International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Predicting Sustainable Personal Protective Equipment (PPE) Purchase Intention after the Pandemic: An Application of Health Belief Model

  • Zhu, Zong-Yi (School of Business Administration, College of Business and Economics, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2022.11.30
  • Accepted : 2022.12.12
  • Published : 2022.12.31
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Abstract

This study aims to investigate the antecedent of consumer personal preventive equipment purchase behaviour by extending the HBM model after the pandemic. Pandemic related studies have focused on the effect of perceived susceptibility and perceived severity on consumer preventive behaviour, little studies have investigated the antecedents of consumer perceived risk. This study filled the gaps in the previous studies. This study tested all proposed hypotheses among users who have purchase the self-preventive behaviour. In final 253 valid data were collected through online survey for statistics analysis. This study found that consumer's health consciousness significantly impacted consumer's perceived severity of COVID-19 and perceived risk. Perceived risk positively impacted consumer self-preventive equipment purchase intention. In contrast, perceived susceptibility did not significantly consumer perceived risk. Based on these results, the theoretical implication will be offered on the study of health-related studies and will be given insight for disease control center to effectively manage consumer self-preventive behaviour.

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References

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