Consumer's transition to online clothing buying during the COVID-19 pandemic: exploration through protection motivation theory and consumer well-being

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ivana Kursan Milaković ◽  
Dario Miocevic
Keyword(s):  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Well Being ◽  
Protection Motivation Theory ◽  
Adaptive Behaviour ◽  
Threat Appraisal ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Content Type

PurposeBy drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.Design/methodology/approachA total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.FindingsCoping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.Research limitations/implicationsLimitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.Practical implicationsThis study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.Originality/valueGiven the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.

Can protection motivation theory explain the perception of international tourists' on medical tourism?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ai Na Seow ◽  
Chee Keong Choong ◽  
I-Chi Chen ◽  
Yuen Onn Choong
Keyword(s):  
Theoretical Model ◽  
Medical Tourism ◽  
Protection Motivation Theory ◽  
Behavioural Intention ◽  
Healthcare Sector ◽  
Adaptive Behaviour ◽  
Protection Motivation ◽  
Fear Appeal ◽  
Motivation Theory ◽  
Content Type

PurposeMedical tourism has grown to become a formidable multinational industry to generate revenue. This phenomenon has also increased impact on the healthcare sector as well as strategies development opportunities. The present study emphases on the international tourists' behavioural intention for medical tourism in Malaysia. A research framework is derived from the exceptional component of fear appeal in protection motivation theory (PMT).Design/methodology/approachData were collected with a sample of 501 respondents and analysed via structural equation modelling approach. Both measurement model and structural model were assessed to generate the result.FindingsThe outcomes have shown a good backing on the use of adapted PMT theoretical model. There is a higher predictive power on health coping than health threats. Coping alternatives can be served as the linkage between the PMT appraisals and behavioural intention.Research limitations/implicationsThe study confirmed the effectiveness of using a theoretical framework in predicting international tourists' behavioural intention for medical tourism. It is suggesting that risk adaptive behaviour does offer a valuable proposition in contributing to the reception of medical tourism.Practical implicationsThe present study argues the need for greater clarity in understanding the emergent implications for health policy and healthcare delivery for future medical tourism development.Originality/valueThe fundamental theories and current literature do not incorporate the component of fear appeal in explaining decision making. The study findings demonstrate that protection motivation theory has provide another promising theoretical model in explaining international tourists' behaviour intention for medical tourism.

Protection motivation theory and brick-and-mortar salespeople

2020 ◽  
Vol 48 (8) ◽  
pp. 865-879
Author(s):  
Megan C. Good ◽  
Michael R. Hyman
Keyword(s):  
Protection Motivation Theory ◽  
Fear Appeals ◽  
Protection Motivation ◽  
Fear Appeal ◽  
Motivation Theory ◽  
Content Type ◽  
Brick And Mortar ◽  
Retail Managers ◽  
Adaptive Behaviours ◽  
Maladaptive Behaviours

PurposeThe purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals.Design/methodology/approachThe approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar salespeople.FindingsPMT relates to the influence of customers' fear appeals on brick-and-mortar salespeople's behaviours. The salesperson's decision whether to follow a retail manager's suggestion about ways to mitigate a customer's fear appeal depends on believed threat severity, believed threat susceptibility, response efficacy, self-efficacy and response costs.Research limitations/implicationsPMT is applied to a new domain: brick-and-mortar salespeople. Although a powerful yet universal emotion, only limited research has examined fear within this group.Practical implicationsUnderstanding salespeople's fears will help retail managers identify strategies for encouraging adaptive behaviours and deterring maladaptive behaviours by salespeople.Originality/valueA model relating customers' fear appeals to salespeople's behaviours is introduced.

The effectiveness of perceived social support in discount stores in Korea

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chanho Song ◽  
Haakon T. Brown ◽  
Rahmatullah Rami Tameez
Keyword(s):  
Social Support ◽  
Customer Satisfaction ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Service Providers ◽  
Equation Model ◽  
Content Type ◽  
Discount Stores

PurposeThe purpose of this study is to bridge the gap in literature to examine social support that customers receive from their relationships with frontline service providers in discount stores.Design/methodology/approachIn total, 381 consumers are accessed through an online survey administered by an online research company in South Korea. The authors use the structural equation model (SEM) technique to test the proposed hypotheses.FindingsSocial support (emotional, instrumental, informational and appraisal) significantly influences customer satisfaction in discount stores. In addition, customer satisfaction significantly influences word of mouth (WOM) and purchase intention.Originality/valueVery few studies have addressed the relationship between social support and consumer satisfaction in the discount store industry. This research helps to understand that social support is a basic consideration for customers of discount stores when they are shopping.

Consumers’ lodging intentions during a pandemic: empirical insights for crisis management practices based on protection motivation theory and expectancy theory

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alei Fan ◽  
Sheryl F. Kline ◽  
Yiran Liu ◽  
Karen Byrd
Keyword(s):  
Crisis Management ◽  
Management Practices ◽  
Expectancy Theory ◽  
Protection Motivation Theory ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Content Type ◽  
Research Survey ◽  
The Usa ◽  
Consumption Intentions

Purpose Drawing on protection motivation theory (PMT) and expectancy theory, this study aims to investigate consumers’ lodging consumption intentions during a pandemic crisis. Design/methodology/approach The research survey was conducted during the ongoing COVID-19 pandemic (August, 2020) in the USA to investigate consumers’ lodging intentions amidst the pandemic crisis. PLS-SEM and multiple regression were conducted to explore answers to proposed research questions. Findings The research finds that, during the pandemic crisis, consumers’ lodging consumption intentions are subject to both their internal protection motivation evaluations and the external prevention practices implemented by the lodging facilities regardless of property types and travel purposes. Notably, the research finds that consumers are willing to make efforts and pay extra for a safe stay at lodging facilities. Research limitations/implications This research contributes to the literature regarding the applications of PMT and expectancy theory from a crisis management perspective, and it provides implications and guidelines to the crisis management practices in the lodging industry. Originality/value The current research examines the specific protection motivation appraisal factors and prevention practices significantly impacting consumers’ decisions in terms of willingness to stay at various lodging facilities (hotels and non-hotel homestay/short-term rental properties) for different purposes (business and leisure) and to pay premiums for a safe stay.

scholarly journals THE PREDICTIVE EFFECTS OF PROTECTION MOTIVATION THEORY ON ADAPTIVE BEHAVIOUR TOWARDS URBAN AIR QUALITY

2019 ◽  
Vol 5 (1) ◽  
pp. 69-74
Author(s):  
Syazwani Sahrir
Keyword(s):  
Air Pollution ◽  
Urban Areas ◽  
Urban Air Pollution ◽  
Road Transport ◽  
Protection Motivation Theory ◽  
Adaptive Behaviour ◽  
Urban Air ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Behavioural Responses

In urban areas, the rigid division of residential, commercial, employment and recreational areas forms a reliance on road transport, which leads to high levels of emission that gradually affects the quality of the urban environment. We establish the Protection Motivation Theory (PMT) as a framework for explaining adaptive behavioural responses among urban communities in Malaysia. Participants (N = 450) answered to face-to-face questionnaire survey, and the results specify establishment for the proposed model, with perceived vulnerability (H1) (ß = 0.246, t = 4.534, P=0.000) and and self-efficacy (H3) (ß = 0.510, t = 9.653, P=0.000) positively predicting adaptive behaviour on  urban air pollution. The results presented that these structures were able to predict 47% of the variance of adaptive behaviour. The study establishes a significant contribution to the literature by contributing an indication of PMT as an ideal framework for adaptive behavioural responses on urban air pollution.

Perceived COVID-19 impacts and travel avoidance: application of protection motivation theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shama Nazneen ◽  
Hong Xu ◽  
Nizam Ud Din ◽  
Rehmat Karim
Keyword(s):  
Risk Perception ◽  
Group Analysis ◽  
Health And Safety ◽  
Protection Motivation Theory ◽  
Tourism Industry ◽  
Parameter Estimates ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Content Type ◽  
Safety Perception

Purpose The COVID-19 pandemic and the travellers’ behaviour towards travel risk is an emerging issue. Nonetheless, the travellers’ perceived COVID-19 impacts, travel risk perception, health and safety perception and travel avoidance concerning protection motivation theory is unnoticed. Following the protection motivation theory, the current study investigates the direct and indirect relationships between perceived COVID-19 impacts and travel avoidance. Moreover, the travellers’ cognitive perceptions of risk may vary with their demographic characteristics; therefore, the present study aims to test the differences in group-specific parameter estimates using a multi-group analysis. Design/methodology/approach The authors approached travellers from Tianjin, China using different communication services, including WeChat and email, through a snowball sampling technique. The study used 553 valid questionnaires for analysis. Findings The results of 553 questionnaires in structural equation modelling (SEM) with AMOS 21 indicated that travellers’ perceived Covid-19 impacts positively correlate with travel avoidance. The study model based on protection motivation theory specifies that travel risk perception and health and safety perception as a cognitive mediating process partially mediated the relationship between perceived COVID-19 impacts and travel avoidance. The findings specified that during COVID-19, travellers assessed the severity of travel risks and adopted preventive measures which influenced their travel behaviour and led to travel avoidance. The multi-group analysis results indicated no difference in perception for gender and education; however, concerning age, the significant nested p-value specifies a difference in perception. Practical implications The study offers implications for policymakers and the tourism industry to understand the travellers’ perceptions of travel during the pandemic and ensure health and safety measures to encourage travelling and reviving the tourism industry. Originality/value The application of protection motivation theory to analyse the travellers’ perceived COVID-19 impacts and travel avoidance in the presence of travel risk perception and health and safety perceptions as a cognitive mediating process is novel.

scholarly journals The protection motivation theory for predict intention of COVID-19 vaccination in Iran: a structural equation modeling approach

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Alireza Ansari-Moghaddam ◽  
Maryam Seraji ◽  
Zahra Sharafi ◽  
Mahdi Mohammadi ◽  
Hassan Okati-Aliabad
Keyword(s):  
Structural Equation Modeling ◽  
Self Efficacy ◽  
Structural Equation ◽  
Adult Population ◽  
Protection Motivation Theory ◽  
Equation Modeling ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Perceived Severity ◽  
Response Efficacy

Abstract Background Many efforts are being made around the world to discover the vaccine against COVID-19. After discovering the vaccine, its acceptance by individuals is a fundamental issue for disease control. This study aimed to examine COVID-19 vaccination intention determinants based on the protection motivation theory (PMT). Methods We conducted a cross-sectional study in the Iranian adult population and surveyed 256 study participants from the first to the 30th of June 2020 with a web-based self-administered questionnaire. We used Structural Equation Modeling (SEM) to investigate the interrelationship between COVID-19 vaccination intention and perceived susceptibility, perceived severity, perceived self-efficacy, and perceived response efficacy. Results SEM showed that perceived severity to COVID-19 (β = .17, p < .001), perceived self-efficacy about receiving the COVID-19 vaccine (β = .26, p < .001), and the perceived response efficacy of the COVID-19 vaccine (β = .70, p < .001) were significant predictors of vaccination intention. PMT accounted for 61.5% of the variance in intention to COVID-19 vaccination, and perceived response efficacy was the strongest predictor of COVID-19 vaccination intention. Conclusions This study found the PMT constructs are useful in predicting COVID-19 vaccination intention. Programs designed to increase the vaccination rate after discovering the COVID-19 vaccine can include interventions on the severity of the COVID-19, the self-efficacy of individuals receiving the vaccine, and the effectiveness of the vaccine in preventing infection.

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

2020 ◽  
Vol 122 (9) ◽  
pp. 2895-2910
Author(s):  
Sunhee (Sunny) Seo ◽  
Kawon Kim ◽  
Vieta Annisa Nurhidayati
Keyword(s):  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeThis study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.Design/methodology/approachA total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.FindingsImage and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.Originality/valueThis study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

Sustainable consumption

2018 ◽  
Vol 56 (3) ◽  
pp. 610-633 ◽  
Author(s):  
Hafedh Ibrahim ◽  
Mahmoud Mohammad Q. Al-Ajlouni
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Consumption ◽  
Equation Modeling ◽  
Protection Motivation ◽  
Content Type ◽  
Primary Driver ◽  
Suitable Framework ◽  
Deontic Justice

Purpose While there has been a great deal of research to distinguish the factors that promote the adoption of sustainable consumption, however there has been a very little attention given to the contribution of justice, coping appraisal, and psychological distance. The purpose of this paper is to explore the potential role of deontic justice, protection motivation, and construal level theories to elucidate the green purchase intention. Design/methodology/approach Data were collected from 471 participants in a laboratory experiment. Then, structural equation modeling was carried out to analyze the data. Findings Protection motivation theory is valuable to apply specifically since it introduces the concept of coping appraisal. The findings demonstrate that deontic justice theory (DJT) is a suitable framework that can be employed to shed more light on sustainable consumption. The study shows that consumer can conceptualize a green product at different levels of concreteness or abstraction. Originality/value This study is a pioneering effort to look at sustainable consumption within the context of DJT. It departs from the more traditional research by repositioning moral obligation as the primary driver of green purchase intention and by elucidating when green purchase intention is elevated in investigating the moderating role of mindset.

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