Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Consumer awareness about mask repurchase intention during coronavirus: The case of Chinese sample

  • Cui, Yu Hua (Dept. of Fashion Design, Yanbian University)
  • Received : 2021.02.17
  • Accepted : 2021.05.26
  • Published : 2021.06.30
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Abstract

The worldwide coronavirus pandemic has brought to light the importance of having a reliable supply of masks for each person. This study aims to understand the effect of personal awareness (including community, others', and safety awareness) on consumption conformity and the repurchase intention of masks. The research method used the SPSS 22.0 and AMOS 22.0 statistical systems to analyze descriptive statistics in terms of reliability, validity, structural equation modeling, and moderated regression analysis. A total of 272 Chinese participants were recruited via an online survey website (www.sojump.com) from May 1 to May 14, 2020. Findings indicated that mask users' awareness can be categorized into three distinct types: community, others', and safety awareness. The more community and safety awareness is perceived, the higher the level of consumption conformity. In contrast, others' has no statistical effect on consumption conformity or repurchase intention. The positive influence of consumption conformity on the repurchase intention of masks is also weaker than price perception. However, another moderating variable, mask quality, has no moderating effect. The results of this study can help mask manufacturers and distributors retain their customers, resulting in reasonable protective measures while maintaining market order. Theoretical and managerial implications for mask suppliers are also provided.

Keywords

Acknowledgement

This paper is supported by 2021 Yanbian University Science Foundation Project.

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