Related Experiment Video
Updated: Oct 18, 2025

Setup of Consumer Wearable Devices for Exposure and Health Monitoring in Population Studies
Published on: February 3, 2023
Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on
Qiwei Pang1, Haiyang Meng2, Mingjie Fang3
1Department of Economics, Sejong University, Seoul, South Korea.
Abstract:
During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.
More Related Videos
Related Concept Videos
Social Foundations of Self IV: Self in Digital Communication
Issues And Trends In Healthcare Delivery System
Cost Containment
Payment for healthcare services has historically promoted adoption of costly and often unnecessary or inefficient...
Social Exchange Theory
Self-Presentation: Self-Monitoring and Self-Handicapping
Self-Help Support Groups
Accessibility and Cost-Effectiveness
One of the primary strengths of self-help...
Bullying

