Control (management)

Norm (philosophy)

Theory of planned behavior

Social psychology

Economics

Computer science

Coronavirus disease 2019 (COVID-19)

Computer network

Psychology

Perceived control

Management

Political science

Consumer behaviour

Infectious disease (medical specialty)

Medicine

Channel (broadcasting)

Disease

Pathology

Clothing and Textiles Research Journal

The purpose of this study is to understand fashion consumers’ channel switching to online stores during the COVID-19. We proposed an extended theory of planned behavior by incorporating protection motivation theory. The results showed that consumer assessments of perceived severity and altruistic fear of COVID-19 and response efficacy and self-efficacy of channel switching increased their beliefs (i.e., attitude, perceived behavior control, subjective norm) and intentions to switch shopping channels to online. We also found that the age (young vs. old) moderated the effects of response efficacy and self-efficacy on perceived behavior control, perceived severity on subjective norm, perceived behavior control on channel switching intentions, and channel switching intention on actual switching behavior. The findings provide fashion retailers and the society with a better understanding about fashion consumers’ shopping channel switching under the pandemic.

Fashion Consumers’ Channel Switching Behavior During the COVID-19: Protection Motivation Theory in the Extended Planned Behavior Framework