COVID-19知识与在线购买意愿:健康协议和履行的作用

S. Sukardi, Deny Ismanto
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引用次数: 0

摘要

目的-本研究分析COVID-19知识与健康协议应用、大流行时代履行和在线购买意愿的关系。本研究亦分析健康协议与成就感对线上购买意愿的影响。设计/方法/方法-本研究是一项针对日惹学生群体的定量研究。采用随机抽样的方法,从总人口中抽取170名调查对象。本研究的数据是通过发放问卷获得的原始数据。根据获得的数据,采用偏最小二乘法和Smart-PLS软件进行结构方程模型分析。研究结果-本研究的分析结果表明,COVID-19的知识能够对健康协议的实施和履行产生重大影响,但COVID-19的知识不能显著影响在线购买意愿。分析结果还表明,健康协议不能对学生的在线购买意愿产生显著影响,而履行能够对在线购买意愿产生显著影响。研究局限/影响-对于进一步的研究,预计能够更深入地研究跨代的在线购买意愿并进行比较。进一步的研究预计还将包括影响网上购物行为的其他几个变量。实际意义-本研究的分析结果也为在这个大流行时代重视在线购买和销售服务的商务人士提供了建议。网络营销也更值得推荐,因为人们对COVID-19的了解越多,他们在家庭之外的活动就越少,所以最有效的营销是通过公众每天访问的社交媒体。原创性/价值-与以往的研究不同,本研究提出了一个人们在网上购物行为的模型。本研究的分析阐述了COVID-19知识、健康协议、满意度和在线购买意愿之间的关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Knowledge of COVID-19 and online purchase intention: the role of health protocol and fulfilment
Purpose – This study analyses the relationship between knowledge of COVID-19 and the application of health protocols, fulfilment in the pandemic era and online purchase intention. This study also analyses the effect of health protocol and fulfilment on online purchase intention. Design/methodology/approach – This study is a quantitative study with a student population in Yogyakarta. From the total population, 170 respondents were taken by random sampling method. The data in this study are primary data obtained through the distribution of questionnaires. From the data obtained, analysis was carried out using the Structural Equation Model method using Partial Least Square with Smart-PLS software. Findings – The results of the analysis in this study indicate that knowledge of COVID-19 is able to have a significant influence on the implementation of health protocols and fulfilment, but knowledge of COVID-19 is not able to significantly influence online purchase intention. The results of the analysis also state that the health protocol is not able to have a significant effect on online purchase intention in students, while fulfilment is able to provide a significant influence on online purchase intention. Research limitations/implications – For further research, it is expected to be able to examine more deeply online purchase intentions across generations and compare them. Further research is also expected to include several other variables that have a role in online shopping behaviour. Practical implications – The results of the analysis in this study also provide recommendations for business people in this pandemic era to emphasize online buying and selling services. Online marketing is also more recommended because the more people understand about COVID-19, the less they do activities outside the home, so the most effective marketing is through social media which is accessed by the public every day. Originality/Value – In contrast to previous studies, this study proposes a model of people's behaviour in shopping online. The analysis in this study formulates the relationship between knowledge of COVID-19, health protocol, fulfilment and online purchase intention.
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