak i
p e e ed online shopping
Buying om his online ca alogue
e aile web si e is a pleasan
hing o do
Beha iou in en ion o pu chase online
Bi1 Du ing he co id-19 i s a ed
buying p oduc s online
i plan o shop online mo e
equen ly.
aka (2021); a un (2011)
Bi2 i in end o pu chase h ough
online e en in he nea u u e
i in end o shop online in he nea
u u e.
Bi3 in he pandemic online shopping
p o ide me comple e
sa is ac ion
i hink i would p e e o shop
online a he han adi ional
shopping.
Table 2. Demog aphic p o ile o he esponden s.
F equency Pe cen age
a) Gende : (i) Male 169 57.7
(ii) Female 124 42.3
b) Age (in Yea s) (i) up o 20 98 33.4
(ii) 21–35 172 58.7
(iii) 35–50 18 6.1
(i ) 51 and abo e 5 1.7
c) Family income
(Mon hly in Rs.)
(i) up o 25000 68 23.2
(ii) 25,001–50,000 99 33.8
(iii) 50, 001–75,000 41 14.0
(i ) 75,001–1,00,000 14 4.8
( ) 1,00,000 and abo e 71 24.2
d) Educa ion i) High school/in e media e 24 8.2
ii) unde g adua e 123 42.0
iii) Pos -g adua e 142 48.5
i ) Doc o a e 4 1.4
e) Online shopping equency (i) Ve y o en 27 9.2
(ii) Regula ly 39 13.3
(iii) no mally 161 54.9
(i ) Ra ely 56 19.1
( ) no e y o en 10 3.4
cOgen BUsiness & ManageMen 7
a e χ2 = 106.966, p = 0.000, d = 58, chi-squa e/deg ee o eedom = 1.844, Msea = 0.054, gFi = 0.950,
agFi = 0.921, iFi = 0.967, cFi = 0.969, li = 0.958, M = 0.031. hese alues seem o be a good i o
s uc u al model. a e es ing model i , we examined he p oposed ela ionships.
in he s uc u al equa ion analysis, excep hypo hesis h2, all hypo heses a e accep ed. he hypo hesis
h1 heal h consciousness (β = 0.646, = 7.030) has shown a posi i e signi ican impac on a i ude owa ds
online shopping a <0.001. hypo hesis h3, go e nmen p o ocol (β = 0.177, = 2.351) has shown signi ican
posi i e impac on a i ude owa ds online shopping a <0.05, he hypo hesis h4, go e nmen p o ocol
(β = 0.196, = 2.468) has posi i e signi ican impac on beha iou in en ion owa ds online shopping a
<0.05, hypo hesis h5, a i ude (β = 0.496, = 4.377) has posi i e signi ican impac on beha iou in en ion
owa ds online shopping a <0.001. he hypo hesis h2, de eloped o measu e he impac o heal h
Table 3. Cons uc eliabili y.
Cons uc es ima e Composi e Reliabili y C onbach alpha Reliabili y
Hea h consciousness 0.811 0.802
HCs3 0.752
HCs2 0.795
HCs1 0.723
HCs4 0.602
Beha iou con ol in Co id-19 P o ocol 0.757 0.749
BCCP1 0.659
BCCP2 0.808
BCCP3 0.670
A i ude owa ds online shopping 0.833 0.831
a os1 0.784
a os2 0.788
a os3 0.800
Beha iou in en ion 0.800 0.798
Bin1 0.798
Bin2 0.761
Bin3 0.708
Table 4. aVe & disc iminan alidi y.
aVe Bin a os HCs BCCP
BIN 0.572 0.757
ATOS 0.625 0.677 0.791
HCS 0.521 0.569 0.704 0.722
BCCP 0.512 0.509 0.516 0.487 0.716
No e: Bin-beha iou in en ion, a os-a i ude owa ds online shopping, HCs-heal h consciousness, BCCP-beha iou con ol in Co id-19
p o ocol.
since he disc iminan alidi y is assessed on he basis o he squa e oo o aVe and i should be g ea e han he a iance sha ed/co ela ion
be ween la en cons uc s in he model (Fo nell & La cke , 1981). he e o e, his alue is highligh ed/bold in he able.
Figu e 3. s uc u al model.
