新冠肺炎期间时尚消费者渠道切换行为:扩展计划行为框架下的保护动机理论

IF 2.4 4区 管理学 Q3 BUSINESS
Song-yi Youn, J. E. Lee, Jung E. Ha‐Brookshire
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引用次数: 50

摘要

本研究的目的是了解新冠肺炎期间时尚消费者转向线上商店的渠道。结合保护动机理论,提出了计划行为的扩展理论。结果显示,消费者对新冠肺炎严重性感知、利他恐惧、渠道转换的反应效能和自我效能的评估增加了他们的信念(即态度、感知行为控制、主观规范)和转向网络购物渠道的意愿。年龄对反应效能和自我效能对感知行为控制的影响、感知严重性对主观规范的影响、感知行为控制对渠道切换意图的影响、渠道切换意图对实际切换行为的影响均有调节作用。这一发现为时尚零售商和社会更好地了解疫情下时尚消费者的购物渠道切换提供了帮助。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Fashion Consumers’ Channel Switching Behavior During the COVID-19: Protection Motivation Theory in the Extended Planned Behavior Framework
The purpose of this study is to understand fashion consumers’ channel switching to online stores during the COVID-19. We proposed an extended theory of planned behavior by incorporating protection motivation theory. The results showed that consumer assessments of perceived severity and altruistic fear of COVID-19 and response efficacy and self-efficacy of channel switching increased their beliefs (i.e., attitude, perceived behavior control, subjective norm) and intentions to switch shopping channels to online. We also found that the age (young vs. old) moderated the effects of response efficacy and self-efficacy on perceived behavior control, perceived severity on subjective norm, perceived behavior control on channel switching intentions, and channel switching intention on actual switching behavior. The findings provide fashion retailers and the society with a better understanding about fashion consumers’ shopping channel switching under the pandemic.
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来源期刊
CiteScore
5.30
自引率
5.30%
发文量
12
期刊介绍: Published quarterly, Clothing & Textiles Research Journal strives to strengthen the research base in clothing and textiles, facilitate scholarly interchange, demonstrate the interdisciplinary nature of the field, and inspire further research. CTRJ publishes articles in the following areas: •Textiles, fiber, and polymer science •Aesthetics and design •Consumer Theories and Behavior •Social and psychological aspects of dress or educational issues •Historic and cultural aspects of dress •International/retailing/merchandising management and industry analysis
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