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. 2022 Jan 13:9:708199.
doi: 10.3389/fpubh.2021.708199. eCollection 2021.

Consumer Motivations for Adopting Omnichannel Retailing: A Safety-Driven Perspective in the Context of COVID-19

Feng Liu  1 , Mingjie Fang  2 , Lanhui Cai  3 , Miao Su  3 , Xueqin Wang  3
Affiliations

Consumer Motivations for Adopting Omnichannel Retailing: A Safety-Driven Perspective in the Context of COVID-19

Feng Liu et al. Front Public Health. .

Abstract

This study aims to understand the influence of COVID-19 on consumers' fears and self-protection motivations. Furthermore, the study seeks to understand the effects of these fears and motivations on consumers' intentions to use omnichannel retailing. A modified theoretical model is proposed by integrating protection motivation theory (PMT) and extending the extended parallel process model (E-EPPM). A total of 398 valid questionnaires are collected and used for further structural equation modeling analysis. The results suggest that the perceived severity, perceived vulnerability, and health anxiety positively impact perceived fears surrounding COVID-19. Furthermore, it is found that perceived fear, self-efficacy, and response efficacy will affect the protection motivation of consumers and ultimately contribute to their behavioral intention to use omnichannel retailing. The findings theoretically enrich the research on COVID-19, PMT, and E-EPPM and empirically provide managerial implications for omnichannel retail service providers.

Keywords: COVID-19; adoption behavior; health anxiety; omnichannel; protection motivation theory; retail services.

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Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

Figure 1
Figure 1
The theoretical framework.
Figure 2
Figure 2
Results of structural model analysis. Model fit indices: χ2/df = 1.86, CFI = 0.95, TLI = 0.95, RMSEA = 0.05, SRMR = 0.07. *Indicates p < 0.05.
See this image and copyright information in PMC

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