Cargando…

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using liv...

Descripción completa

Detalles Bibliográficos
Autores principales: Pang, Qiwei, Meng, Haiyang, Fang, Mingjie, Xing, Jingjing, Yao, Jinge
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8481574/
https://www.ncbi.nlm.nih.gov/pubmed/34604167
http://dx.doi.org/10.3389/fpubh.2021.748048
_version_ 1784576703319769088
author Pang, Qiwei
Meng, Haiyang
Fang, Mingjie
Xing, Jingjing
Yao, Jinge
author_facet Pang, Qiwei
Meng, Haiyang
Fang, Mingjie
Xing, Jingjing
Yao, Jinge
author_sort Pang, Qiwei
collection PubMed
description During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.
format Online
Article
Text
id pubmed-8481574
institution National Center for Biotechnology Information
language English
publishDate 2021
publisher Frontiers Media S.A.
record_format MEDLINE/PubMed
spelling pubmed-84815742021-10-01 Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology Pang, Qiwei Meng, Haiyang Fang, Mingjie Xing, Jingjing Yao, Jinge Front Public Health Public Health During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers. Frontiers Media S.A. 2021-09-16 /pmc/articles/PMC8481574/ /pubmed/34604167 http://dx.doi.org/10.3389/fpubh.2021.748048 Text en Copyright © 2021 Pang, Meng, Fang, Xing and Yao. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Public Health
Pang, Qiwei
Meng, Haiyang
Fang, Mingjie
Xing, Jingjing
Yao, Jinge
Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title_full Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title_fullStr Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title_full_unstemmed Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title_short Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology
title_sort social distancing, health concerns, and digitally empowered consumption behavior under covid-19: a study on livestream shopping technology
topic Public Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8481574/
https://www.ncbi.nlm.nih.gov/pubmed/34604167
http://dx.doi.org/10.3389/fpubh.2021.748048
work_keys_str_mv AT pangqiwei socialdistancinghealthconcernsanddigitallyempoweredconsumptionbehaviorundercovid19astudyonlivestreamshoppingtechnology
AT menghaiyang socialdistancinghealthconcernsanddigitallyempoweredconsumptionbehaviorundercovid19astudyonlivestreamshoppingtechnology
AT fangmingjie socialdistancinghealthconcernsanddigitallyempoweredconsumptionbehaviorundercovid19astudyonlivestreamshoppingtechnology
AT xingjingjing socialdistancinghealthconcernsanddigitallyempoweredconsumptionbehaviorundercovid19astudyonlivestreamshoppingtechnology
AT yaojinge socialdistancinghealthconcernsanddigitallyempoweredconsumptionbehaviorundercovid19astudyonlivestreamshoppingtechnology