Title: A model of retail format choice for a reasoned purchase: conceptualising role of perceived risk, norms, and behaviour control in Indian culture

Authors: Anoop Kumar Gupta; A.V. Shukla

Addresses: Department of Management, Maharaja Agrasen Institute of Technology, Sector 22, Rohini, New Delhi – 110086, India ' Birla Institute of Management Technology, Plot No. 5, Knowledge Park-II, Institutional Area, Greater Noida – 201306, Uttar Pradesh, India

Abstract: Extant literature suggests that perceived risk affects retail format choice for important purchases like buying of shopping goods. A customer of a shopping good essentially makes a choice of retail format between online, organised, or traditional formats. The purpose of this study is to understand this choice behaviour by conceptualising a new risk-behaviour framework, with Fishbein and Ajzen's (2010) reasoned action model (RAM) as its' theoretical backbone. An extensive literature review regarding role of perceived risk in retail format choice and application of RAM in consumer behaviour has been done to develop the propositions and the conceptual framework. Additionally, owing to the collectivist nature of Indian culture, RAM has been contextualised, and interdependencies among its determinants have been proposed for Indian customer. The proposed reasoned retail format choice model and propositions are empirically testable for validation in future studies.

Keywords: retail format choice; reasoned action model; RAM; perceived risk; attitude; perceived norm; perceived behaviour control; PBC; conceptual framework; shopping good; collectivism; Indian culture.

DOI: 10.1504/IJICBM.2019.100309

International Journal of Indian Culture and Business Management, 2019 Vol.18 No.4, pp.496 - 517

Received: 13 Sep 2018
Accepted: 17 Nov 2018
Published online: 25 Jun 2019 *

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