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http://dx.doi.org/10.15722/jds.20.01.202201.77

Post-Adoption of Online Shopping: Do Herding Mentality or Health Beliefs Matter?  

KIEU, Tai Anh (Marketing Department, Faculty of Business Administration, Ho Chi Minh City Open University)
Publication Information
Journal of Distribution Science / v.20, no.1, 2022 , pp. 77-85 More about this Journal
Abstract
Purpose: The Covid-19 pandemic has triggered several herd purchase behaviors, and online shopping has been considered a health-related preventative behavior. Thisstudy aimsto the relative impact of health threat beliefs concerning Covid-19 (perceived susceptibility and perceived severity) and herd mentality on consumers' online shopping post-adoption disconfirmation and continuance intention of online shopping. Research design, data and methodology: An internet survey was conducted with Vietnamese consumers, and upon screening, usable data of 292 responses were analyzed using PLS-SEM. Results showed that while herd mentality positively affects disconfirmation, health threat beliefs including perceived susceptibility and perceived severity of Covid-19 do not. Results: Results also provided further support for the notion that disconfirmation is a crucial determinant of post-adoption continuance intention. Moreover, herd mentality also has a significantly negative influence on online shopping post-adoption continuance intention. Conclusions: The research provides evidence supporting the role of herd mentality and post-adoption disconfirmation in driving consumers' intention to continue online shopping. However, the research shows that neither the perceived susceptibility of Covid-19 nor the perceived severity of Covid-19 has significant impact on post-adoption disconfirmation, adding mixed evidence to the application of health belief theory in technology (such as online shopping) adoption.
Keywords
Health Beliefs; Perceived Susceptibility of Covid-19; Perceived Severity of Covid-19; Herd Mentality; Continuance Intention; Online Shopping; Online Distribution;
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