Consumer Motivation to Purchase Online During COVID-19 Pandemic: Extending Protection Motivation Theory

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F24%3A50021464" target="_blank" >RIV/62690094:18450/24:50021464 - isvavai.cz</a>

Result on the web

<a href="https://journals.sagepub.com/doi/10.1177/21582440241238613" target="_blank" >https://journals.sagepub.com/doi/10.1177/21582440241238613</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1177/21582440241238613" target="_blank" >10.1177/21582440241238613</a>

Result language

angličtina

Original language name

Consumer Motivation to Purchase Online During COVID-19 Pandemic: Extending Protection Motivation Theory

Original language description

The COVID-19 pandemic has changed consumers&apos; purchasing behavior from contact to intact consumerism. By integrating the protection motivation theory and the theory of planned behavior, this study investigates factors that motivate consumers to purchase online. Data were collected from an online survey among 481 consumers using self-administered questionnaires. The findings suggest that consumers may link protection motivation factors to attitude toward online purchasing. Further, attitude toward online purchasing, internal subjective norms, perceived behavioral control, and social distancing have significant relationships with intention to purchase online. Additionally, social distancing is a significant moderator in the relationship between attitude and intention to purchase online; indicating that consumers&apos; adherence to social distancing moderates the relationship negatively. The purpose of this study is to examine how consumers perceived online purchasing as an adaptive behavior to respond to the highly contagious coronavirus through the combination of Protection Motivation Theory (PMT) with Theory of Planned Behavior (TPB). Data were collected from an online survey among 481 consumers using self-administered questionnaires. The research found different factors that influence consumers&apos; attitudes toward online purchasing and their intention to purchase online. The inclusion of social distancing adoption provides a unique comprehension of how much this situational factor affects consumers&apos; intention to purchase online during a health crisis. The outcomes offer valuable insights for e-commerce marketers to better understand how to modify their offerings to address the most critical concerns of customers. In addition, recognizing that online purchasing can serve as an adaptive behavior for preventing virus infection can aid policymakers in enhancing their campaigns aimed at promoting the adoption of preventive behaviors.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50901 - Other social sciences

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

SAGE OPEN

ISSN

2158-2440

e-ISSN

2158-2440

Volume of the periodical

14

Issue of the periodical within the volume

1

Country of publishing house

US - UNITED STATES

Number of pages

16

Pages from-to

"A.Number: 21582440241238613"

UT code for WoS article

001187599300001

EID of the result in the Scopus database

2-s2.0-85188353285