Determinants of Chinese Consumers’ Self-preventive Behavior after the Global Pandemic: An Integrated Model Approach

Determinants of Chinese Consumers’ Self-preventive Behavior after the Global Pandemic: An Integrated Model Approach

Purpose – This study investigated the antecedent of Chinese consumer self-preventive behavior by extending the TPB model after the global pandemic period. This study investigated whether Chinese consumer’s health consciousness significantly impacted consumer’s perceived severity of COVID-19 and perceived risk. Design/Methodology/Approach – This study revised the extended TPB model to determine the relationship to Chinese consumer self-preventive behavior after the global pandemic period. 237 valid respondents’ data were used to finish the statistical analysis. SPSS and Smart PLS were used for data analysis. Findings – The results revealed that the perceived severity of COVID-19 positively impacted Chinese consumer perceived risk, and perceived risk significantly influenced consumer attitude, subjective norm and perceived behavioral control. But only consumer attitude and subjective norm was significantly related to consumer self-preventive behavior after the global pandemic. Research Implications – The theoretical implication will be offered for Chinese consumer self-preventive behaviour related to global pandemic research, and it will also give insight for disease control centers to effectively manage consumer self-preventive behavior.