Hope, fear, and consumer behavioral change amid COVID‐19: Application of protection motivation theory

Using protection motivation theory (PMT), this study investigates the influence of cognitive assessment and affective response on customers’ behavioral intention amid COVID‐19 in the context of restaurants. More specifically, this research draws attention to (1) the influence of protection motivatio...

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Bibliographic Details
Published in:International journal of consumer studies 2022-03, Vol.46 (2), p.558-574
Main Authors: Kim, Jiyoung, Yang, Kiseol, Min, Jihye, White, Brechey
Format: Article
Language:English
Subjects:
Behavior
Behavior change
behavioral intention
cognition
Cognitive aspects
Cognitive-behavioral factors
Consumer behavior
Consumers
Consumption
COVID-19
COVID-19 infection
Customers
Efficacy
Emotional responses
equations
Evaluation
fear
Fear & phobias
fearfulness
Health behavior
hope
Hospitality industry
hygiene
Local businesses
Mental health
Motivation
Original
Pandemics
Protection
Protection motivation theory
Responses
Restaurants
self-efficacy
Structural equation modeling
surveys
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pandemic 1