Desire to stay shorter time at the shopping mall: insight from protection motivation (PMT), behavioral inhibition system (BIS), reactance, and expectancy theories

Syed Shah Alam; Mohammad Masukujjaman; Mohammed Emad Al-Shaikh; Mohd Helmi Ali; Zafir Khan Mohamed Makhbul; Abdullah Sanusi Othman

doi:10.1007/s12144-022-04117-4

Desire to stay shorter time at the shopping mall: insight from protection motivation (PMT), behavioral inhibition system (BIS), reactance, and expectancy theories

Curr Psychol. 2022 Dec 17:1-20. doi: 10.1007/s12144-022-04117-4. Online ahead of print.

Authors

Syed Shah Alam¹, Mohammad Masukujjaman¹, Mohammed Emad Al-Shaikh², Mohd Helmi Ali¹, Zafir Khan Mohamed Makhbul¹, Abdullah Sanusi Othman³

Affiliations

¹ Graduate School of Business, Universiti Kebangsaan Malaysia, UKM, 43600 Bangi, Selangor Malaysia.
² College of Business Administration, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia.
³ Faculty of Economics and Management, Universiti Kebangsaan Malaysia, UKM, 43600 Bangi, Selangor Malaysia.

Abstract

After withdrawing the movement control order (MCO), new variant (Omicron) of COVID-19 returns as an outbreak again. Therefore, consumers are very much informed by various media to be more cautious in visiting shopping malls and spend less time in there. The purpose of this study was to identify the predictors influencing the desire to stay shorter at the shopping mall. This study was conducted in Malaysia, with the application of three psychological theories and one behavioural theory. This is quantitative research based on an online cross-sectional survey design. Data were collected from 296 respondents, by applying the online snowball sampling method through numerous media platforms i.e., Viber, WhatsApp, Messenger, and other apps in three severely affected cities in Malaysia i.e., Selangor state, Putrajaya, and Kuala Lumpur. SmartPLS was used to analyse the data. Using structural equation modelling, this study result shows risk, protection motivation, and fear have a significant effect on the desire to stay a shorter time at the shopping mall. Social norm moderates the association between fear and the desire to spend a shorter time at the shopping mall. These findings, highlight the need for a more empirical study to design more robust strategies, and a safer and risk-free shopping mall environment.

Keywords: Desire to stay shorter; Protection motivation; Social norms; Trust in vaccination.

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