Consumers showed a dramatically increased interest in contactless shopping in reaction to the COVID-19 pandemic. Based on the protection motivation theory, this study investigated how contactless shopping grew as a protectionary action against COVID-19. Findings from a nationwide online survey (n = 311) confirmed the impact of politicization of the pandemic on consumer responses for contactless shopping intention and the significance of threat and coping appraisals in taking protectionary actions. This study adds knowledge to the existing literature on contactless shopping and protection motivation theory. Results imply that retailers must invest in contactless shopping and provide an in-store shopping environment that prioritizes the health and safety of shoppers and employees to decrease the threat of virus infection during shopping. However, in doing so, retailers are recommended to develop different marketing strategies regarding contactless shopping based on consumers' political orientations.

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自由派比保守派更希望路边取货吗？非接触式购物作为针对 COVID-19 大流行的保护措施

为应对 COVID-19 大流行，消费者对非接触式购物的兴趣显着增加。基于保护动机理论，本研究调查了非接触式购物如何成为针对 COVID-19 的保护措施。全国在线调查的结果（n = 311）证实了大流行的政治化对消费者对非接触式购物意图的反应的影响，以及威胁和应对评估在采取保护行动中的重要性。这项研究为现有的关于非接触式购物和保护动机理论的文献增加了知识。结果表明，零售商必须投资于非接触式购物，并提供一个优先考虑购物者和员工的健康和安全的店内购物环境，以减少购物期间病毒感染的威胁。然而，在此过程中，建议零售商根据消费者的政治倾向制定不同的非接触式购物营销策略。