Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation

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dc.contributor.authorLiang, Yuli
dc.contributor.authorHustvedt, Gwendolyn
dc.contributor.authorMiller, Jasmine
dc.date.accessioned2022-11-22T17:43:17Z
dc.date.available2022-11-22T17:43:17Z
dc.date.issued2022-02-17
dc.description.abstractThis research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed.
dc.description.departmentFamily and Consumer Sciences
dc.formatText
dc.format.extent15 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationLiang, Y., Hustvedt, G., & Miller, J. (2022). Prioritizing protection by face masks during COVID-19: The application of customer open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 43.
dc.identifier.doihttps://doi.org/10.3390/joitmc8010043
dc.identifier.issn2199-8531
dc.identifier.urihttps://hdl.handle.net/10877/16332
dc.language.isoen
dc.publisherMultidisciplinary Digital Publishing Institute
dc.rights.licenseThis work is licensed under a Creative Commons Attribution 4.0 International License.
dc.sourceJournal of Open Innovation: Technology, Market, and Complexity, 2022, Vol. 08, No. 01, Article 43, pp. 1-15.
dc.subjectCOVID-19
dc.subjectpandemic
dc.subjectTPB
dc.subjectpurchase intention
dc.subjectface masks
dc.subjectopen innovation
dc.subjectFamily and Consumer Sciences
dc.titlePrioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation
dc.typeArticle

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