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- W3209746791 endingPage "258" @default.
- W3209746791 startingPage "245" @default.
- W3209746791 abstract "Abstract During the COVID‐19 pandemic, consumers are found to be more impulsive to purchase fitness products online. Accordingly, the purpose of this study was to investigate a moderated mediation model of consumers' perception of COVID‐19 and impulse buying behavior through fear moderated by income. A total of 608 responses were collected from consumers in the United States, and this study employed partial least squares structural equation modeling (PLS‐SEM) to examine the hypothesized relationships in the research model. The results showed that the perception of COVID‐19 had a positive influence on fear, which in turn led to impulse buying behavior of fitness products. Moreover, consumers' income levels negatively moderated the positive relationship between fear and impulse buying behavior. The findings contribute to a better understanding of consumers' behavior and offer practical implications that enable marketers and retailers to predict consumers' behavior during the COVID‐19 pandemic." @default.
- W3209746791 created "2021-11-08" @default.
- W3209746791 creator A5033747415 @default.
- W3209746791 creator A5057923846 @default.
- W3209746791 creator A5082767368 @default.
- W3209746791 date "2021-10-23" @default.
- W3209746791 modified "2023-10-13" @default.
- W3209746791 title "Impact of <scp>COVID</scp>‐19 on consumers' impulse buying behavior of fitness products: A moderated mediation model" @default.
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