The purpose of this study was to investigate the interactive effect of pandemic fear and weight gain on overweight and obese consumers’ decisions to purchase exercise apparel online based on the theory of planned behavior and body-related self-discrepancy theory. A sample of 515 male and female adults with BMIs of 25 and higher participated in this study. The effect of pandemic fear on the attitudes toward purchasing exercise apparel online was only positive for overweight and obese consumers who did not gain weight during pandemic. However, for those who gained weight during the pandemic, there was no significant effect of pandemic fear on the attitudes toward purchasing exercise apparel online. Attitudes, subjective norm, and perceived behavioral control were all significant predictors of intent to purchase exercise apparel online. This study extends the theory of planned behavior by adding the pandemic-related factors and provides practical implications for online retailers.

这项研究的目的是基于计划行为理论和与身体相关的自我差异理论，研究大流行恐惧和体重增加对超重和肥胖消费者在线购买运动服装的决定的交互作用。515名BMI为25及更高的成年男性和女性的样本参与了这项研究。大流行恐惧对在线购买运动服装的态度的影响仅对在大流行期间未增重的超重和肥胖消费者有利。但是，对于那些在大流行期间体重增加的人来说，大流行恐惧对在线购买运动服装的态度没有显着影响。态度，主观规范和感知的行为控制都是在线购买运动服装的重要指标。