Consumer purchase intention on boba drinks in Kuching during Covid-19

• Main Authors: Ricky Chee- Jiun Chia, Magdalene Efendi, Venus Khim-Sen Liew
• Format: Article
• Language: English; English
• Published: Taylor and Francis 2023
• Subjects: BF636-637 Applied psychology; HV6774-7220.5 Crimes and criminal classes
• Online Access: https://eprints.ums.edu.my/id/eprint/38200/1/ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/38200/2/FULL%20TEXT.pdf; https://eprints.ums.edu.my/id/eprint/38200/; https://doi.org/10.1080/23311975.2023.2177399
• Institution: Universiti Malaysia Sabah

Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral co...