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Considering ABC supermarkets in Sri Lanka, this chapter investigates the effect of subjective norms (SN) and perceived behavioural control (PBC) on purchase intention (PI) through omnichannel retailing. Additionally, this study extends the Theory of Planned Behaviour (TPB) by looking at the mediating role of attitude and the moderating role of perceived risk. Two hundred seventy-seven compelling observations were used in a quantitative investigation, and structural equation modelling (SEM) with AMOS was used to analyse the data. The findings showed that attitude, SN, and PBC significantly impact PI through omnichannel retailing. Moreover, the empirical findings showed that attitude significantly mediated the association between PBC and omnichannel retail PI. The moderation effect of perceived risk was also substantial in the associations between SN and PI through omnichannel retailing and between PCB and PI through omnichannel retailing. The research results will help supermarket owners and managers create marketing efforts for clients who plan to purchase via omnichannel retailing.

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Investigating Consumers’ Purchase Intention Through the Lens of Extended Theory of Planned Behaviour: Omnichannel Retailing Perspective

  • 章节

  • 发表日期：

    2025年

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  • M. S. H. Rathnasiri,
  • Pattiyage Rainy Chamika Perera,
  • Waradana Vilasini De Silva,
  • Dulakith Jasingha,
  • Narayanage Jayantha Dewasiri

摘要

Considering ABC supermarkets in Sri Lanka, this chapter investigates the effect of subjective norms (SN) and perceived behavioural control (PBC) on purchase intention (PI) through omnichannel retailing. Additionally, this study extends the Theory of Planned Behaviour (TPB) by looking at the mediating role of attitude and the moderating role of perceived risk. Two hundred seventy-seven compelling observations were used in a quantitative investigation, and structural equation modelling (SEM) with AMOS was used to analyse the data. The findings showed that attitude, SN, and PBC significantly impact PI through omnichannel retailing. Moreover, the empirical findings showed that attitude significantly mediated the association between PBC and omnichannel retail PI. The moderation effect of perceived risk was also substantial in the associations between SN and PI through omnichannel retailing and between PCB and PI through omnichannel retailing. The research results will help supermarket owners and managers create marketing efforts for clients who plan to purchase via omnichannel retailing.