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.

这项研究的目的是了解在COVID-19期间时尚消费者转换到在线商店的渠道。通过结合保护动机理论，我们提出了计划行为的扩展理论。结果表明，消费者对感知到的严重性和对COVID-19的利他主义恐惧以及渠道转换的响应效力和自我效能的评估增加了他们的信念（即态度，感知的行为控制，主观规范）以及将购物渠道转换为在线的意图。我们还发现，年龄（年轻人与老年人）适度地缓解了响应效能和自我效能对感知行为控制，感知严重性对主观规范，感知行为控制对频道切换意图以及频道切换意图对实际切换行为的影响。