Abstract
The ongoing COVID-19 pandemic has altered how many things are done in every aspect of the world. The retail enterprise is an essential component of the business ecosystem that depends heavily on face-to-face and in-person interaction for an efficient transaction. However, the measures instituted against the spread of the virus can potentially disrupt consumers shopping routing. The present study sought to examine the effect of the protective measures established by the retail enterprise against the COVID-19 disease on the customers purchasing involvement. A convenient sample of two hundred and forty-eight potential consumers selected from various locations in Enugu State, Nigeria, participated in the study. The regression analysis performed on the data revealed that the COVID-19 measure adopted by the retail enterprise positively predicted customer purchase involvement. The finding provides valuable data to researchers and retail practitioners to develop a framework that could stabilize customers purchasing participation in a positive direction.
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