Purpose

This paper aims to explore the effects of the Coronavirus outbreak and the subjective norm and attitude on shopper’s intentions to purchase Hijab online. It hypothesises the influences of the Coronavirus outbreak as situational determinants, which include the place accessibility (e.g. the shutting of physical Hijab stores) and stores environment (e.g. well-being risks in physical shops, online shopping movement and extra marketing attempts from online Hijab stores through the outbreak).

Design/methodology/approach

Structured questionnaires were retrieved from 366 female Muslim shoppers, both wearing and not wearing Hijab. ADANCO 2.0.1 programming and PLS-SEM were applied in empirical investigation.

Findings

The results on direct relationships reveal that the Coronavirus outbreak situational determinants including place accessibility (ACCESS) and store environment (ENVIRO) and shopper’s attitude towards online Hijab purchase (ATTITU) are strong predictors of online Hijab purchase intention (ONLINE). At the same time, the subjective norm (SUBJEC) predicts ATTITU. The indirect mediation between SUBJEC on ONLINE was also confirmed.

Practical implications

These discoveries would help the Hijab business players, i.e. online sellers, retailers and marketers to increase their web pages’ quality and marketing efforts.

Originality/value

The research is an initial concept and empirical evidence investigating the Coronavirus outbreak’s situational influences and the effects of attitude and subjective norm on shoppers’ intentions to purchase Hijab online.

中文翻译：

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在线头巾购买意向：冠状病毒爆发的影响

目的

本文旨在探讨冠状病毒爆发的影响以及主观规范和态度对购物者在线购买Hijab的意图。它假设冠状病毒爆发的影响是情境决定因素，包括场所可及性（例如，关闭实体Hijab商店）和商店环境（例如，实体店的福利风险，在线购物活动以及在线Hijab商店进行的额外营销尝试）爆发）。

设计/方法/方法

从366位穿着和未佩戴头巾的穆斯林女性购物者中检索了结构化的问卷。ADANCO 2.0.1程序设计和PLS-SEM被用于实证研究。

发现

直接关系的结果表明，冠状病毒爆发的情况决定因素包括场所可及性（ACCESS）和商店环境（ENVIRO）以及购物者对在线头巾的购买态度（ATTITU）是在线头巾购买意向（ONLINE）的有力预测指标。同时，主观规范（SUBJEC）可预测ATTITU。SUBJEC在ONLINE之间的间接调解也得到了确认。

实际影响

这些发现将有助于Hijab商业参与者（即，在线卖家，零售商和营销商）提高其网页的质量和营销力度。

创意/价值

该研究是一个初步概念和经验证据，用于调查冠状病毒爆发的情境影响以及态度和主观规范对购物者在线购买Hijab意图的影响。