| 520 สาระสังเขป |
The objective of this research is to investigate the factors influencing the purchase of PPE products in China during the COVID-19 pandemic. This research is the quantitative research. The quantitative research was conducted by using online survey methodology. The target population are the permanent resident population of the Wuhan, China including doctors, nurses, and patients. The sample size of this research is 350. The data were collected from July to August 2022. The data were analyzed using multiple regression analysis. The finding indicates attitude towards functional attributes, attitude towards social attributes, subjective norms, perceived behavioral control and fear appeal are significant and positively related with purchase intention (significant level of 0.05). These finding can be applied for manufacturers, product developers, policy makers, and retailers. For manufacturers and product developers, the apparel, textile, and fashion industries were certainly to pivot during the COVID-19 pandemic towards innovative means of meeting consumer needs through new products or new points of sale. This applies not only PPE products but also other future inventions, where manufacturers and policy makers should consider working more closely with industry of all sectors to include public health intervention as a regularly considered category of focus for open innovation. For retailers, businesses should be prepared to acknowledge and act on their ability to create norms surrounding behaviors, such as PPE products purchase, that produce widespread social good. |