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Post-pandemic revisit intentions: how shopping value and visit frequency matters

Tapas Ranjan Moharana (Department of Marketing, Institute of Management Technology Ghaziabad, Ghaziabad, India)
Subidita Pattanaik (Department of Humanities, Government College of Engineering, Kalahandi, Bhawanipatna, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 15 December 2022

Issue publication date: 24 February 2023




This paper examines the effect of shopping value (utilitarian, hedonic and social) on shopping satisfaction and store revisit intention in the post-pandemic phase. Additionally, the authors investigate how shoppers’ COVID-responsible behaviour and visit frequency are contingent on their shopping value evaluations.


Data were collected (n = 527) using the store intercept method during March 2022 (a recovery phase from the third wave of COVID-19 in India). The authors adopted structural equation modelling to test the proposed model.


Shopping values significantly impacted shopping satisfaction and store revisit intentions. The effects of utilitarian and hedonic value on satisfaction were stronger for frequent shoppers than infrequent shoppers. While utilitarian value contributes to stronger satisfaction of COVID-responsible shoppers, COVID-non-responsible shoppers are better satisfied with social value. The impact of hedonic and social value on satisfaction has reduced significantly from the pre- to post-pandemic phase.

Practical implications

Practising managers should recognise that positive shopping value evaluations are important for generating satisfaction. Notably, the utilitarian value becomes more important in times of environmental exigencies. The study provides insights to devise strategies to attract and retain frequent shoppers who are major contributors to the store’s profit.


This study is one of the few studies which focuses on in-store shopping and consumers’ shopping value evaluations in a COVID-19 recovery phase. This study is one of the first that compares the post-pandemic shopping value judgement to a pre-pandemic phase. The authors provide valuable insights into store revisit intentions of shoppers who behave responsibly in a challenging environment.



All contributors to the study are listed as authors.


Moharana, T.R. and Pattanaik, S. (2023), "Post-pandemic revisit intentions: how shopping value and visit frequency matters", International Journal of Retail & Distribution Management, Vol. 51 No. 3, pp. 386-406.



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