Critical Factors Affecting Masks Purchasing Intention of Consumers During COVID-19 Pandemic: An Empirical Study in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Toan Khanh Pham TRAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.5, 1011~1017쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.05.30

영문 초록

An effective measure to prevent the spread of COVID-19 is wearing masks in public places. This solution is highly recommended in many countries all over the world. The objective of this study is to identify the antecedents of citizens’ intention to purchase masks during the COVID-19 pandemic. Based on the theory of planned behavior (TPB), the current study analyzes attitudes toward mask-purchasing, subjective norms, and perceived behavioral control, to assess their impact on intention to purchase masks. In total, six variables are examined: attitude toward mask-wearing, subjective norms, perceived behavioral control, perceived severity, perceived susceptibility, and the intention to wear masks. Data are collected from 243 respondents in Ho Chi Minh City, Vietnam. They were processed through by factor analysis and multiple regressions. The results report that all three factors positively affect citizens’ intention to buy masks in the following ascending order: Attitude toward mask-purchasing, subjective norms, and perceived behavioral control. Our study is the first research that applies TPB to investigate citizens’ intention to purchase masks to during the COVID-19 pandemic. Moreover, this study provides guidelines to the Vietnamese public managers to combat COVID-19 through the purchase of masks. Shopkeepers would be well advised to observe the intentions of consumers toward masks.

목차

1. Introduction

2. Theoretical Framework and Research Hypothesis

3. Research Methodology

4. Results and Discussion

5. Conclusion

키워드

Mask Purchasing Intention Attitudes Subjective Norms Perceived Behavioral Control COVID-19 Pandemic