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Coronavirus disease 2019 (COVID-19) has shifted purchase behavior and accelerated the diffusion of modern retail channels via mobile application (or m-application). This work aims to frame a mechanism of m-application-based behavioral intentions in the COVID-19 context.

The authors designed a web-based survey to retrieve empirical data from 478 Vietnamese users. Quantitative approach and structural equation modeling (SEM) were employed to test a research model.

Findings reveal that antecedents of Unified Theory of Acceptance and Use of Technology (UTAUT) (i.e. performance expectancy and facilitating conditions), external influences (i.e. perceived imitation), m-application-related factors (i.e. additive value and alternative attractiveness) and COVID-19-related factors of Protective Motivation Theory (PMT) (i.e. perceived contraction threat, fear and social distancing) are determinants of use intention. Moreover, COVID-19-related dimensions and use intention have direct and indirect positive influences on purchase intention.

Practitioners should stay agile and focus greater attention on a mechanism in which consumer adoption and purchase intention are formulated in the pandemic.

This work narrows the gap by simultaneously identifying the importance of the dimensions from UTAUT and COVID-19-related factors from PMT, especially social distancing, integrated with additive value and alternative attractiveness of m-applications in forming the behavioral intention model in a disease context.