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Keywords: Protection motivation theory
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Journal Articles
Consumer's transition to online clothing buying during the COVID-19 pandemic: exploration through protection motivation theory and consumer well-being
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Journal of Fashion Marketing and Management: An International Journal (2023) 27 (1): 21–41.
Published: 07 January 2022
...Ivana Kursan Milaković; Dario Miocevic Purpose By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper...
