Resumen: El objetivo de este estudio es evaluar el efecto de la atmósfera, definida como el diseño consciente del ambiente de la tienda para crear ciertas respuestas en los compradores, en los valores de compra, la actitud hacia la compra y las emociones sobre la intención de recompra en una tienda online, basado en el modelo Estímulo-Organismo-Respuesta (S-O-R, por sus siglas en inglés). Aunque estos elementos han sido estudiados ampliamente en el contexto de tiendas físicas, artículos recientes que analizan la influencia de estos elementos en el ambiente online muestran la relevancia de estudios como este en investigaciones académicas actuales de mercadeo. Los resultados de una encuesta realizada a 306 usuarios de una tienda farmacéutica online, residentes de Venezuela y otros países de América Latina, se analizaron usando ecuaciones estructurales. Los hallazgos permiten concluir que el uso del modelo S-O-R es apropiado en la predicción del comportamiento de compra online, y confirman que el valor de compra hedónico tiene un impacto directo significativo tanto en la actitud hacia las compras como en la compra emocional. Por otra parte, el valor de compra utilitario afecta negativamente la compra emocional y el factor informático favorece la actitud hacia las compras. Por último, la actitud hacia las compras y la compra emocional predicen la intención de recompra. Se discuten las implicaciones para los especialistas en marketing.

Abstract: The objective of this study was to evaluate the effect of the online store atmosphere, shopping values, attitude toward online shopping and emotions on the repurchase intention in an online store, based on the Stimulus-Organism-Response model (S-O-R). Although these elements have been studied in the context of brick-and-mortar stores, recent articles that analyze the influence of these elements in the online environment demonstrate the relevance of this study in current marketing research. The results of an online survey conducted with 306 users of an online pharmaceutical store, which included residents of Venezuela and of other Latin American countries, were analyzed using structural equations, evaluating both the measurement model and the relationship model. The findings allow us to conclude that the use of the S-O-R model is appropriate in predicting online purchase behavior, having achieved an adequate fit, and confirm that the hedonic purchase value has a significant direct impact on both the attitude toward online shopping and the emotional purchase. On the other hand, the utilitarian purchase value negatively affects the emotional purchase and the computer factor favors the attitude toward online purchase. Finally, the attitude toward online shopping and the emotional purchase predicts the repurchase intention. Implications for marketers are discussed.

Resumen: El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de los datos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos. Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sector de la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.

Abstract: E-commerce in the fashion sector has increased in recent years in Latin America, especially in the wake of the pandemic, however, there are still issues in the acceptance of this shopping channel. The present research focuses on some factors that could influence purchase intention and aims to test how it is influenced by trust, perceived risks, costs and convenience. For this purpose, a questionnaire was given to 223 students from four universities in Ecuador. A PLS-SEM model was developed for the analysis of the data, in which trust in the seller has a mediating role in the relationship between the other three factors and purchase intention. Results show that this model has acceptable predictive and explanatory power. Likewise, it validates that risks, convenience and trust significantly affect intention, but not costs. In addition, trust would mediate the relationship between the other variables and online shopping intention. It is concluded that the proposed model can serve as a basis for similar studies, and, at the same time, it is considered that the results obtained can be used by business in the fashion sector that pursue to sell through e-commerce platforms for marketing strategies development.

BACKGROUND: Bottom-of-the-pyramid (BOP) consumers' significant discretionary purchases of non-essential products, such as apparel, contribute to retail growth. In a turbulent retail environment, store atmospherics presents an innovative cost-effective solution to incorporate BOP consumers' unique motivations for desired apparel behavioural intentions to grow market share. AIM: This study aims to fill the knowledge gap regarding a systematic review of store atmospherics on urban BOP consumers' apparel behavioural intentions in an emerging African market. This study also proposes various purchase antecedents to attitudes, which drive apparel behavioural intentions. The moderation effect of age is investigated to understand the change in purchase antecedents related to attitudes among different urban BOP age groups. SETTING: Interviewer-administered surveys was conducted among urban BOP consumers in Namibia's main urban areas. METHOD: A sample of 881 respondents was selected by purposive, interlocking and convenience sampling methods. Covariance-based structural equation modelling (SEM) confirmed the significant relationships between all constructs in the proposed model. RESULTS: The systematic link between store atmospherics and urban BOP apparel behavioural intentions is primarily because of consumers' perceived value, trust and attitudes. Urban BOP consumers' perceived value, anticipatory emotions and attitudes are moderated by age. CONCLUSION: Overall, this study sheds light on the differences between young and old urban BOP consumers and how they differ or coincide with age groups in more affluent segments. In order to adequately segment the urban BOP market, apparel retailers should emphasise on affordability, quality, emotional goal attainment and trust in their store atmospherics. CONTRIBUTION: In the broad context of store atmospherics, this study specifically uses age categories as a lens to provide valuable insights concerning age differences in urban bottom-of-the-pyramid consumers' perception of store atmospherics which influences their apparel behavioural intentions. Further, this study solidifies that different age categories amongst urban bottom-of-the-pyramid consumers bring forth different behavioural intentions to which marketers should adapt their store atmospheric strategies.

Resumen El objetivo de la investigación fue analizar cómo la intención y la actitud de compra influyen en la identidad étnica del Consumidor Millennial en México y Colombia. El método de investigación fue un estudio cuantitativo, correlacional y transversal; para el análisis de datos se utilizó un análisis de ecuaciones estructurales-PLS. La muestra fue de 709 estudiantes de posgrado de cinco universidades de México y Colombia. Los resultados muestran que la intención de compra de textiles étnicos influye en la identidad étnica de los consumidores Millennials, y que la intención de compra participa como mediadora entre la actitud de compra y la identidad étnica. La originalidad consiste en informar sobre el comportamiento de compra de productos artesanales de los Millennials en México y Colombia. El principal hallazgo es que los millennials en México y Colombia manifiestan actitudes positivas hacia los textiles étnicos y la intención de comprarlos. La principal limitación es la inclusión de millennials en lugares donde se elaboran textiles étnicos.

Abstract The research objective was to analyze how purchase intention and attitude influence the Consumer Millennial ethnic identity in Mexico and Colombia. The research method was a quantitative, correlational, and cross-sectional study; an analysis of structural equations-PLS was used for data analysis. The sample was 709 graduate students at five universities in Mexico and Colombia. The results show that the purchase intention of ethnic textiles influences the ethnic identity of Millennial consumers, and that the purchase intention participates as a mediator between the buying attitude and the ethnic identity. The originality consists in reporting on the purchasing behavior of artisanal products of Millennials in Mexico and Colombia. The main finding is that millennials in Mexico and Colombia show positive attitudes towards ethnic textiles and the intention to buy them. The main limitation is the inclusion of millennials in places where ethnic textiles are made.

Abstract Since the fifth century B.C., flowers have been associated with seduction, however, no studies were found that could reveal how flowers are bought with this intention. In order to investigate the profile and behavior of consumers of flowers with the purpose of seduction, a descriptive exploratory study was carried out with 108 consumers at the time they purchased flowers with the intention of seduction. The study revealed that among people who bought flowers for this purpose, the frequency was on average of 1.7 times a year, with 64.7% of these consumers defining themselves as male people. No statistical variation was observed between heterosexual, bisexual and homosexual groups. Single and married people had higher purchase rates, with roses being the preferred flowers. Tropical flowers may represent a trend to be explored in market segmentation. The purchase of flowers for seduction was mostly associated with affective relationships such as boyfriends/girlfriends or spouses and the use of flowers in the search for new relationships or even fortuitous cases was also evidenced. Most respondents who reported that have received flowers described that it was a positive influence and contributed to feeling seduced. Finally, it is possible to consider market segmentation, however, it is urgent that the sector be organized in order to elaborate a diagnosis of potential consumption, elaborate consumer acceptance tests, define groups to be segmented, establish targeted marketing campaigns and create evaluation programs for consumer loyalty.

Resumo As flores desde o século V a.C são associadas a sedução, no entanto não foram encontrados estudos que pudessem revelar de que forma ocorre a compra de flores com essa intenção. Visando investigar o perfil e o comportamento do consumidor de flores com o objetivo de sedução, foi realizado estudo exploratório descritivo junto a 108 consumidores no momento que procederam a aquisição com o objetivo de sedução. O estudo revelou que entre as pessoas que compraram flores com este proposito a frequência foi em média 1,7 vezes ao ano, sendo que 64,7% dos compradores se definiam como pessoas masculinas. Não foi observado variação estatística entre os grupos de heterossexuais, bissexuais e homossexuais. As pessoas solteiras e casadas apresentaram maiores índice de compra, sendo as rosas as flores preferidas. As flores tropicais podem representar uma tendência a ser explorada na segmentação de mercado. A compra de flores para sedução em sua maioria estava associada a relacionamentos afetivos como namorados (as) ou cônjuges, também foi evidenciado o uso das flores na busca por novos relacionamentos ou ainda casos fortuitos. A maioria dos entrevistados que relataram que ter recebido flores descreveram que foi uma influência positiva e contribuiu para que se sentisse uma pessoa seduzida. Finalmente, é possível considerar a segmentação do mercado, no entanto urge que o setor se organize no sentido de elaborar diagnóstico de consumo potencial, elaborar testes de aceitação dos consumidores, definir grupos a ser segmentados, estabelecer campanhas de marketing direcionado e criar programas avaliação para fidelização do consumo.

Resumen Introducción. A nivel mundial, los lácteos bovinos son prevalentes, por lo que existe la necesidad de estudios enfocados en leches menos tradicionales, como la caprina. Objetivo. Evaluar el efecto de dos niveles de inclusión de amaretto sobre las características fisicoquímicas y sensoriales de un dulce de leche caprino. Materiales y métodos. Entre enero y septiembre de 2017, en la Universidad de Costa Rica, se elaboraron dulces de leche con dos proporciones (6 % y 9 %) de amaretto (licor dulce), las cuales fueron seleccionadas con base en dos grupos focales.Se evaluó el pH, grados Brix, aw, textura, color, y agrado sensorial. Resultados. Los dulces de leche con inclusión de 6 % y 9 % de amaretto obtuvieron las siguientes características de manera respectiva: 71,8 y 70, 8 °Brix, pH= 6,8 y 6,9, aw= 0,8, dureza= 1,3 y 0,3, adhesividad= 0,75 y 0,6, elasticidad= 23,0 y 21,0, L*= 33,0 y 33,4, a*= 11,3 y 11,4, b*= 26,2, c*= 28,5 y 28,6, h*= 66,7 y 66,4, con un agrado promedio de 7,3 y 7,7, y una intensión promedio de compra de 6,9 y 7,2. El análisis de conglomerados generó tres grupos de personas: G1 = 25,5 % de agrado medio de 4,7 y 6,2 por las formulaciones al 6 % y 9 %, respectivamente; G2 = 19,6 % de agrado medio de 8,5 y 5,5 por las formulaciones al 6 % y 9 %, respectivamente; y G3 = 54,9 % de agrado medio de 8,2 y 9,1 por las formulaciones al 6 % y 9 %, respectivamente. Conclusiones. La inclusión de amaretto en el dulce de leche caprino resultó ser el producto con mejor perfil. No se observaron diferencias significativas entre los dos niveles de inclusión de licor. Los resultados sugieren que ambos productos tuvieron características técnicas y un agrado apropiados.

Abstract Introduction. Worldwide, bovine dairy products are prevalent, so there is a need for studies focused on less traditional milk, such as goat milk. Objective. To evaluate the effect of two levels of inclusion of amaretto on the physicochemical and sensory characteristics of a goat milk caramel. Materials and methods. Between January and September 2017, at the Universidad de Costa Rica, milk caramels were made with two proportions (6 % and 9 %) of amaretto, which were selected using two focus groups, pH, Brix degrees, aw, texture, color, and sensory liking were evaluated. Results. The milk caramels with inclusion of 6 % and 9 % amaretto obtained the following characteristics respectively: 71.8 and 70.8 ºBrix, pH= 6.8 and 6.9, aw=0.8, hardness= 1.3 and 0.3, adhesiveness= 0.75 and 6.0, elasticity= 23.0 and 21.0, L*= 33.0 and 33.4, a*= 11.3 and 11.4, b*= 26.2, c*= 28.5 and 28.6, h*= 66.7 and 66.4, with an average liking of 7.3 and 7.7, and an average purchase intention of 6.9 and 7.2. The cluster analysis generated three groups of people: G1 = 25.5% with a mean liking of 4.7 and 6.2 for the 6 % and 9 % formulations, respectively; G2 = 19.6% with a mean liking of 8.5 and 5.5 for the 6 % and 9 % formulations, respectively; and G3 = 54.9% with a mean liking of 8.2 and 9.1 for the 6 % and 9 % formulations, respectively. Conclusions. The inclusion of amaretto in the goat milk caramel turned out to be the product with the best profile. No significant differences were observed between the two liquor inclusion levels. The results suggest that both products had appropriate technical characteristics and taste.

RESUMEN Este trabajo se centra en el estudio de la estrategia publicitaria femvertising, y toma como referentes las teorías feministas y la teoría de la reactancia psicológica, esto con el objetivo conocer el impacto de la femvertising en la reactancia psicológica e intención de compra de consumidoras mexicanas. Se aplicó una metodología mixta, con un análisis de contenido y un cuestionario de recepción (N=666) a consumidoras mexicanas. Los resultados evidencian una mayor intención de compra y una menor reactancia psicológica en las consumidoras ante los spots femvertising. La principal conclusión es que la implementación de la estrategia femvertising en los spots publicitarios dirigidos a las mujeres mexicanas, produce un incremento en su intención de compra y una disminución en la reactancia psicológica en comparación con los anuncios convencionales (no femvertising), esto debido a que la femvertising genera una mayor identificación de las consumidoras con el anuncio al proyectar a la mujer de una forma más real y cercana.

ABSTRACT This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied, with a content analysis and a reception questionnaire (N=666) to Mexican female consumers. The results show a higher purchase intention and a lower psychological reactance in female consumers to femvertising spots. The main conclusion is that the implementation of the femvertising strategy in advertising spots aimed at Mexican women produces an increase in their purchase intention and a decrease in psychological reactance compared to conventional (non-femvertising) ads because femvertising generates a greater identification of the consumers with the ad by projecting the woman in a more authentic and close way.

Resumen El objetivo del presente estudio fue comparar los modelos de teoría de acción razonada (TAR), teoría de comportamiento planificado (TCP) y su forma extendida (TCPE), para predecir la intención de compra de productos ecológicos en consumidores chilenos. Se encuestaron 500 personas y se estableció un análisis de fiabilidad interjuez, validez discriminante, convergente y de constructo a través de modelos de ecuaciones estructurales (SEM). Los resultados señalan que el modelo TCPE es útil para explicar la intención de comportamiento de consumo ante productos verdes con base en una triple línea de fondo, cuya principal contribución es el efecto indirecto de PA sobre el modelo. De las tres variables, se evidencia que el CCP era la predictora más fuerte de la intención de compra, seguida de la actitud. En conclusión, tanto el modelo TCPE como el instrumento de intención de compra de productos verdes contribuyen a la ampliación de estudios sobre el comportamiento del consumidor en marketing sustentable en Chile.

Abstract The objective of this study was to compare three models: the theory of reasoned action (TRA), the theory of planned behavior (TPB), and its extended form (ETPB), to predict the intention of Chilean consumers for purchasing green products. Five hundred people were surveyed, establishing an inter-rater reliability analysis, and a discriminant, convergent and construct validity using three structural equation models (SEM). The results showed that the ETPB model is useful to explain the consumption behavior intention for green products based on a triple bottom line, whose main contribution is the indirect effect of EC on the model. The study found that of the three variables, PBC was the strongest predictor of purchase intention, followed by attitude. In conclusion, both the ETPB model and the green products purchase intention instrument contribute to broaden the studies about consumer behavior in sustainable marketing in Chile.

Abstract Knowing consumers' perceptions and purchase intentions is essential to satisfy their needs or exceed their expectations for products demand. At the national level, studies of this type focused on wood are scarce; therefore, this study analyzed the perception of the performance and purchase intentions of consumers to understand the decision processes in the consumption of wood products using different characteristics and comparing them with substitute products. In a first phase, the purchase intention of intermediate (n=197) and final (n=298) consumers of sawn wood products and furniture in the Greater Metropolitan Area of Costa Rica was analyzed through different advertisements. For this, advertisements were designed, and evaluations were made on attitudes and purchase intention considering the type of product, its origin, and whether they are certified or not. In a second phase, a choice experiment was developed to evaluate, by final consumers, specific attributes of wood products. The results showed that in general terms there is a favorable purchase intention for wood- based products; regardless of whether they are domestic or imported. The results of the choice experiment indicated that consumers prefer a product built with solid wood compared to processed wood (plywood), high durability, that does not require assembly, with a natural finish that naturally highlights the grain and imperfections of wood, and as expected, willing to pay the lowest possible price. It becomes evident that there is a preference of wood products particularly solid wood and a tendency to prefer those of domestic origin.

Resumen Conocer las percepciones e intenciones de compra de los consumidores es fundamental para satisfacer sus necesidades o superar sus expectativas en la demanda de productos. A nivel nacional los estudios de este tipo enfocados en madera son escasos; por tanto, se tuvo por objetivo analizar la percepción sobre el desempeño e intenciones de compra de personas consumidoras para entender los procesos de decisión en el consumo de productos maderables utilizando diferentes características y comparándolos con productos sustitutos. En una primera fase se analizó por medio de diferentes anuncios publicitarios la percepción sobre el desempeño y la intención de compra en los consumidores intermedios (n=197) y finales (n=298) de productos de madera aserrada y muebles en el Gran Área Metropolitana de Costa Rica. Para esto, se diseñaron anuncios publicitarios y se corrieron las evaluaciones sobre actitudes e intención de compra considerando el tipo de producto, su origen y si son certificados o no. En la segunda fase se desarrolló un experimento de escogencia (choice experiment) para evaluar, por personas consumidoras finales, atributos específicos de productos de madera. Los resultados evidencian que en términos generales hay una intención favorable de compra por productos a base de madera; incluso sin importar si son de origen nacional o importados. Los resultados del experimento de escogencia indican que las personas consumidoras prefieren un producto construido con madera sólida en comparación con madera procesada (madera contrachapada), de alta durabilidad, que no requiera ser ensamblado, con un acabado natural que resalta naturalmente la veta y las imperfecciones de la madera, y como era de esperar, dispuesto a pagar el menor precio posible. Se hace evidente que existe preferencia de productos de madera particularmente madera sólida y una tendencia a preferir aquellos de origen local.

Abstract Purpose This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage intention. Design/methodology/approach Online survey with 528 participants about the last shopping trip in neighborhood retail. The authors performed data analysis using structural equation modeling techniques. Findings High-perceived spatial crowding negatively influences shopping experience value perceptions, while human crowding influences patronage intentions through increased perceived hedonic value. Research limitations/implications Results suggest that purchase experience at well-known neighborhood stores during a sanitary crisis is becoming less convenience-oriented and a substitute for leisure activities due to social distancing. Practical implications The findings elucidate the social function of neighborhood convenience retailing during the COVID-19 pandemic. The results emphasize that a pleasant shopping experience arising from a good relationship with shopkeepers and other customers is more influential on patronage intention than a good product assortment and store layout. Social implications This paper contributes to the survival of small neighborhood businesses during the financial crisis installed due to Covid-19 by helping businesses become more attractive to their consumers and competitive in the new context. Originality/value The combined context of the health crisis due to COVID-19 and neighborhood retail of an emerging country raises the need for tests to better understand established marketing theories. Based on this rationale, this work intends to replicate and extend selected previous findings to the new environment dictated by the pandemic.

Resumo: Com o objetivo de analisar a demanda por produtos lácteos de origem caprina e ovina foi realizada uma regressão logística binária para verificar o impacto de atributos descritos no rótulo dos produtos, características sociodemográficas e hábitos de consumo de lácteos sobre a disposição a pagar de consumidores do estado de Goiás e do Distrito Federal. A porcentagem de consumidores que já compraram produtos lácteos de origem caprina (42,7%) foi superior aos que já compraram os de origem ovina (24,8%). A intenção de compra de lácteos de cabra (55,9%) também foi maior do que a de lácteos de ovelha (48,5%). No entanto, as porcentagens de pessoas dispostas a pagar um preço prêmio nos produtos lácteos de cabra (48,2%) e ovelha (48,7%) foram semelhantes. Entre as diferentes categorias de produtos lácteos analisadas, os iogurtes foram os que apresentaram maior disposição a pagar em relação ao preço referência, 16% a mais para o de origem caprina e 21% a mais para o de origem ovina. Houve impacto significativo da cidade, idade e escolaridade dos consumidores sobre suas disposições a pagar.

Abstract: To analyze the demand for dairy products of goat and sheep origin, a binary logistic regression was performed to verify the impact of label attributes, sociodemographic characteristics and habits of dairy consumption on the consumers’ willingness to pay in the Brazilian states of Goiás and Federal District. The percentage of consumers who have already purchased dairy products of goat origin (42.7%) was higher than those who had already bought sheep origin (24.8%). The intention to purchase goat dairy (55.9%) was also higher than sheep dairy (48.5%). However, the percentages of people willing to pay a premium price on goat (48.2%) and sheep (48.7%) dairy products were similar. Among the different analyzed categories of dairy products, yogurts were the ones with the highest willingness to pay compared to the reference price, 16% more for the goat origin and 21% more for sheep origin. There was a significant impact of the city, age and consumer education on the willingness to pay.

ABSTRACT The objective of this research is to determine whether the physical attributes of fashion apparel significantly affect the purchase intention of 20 to 24-year-old university women in Lima, Peru. Based on the answer to this question, product development activities oriented at satisfying this consumer are more assured, because a producer can direct resources to key activities in order to obtain competitive products. For this reason, an applied study following a correlational approach was conducted, in which the statistical method was used according to the multiple regression test. Data collection was carried out using the survey technique in the study unit. The analysis of the responses leads to measuring the influence that certain factors have on purchase intention, ranking physical attributes on a scale of importance, and concluding that physical attributes significantly influence purchase intention.

RESUMEN La presente investigación tiene por objetivo determinar si los atributos físicos de un producto de vestir de moda tienen un efecto significativo en la intención de compra de mujeres universitarias entre 20 y 24 años de edad de la ciudad de Lima, Perú. Con la respuesta a esta pregunta, las actividades de desarrollo de producto, orientadas a satisfacer este tipo de consumidor son más seguras, porque el productor puede orientar sus recursos a las actividades clave en la obtención de productos competitivos. Por esta razón, se desarrolló una investigación aplicada, de enfoque correlacional, en la que se usó el método estadístico según la prueba de regresión múltiple. En la recopilación de datos, se recurrió a la técnica de las encuestas en la unidad de estudio. El análisis de estas ha permitido medir la influencia que tienen ciertos factores en la intención de compra, se han ordenado los atributos físicos en escala de importancia y se llegó a la conclusión de que los atributos físicos influyen significativamente en la intención de demanda.

Abstract Purpose: This research aims to analyse the variables related to the purchase intention of COVID-19 rapid tests in Monterrey, Mexico's metropolitan area. Design/methodology/approach: The chosen method was probit regression. The results show that purchase intention depends on the consumer's perceived value and the perception of having a potential contagion and/or presenting symptoms related to the virus. Regarding limitations, the sampling method used in this investigation is a nonprobabilistic convenience approach delivered through a digital platform, which may not be the first option in other contexts. Findings: The findings indicate that the probability of the purchase intention of rapid COVID tests increases when consumers perceive symptoms of the disease and when they have higher education or are female rather than concerning price or income, as suggested by classical demand theory. Research limitations/implications: Probabilistic sampling was impossible due to the difficulty of collecting surveys during the COVID-19 pandemic. Instead, a nonprobabilistic sample of a representative random selection of different zip codes from the responses received was considered. Originality/value: The originality of the paper is its contribution to consumer behaviour during the COVID-19 pandemic in a Latin American context.

BACKGROUND: Given the increased usage of mobile apps among males when purchasing apparel, it is imperative that retailers develop mobile apps that align with the target market's needs. OBJECTIVES: This article aims to determine the mobile app intention and usage among young male adult consumers when purchasing apparel. METHOD: A positivistic, descriptive research design was followed, and data were collected from 310 young male adults. Structural equation modelling and moderation analysis were used to test the hypotheses. RESULTS: The study found that the behavioural intention of young adult males using mobile apps to purchase apparel is influenced by the perceived usefulness and attitude towards the app, while the attitude towards the app is influenced by perceived usefulness and ease of use. Perceived usefulness was also influenced by innovativeness and perceived ease of use, while ease of use is influenced by collectivism and innovativeness CONCLUSION: The study highlights the significance of perceived ease of use, perceived usefulness and innovativeness as stimuli of young male adult consumers' behavioural intentions towards using mobile apps when purchasing apparel online. It also informs apparel retailers of the role of collectiveness towards the perceived ease of use of mobile apps when purchasing apparel online. CONTRIBUTION: This study provides empirical evidence of the interrelationships between perceived usefulness, perceived ease of use, attitude and its influence on behavioural intention when purchasing menswear apparel via mobile apps. It validates that collectivism leads to lower perceived ease of use, indicating that a greater emphasis should be placed on elevating the perceived ease of use among consumers with collective behaviour.

The article aims to argue that the pandemic caused by COVID-19 strengthened religious faith. This objective is argued from the perspective of advanced economies studies. In the post epidemic era people's lifestyle and shopping habits have undergone tremendous changes due to the development of the Internet economy. Prior to the COVID-19 pandemic, research pointed towards an alleviating effect of Internet usage for religious purposes. This study explores the impact of Internet economy on consumers' psychology and behavior in the post epidemic era, and analyses the factors that affect consumers' purchase intention. The research has certain guiding significance for the development of Internet economy, the relief of residents' psychological pressure and the solution of psychological problems in the post epidemic era. Consumers in the Liaoning province were interviewed by means of questionnaires through group chat links and website advertisements. Consumption information and data were gathered from 15 March 2020 to 15 March 2021. After collecting the questionnaires, 500 effective questionnaires were selected. Questionnaire data were analysed by self-rating anxiety scale (SAS), and the influencing factors of consumers' purchasing psychology were judged by self-rating depression scale (SDS). The overall psychological status of consumers was evaluated by SCL-90. The software SPSS® 18.0 was used to analyse the data collected from the questionnaire. The corresponding strategies for the development of Internet economy are proposed according to the analysis results. The results of data analysis show that appropriate Internet economic consumption can alleviate the negative emotions and psychological pressure of consumers due to long-term home isolation. CONTRIBUTION: This study demonstrates that appropriate Internet economic consumption can alleviate the negative emotions and psychological pressure of consumers due to long-term home isolation. The research outcome can be utilised by scholars in the field of the psychology of religion, sociology of religion and pastoral care focusing on trauma caused be the consequences of the COVID-19 pandemic