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

Author

Listed:
  • Norazryana Mat Dawi
  • Ha Jin Hwang
  • Nasir Abdul Jalil
  • Petra Maresova
  • Hamidreza Namazi

Abstract

The COVID-19 pandemic has changed consumers’ 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’ adherence to social distancing moderates the relationship negatively.

Suggested Citation

  • Norazryana Mat Dawi & Ha Jin Hwang & Nasir Abdul Jalil & Petra Maresova & Hamidreza Namazi, 2024. "Consumer Motivation to Purchase Online During COVID-19 Pandemic: Extending Protection Motivation Theory," SAGE Open, , vol. 14(1), pages 21582440241, March.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:1:p:21582440241238613
    DOI: 10.1177/21582440241238613
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