key: cord-0743938-tr2jwa1s
authors: Yin, Jie; Chen, Youcheng; Ji, Yingchao
title: Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities
date: 2021-04-27
journal: MDE Manage Decis Econ
DOI: 10.1002/mde.3298
sha: 3682f6530bbf5555f22caaec49d2158764820193
doc_id: 743938
cord_uid: tr2jwa1s

The coronavirus disease (COVID‐19) outbreak has raised consumer concerns about health. By employing 306 online questionnaires, we identify COVID‐19's effect on online organic agriculture product consumption and rural health tourism intention based on stimulus‐organism‐response theory and event system theory by incorporating risk information disclosure of COVID‐19 as the moderating variable and health consciousness and risk perception as the mediating variables. These findings suggest that considering the impact of COVID‐19 can help focus the production and online sales of organic agricultural products, the establishment and improvement of rural health facilities, and the marketing of rural health tourism.

A novel coronavirus disease was first reported in November 2019 (Chan et al., 2020) . Due to person-to-person transmission (Rothan & Byrareddy, 2020) , the disease rapidly spread throughout the world and has become a pandemic WHO, 2020) . Due to the highly contagious nature of COVID-19, enterprises temporarily shut down and employees responded to the government's initiative by staying at home, which had a serious impact on agriculture in the countryside. The world has been put 'on hold' by the outbreak (Ahmed & Memish, 2020) . Because of its impact on global health and the economy (Arshad Ali et al., 2020) , the issues related to COVID-19 have attracted worldwide attention.

At present, studies on COVID-19 are mainly from the medical field and have focused on its pathological origins (Benvenuto et al., 2020; Zhou et al., 2020) , genetic traits Wu et al., 2020) , evolutionary laws (Paraskevis et al., 2020) , pathogenesis (Rothan & Byrareddy, 2020; Tian et al., 2020) , spreading and diffusion Riou & Althaus, 2020; Zhao et al., 2020) , and control advice (Shao & Shan, 2020) . However, as the outbreak continues to be severe, more studies have focused on its impact on global health (Arshad Ali et al., 2020) , psychology (Brooks et al., 2020; Cao et al., 2020) , food security (Cappelli & Cini, 2020) , education (Chick et al., 2020) , global supply chains (Ivanov, 2020) , and trade and the economy (Lai et al., 2020; Lee et al., 2020) . Additionally, many studies have focused on predicting the pandemic's potential impact, such as estimations of the severity of its impact (Verity et al., 2020) and forecasting its spread (Fanelli & Piazza, 2020) . However, few studies have explored the impact of COVID-19 on agriculture and rural villages.

Due to the person-to-person transmission of COVID-19, many villages in China have closed and have blocked their entry roads to prevent its spread. This has had a negative impact on villages and agriculture by stagnating the delivery of agricultural products for sale and rural tourism. Therefore, identifying potential opportunities as a result of this crisis is an important way for rural industries to respond to this dilemma. As the COVID-19 outbreak has raised consumer concerns about health, this study attempts to reveal COVID-19's effect on online organic agricultural product consumption and rural health tourism from the consumer's perspective.

Organic agricultural products are foods grown and produced by farmers that use renewable resources and conserve soil and water (Skrodzka, 2017) without the use of irradiation, industrial solvents, or chemical additives (Aydogdu & Kaya, 2020) , and are healthier than products produced with the excessive use of chemicals (Stojanovi c et al., 2018) . In recent years, the market for organic agricultural products has expanded and is gradually being pursued by consumers (Alecu et al., 2015; Kaya & Eren, 2016) . Ranjbarshamsi et al. (2016) argue that health awareness positively affects organic agricultural product consumption. Many studies have proved that health is the main motive for the consumption of organic agricultural products (Gaetano et al., 2002; Squires et al., 2001; Stojanovi c et al., 2018) . As such, this study assesses whether the consumption of organic agricultural products can be stimulated under the condition that the COVID-19 pandemic affects health. Moreover, due to the person-to-person transmission of COVID-19, this study attempts to reveal the effect of COVID-19 on online organic agricultural product consumption.

Health tourism includes forms of tourism that are primarily focused on physical health but also improve mental and spiritual wellbeing and increase the capacity of individuals to satisfy their own needs and function better in their environment and society (Salehi-Esfahani et al., 2021) . Health tourism has attracted the attention of academia and industry due to its benefits in physical and psychological health (Dryglas & Salamaga, 2018; Ridderstaat et al., 2019) . For instance, Dryglas and Salamaga (2018) observed that the most holistic, alternative, and 'New Age' health tourism destinations are located in rural areas. As a result of the impact of people are staying at home and have few recreational activities, which influences their mental health. Thus, after considering the benefits of health tourism, this study assesses whether the outbreak of COVID-19 will affect the willingness of rural health tourism intention.

Based on the above, this study attempts to reveal the COVID-19 outbreak's potential positive impact and opportunities on agriculture using two approaches. The first explores the impact of the event strength of COVID-19 on online organic agricultural product purchase intention and rural health tourism intention. It identifies the structural relationship between event strength and consumption intention through the effect of the risk perception of the contact consumption of agricultural products and health consciousness. The second approach assesses whether there are essential variables that effectively moderate the effect of COVID-19 on consumption intention. In this study, we propose that risk information disclosure is a possible moderating variable, and investigate whether it would moderate the effect of COVID-19 on online organic agricultural product purchase intention and rural health tourism intention.

We argue that this study contributes to the literature as follows.

First, we attempt to identify the potential opportunities for and positive impact on agriculture as a result of the COVID-19 to find ways for agriculture to respond to this dilemma. To the best of our knowledge, this study is the first attempt to identify agriculture's potential opportunities by exploring the impact of COVID-19's event strength on the consumption intention of organic agricultural products and rural health tourism. Therefore, this study could be used as a valuable reference in the further investigation of potential opportunities for other industries. Moreover, we reveal that risk information disclosure plays a moderating role between the risk perception of the contact consumption of agricultural products and online organic agricultural product purchase intention, health consciousness, and rural health tourism. Specifically, if the degree of risk information disclosure is high, the positive effect of the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention will be intensified. However, too much risk information disclosure will decrease the positive effect of health consciousness on rural health tourism intention. We argue that the agricultural industry could use our findings as a management reference to seize potential development opportunities. This paper proceeds as follows. Section 2 surveys the relevant literature and proposes the research hypotheses. The data and methodologies employed in this study are presented in Section 3. Section 4 presents the empirical results and hypotheses tests. Section 5 presents the concluding remarks.

2 | LITERATURE REVIEW AND HYPOTHESES.

Event system theory emphasizes the essential attributes of events and includes how event strength (an event's novelty, disruption, and criticality), event space (where an event originates and how its effects are spread throughout an organization), and event time (when an event occurs, how long an event remains impactful, and the evolution of event strength) have a dynamic impact on organizations and individuals (Morgeson et al., 2015) . Event system theory focuses on the effects of events on objects, which means that events influence objects through their interaction with the external environment, and the degree of influence depends on event strength (Zhao & Ren, 2018) . Event strength's novelty reflects the degree to which an event is different from current and past events and thus represents a new or unexpected phenomenon (Morgeson, 2005) . Disruption concerns the degree to which the event changes organizations and individuals (Morgeson & DeRue, 2006) . Criticality reflects the degree to which an event is important or is a priority for organizations and individuals (Morgeson & DeRue, 2006; Morgeson et al., 2015) .

Event system theory and event strength have been widely employed in individual-level and organization-level research. For example, Morgeson (2005) and Morgeson and DeRue (2006) employed event analysis to investigate leadership. Zellmer-Bruhn (2003) explored the impact of emergencies on team knowledge absorption. Bacharach and Bamberger (2007) investigated the impact of emotion on firefighters involved in the 9/11 terrorist attacks. Koopmann et al. (2016) discuss the influence of events at work on employees' happiness. In sum, events have a serious impact on an individual's mood and behavior. Thus, this study employs event system theory to investigate the impact of COVID-19 on consumer behavior intention in agriculture.

COVID-19 is a novel coronavirus that differentiates itself from other viruses such as severe acute respiratory syndrome (SARS) and

Middle East respiratory syndrome (MERS). From the disruptive perspective, COVID-19 has temporarily changed the world, with people staying at home, enterprises shutting down, economies stagnating, cross-border exchanges stopping, country roads being blocked, and villages closing, and the world has been put 'on hold' (Ahmed & Memish, 2020) . Concerning the criticality, the COVID-19 pandemic has spread around the world. Dealing with the impact of COVID-19 has become the primary concern for organizations and individuals, and its prevention and defeat has become important throughout the world. Therefore, this study employs the event strength of COVID-19 as the primary variable to measure its impact on consumer behavior intention in agriculture.

This study's conceptual model is based on the stimulus-organismresponse (SOR) model proposed by Mehrabian and Russell (1974) .

The SOR model is widely employed in tourism and agriculture (Jani & Han, 2014; Kim et al., 2018; Lee & Yun, 2015; Rajaguru, 2013; Rodríguez-Torrico et al., 2019; Su & Swanson, 2017) to explain that an environmental stimulus (S) elicits a conscious and emotional reaction from a consumer (O), and this emotional reaction triggers the corresponding behavioral response (R) (Björk et al., 2010; Kani et al., 2017; Manthiou et al., 2016) .

Differentiating itself from previous studies, this study focuses on the relationships between the event strength of COVID-19 and the risk perception of the contact consumption of agricultural products, health consciousness, online organic agricultural product purchase intention, and rural health tourism intention. We argue that the stimulus (i.e., the event strength of COVID-19: the stimulus factor) refers to the environment (Manthiou et al., 2016) , and the influence on the organisms (i.e., risk perception of contact consumption of agricultural products and health consciousness: the organism factors) has a direct impact on consumer behavior in agriculture (i.e., online organic agricultural product purchase intention and rural health tourism intention). The COVID-19 pandemic has become a common global risk.

Moreover, when evaluating the environment, the event strength of COVID-19, as described by its novelty, disruption, and criticality, could be regarded as a comprehensive description of COVID-19 as an environmental stimulus. Thus, we treat the event strength of COVID-19 as the stimulus factor in this study.

Organism here refers to a consumer's inner state, both cognitively and emotionally (Manthiou et al., 2016) . As such, this study treats two variables as the organism factors: the risk perception of the contact consumption of agricultural products, and health consciousness. Due to the person-to-person transmission of COVID-19, avoiding physical contact (Betsch, 2020) and keeping social distance (Haleem et al., 2020) are effective preventive measures. Therefore, when consumers purchase agricultural products, they may feel at risk. In essence, perceived risk is a kind of consciousness of an organism's environment. Moreover, health consciousness is a kind of consciousness of an organism. Under the impact of COVID-19, consumers' risk perception of the purchasing agricultural products and health consciousness may change. Therefore, this study utilizes these two variables as the organism factors. (Jani & Han, 2014) have been employed. In this study, online organic agricultural product purchase intention and rural health tourism intention are attributed as the response factors. As a result of introducing these factors (i.e., the stimulus factor, organism factor, and response factor) and explaining why these factors are used herein, we present our conceptual framework ( Figure 1 ) to explain how we connect these factors alongside several hypotheses below.

COVID-19 has seriously impacted global production by avoiding physical contact. Due to person-to-person transmission, consumers may perceive risks when they purchase agricultural products. Bacharach and Bamberger (2007) revealed that the 9/11 terrorist attacks generated negative emotions for firefighters; similarly, when employees experience more negative work events, they experience negative moods (Koopmann et al., 2016) . Negative events generate negative emotions and consciousness, and the high infectivity rate of COVID-19 and its global outbreak has aroused concern in all human beings. This has reinforced people's focus on health. Besides, according to the SOR model, an environmental stimulus (S) elicits an emotional and conscious reaction from an organism (O). Therefore, The COVID-19 pandemic has made people focus on health, which increases their focus on consumer health goods such as organic agricultural products. Previous studies have proved that health awareness is a major motivation in the consumption of organic products (Aydogdu & Kaya, 2020; Ranjbarshamsi et al., 2016; Squires et al., 2001; Stojanovi c et al., 2018) . Therefore, we can infer that if consumers feel at risk when purchasing agricultural products, they may choose online organic agricultural product consumption for health reasons. Additionally, Xu et al. (2020) examine the positive effect of health consciousness on purchase intention and found that the more health-conscious a person is, the more likely they are to purchase organic products. Therefore, we propose the following hypotheses:

H5. Risk perception of the purchasing agricultural products positively affects online organic agricultural product purchase intention.

H6. Health consciousness positively affects online organic agricultural product purchase intention.

Health tourism is a rising global phenomenon that has attracted much academic interest (de la Hoz-Correa et al., 2018) .

For instance, Aydin and Karamehmet (2017) revealed that the growth of health care tourism is driven by various factors, and tourism demand has a positive effect on health tourism (Aydin & Karamehmet, 2017; Ridderstaat et al., 2019) . Therefore, under the impact of COVID-19, the more health-conscious people are, the more likely they are to take a health trip. Further, Dryglas and Salamaga (2018) observed that most health tourism destinations are located in rural areas. As such, we propose the following hypothesis:

H7. Health consciousness positively affects rural health tourism intention.

The sequence of the SOR model indicates that the emotional and conscious reaction of an organism might act as a mediating role. In this study, the event strength of COVID-19 was considered as the environmental stimulus (S), the risk perception of the contact consumption of agricultural products and health consciousness both represented the conscious reflection of an organism (O), and online organic agricultural product purchase intention and rural health tourism intention were treated as the behavioral response of an organism. As a result, we argue that the risk perception of the contact consumption of agricultural products and health consciousness may both play mediating roles in the event strength of COVID-19 and online organic agricultural product purchase intention. Moreover, health consciousness may play a mediating role between the event strength of COVID-19 and rural health tourism intention, as health consciousness has played a mediating role in a previous study (Espinosa & Kadic-Maglajlic, 2018) . Therefore, we propose the following hypotheses:

H8. The risk perception of contact consumption of agricultural products would mediate the relationship between COVID-19 event strength and online organic agricultural product purchase intention.

H9. Health consciousness would mediate the relationship between COVID-19 event strength and online organic agricultural product purchase intention.

H10. Health consciousness would mediate the relationship between the event strength of COVID-19 and rural health tourism intention.

Due to the high infectivity rates of COVID-19, risk information disclosure is of great significance for the pandemic's prevention and control. Risk information disclosure can provide information for behavior decisions (Razek, 2014) that are used to judge behavior intention (Ball, 2018) . In short, risk information disclosure may affect behavioral intention. The risk perception of purchasing agricultural products and health consciousness may result in online organic agricultural product purchase intention. However, when consumers receive too much risk information disclosure about COVID-19, will the effect of the risk perception on the purchase of agricultural products and health consciousness be strengthened? Moreover, will the effect of health consciousness on rural health tourism intention be affected? As a result, we propose the following hypotheses, since we document that risk information disclosure might act as a moderator:

H11. Risk information disclosure moderates the relationship between the risk perception of the contact consumption of agricultural products and online organic agricultural product purchase intention.

H12. Risk information disclosure moderates the relationship between health consciousness and online organic agricultural product purchase intention.

H13. Risk information disclosure moderates the relationship between health consciousness and rural tourism intention.

According to the hypotheses proposed herein, we present the conceptual research model in Figure 1 .

3 | DATA AND METHODOLOGY.

In order to investigate the hypotheses proposed (Table 1) in this paper, the scale used for measuring different kinds of items was derived from validated and reliable multi-item scales adopted by previous studies. For example, event strength was measured using 11 items including novelty (4 items), disruption (3 items), and criticality (4 items) proposed by Morgeson et al. (2015) . Risk perception on the contact consumption of agricultural products was measured by referring to previous research questionnaires (Kozak et al., 2007; Sönmez & Graefe, 1998; Williams & Bal až, 2013 ) that used six items. Health consciousness was measured using six items proposed by several previous studies (Chen, 2009; Gould, 1990; Nina & Louise, 2008) . Risk information disclosure was measured using six items adopted by several studies (Ball, 2018; Keery et al., 2004) . Online organic agricultural production purchase intention was measured using seven items from the questionnaire proposed by Maloney et al. (2014) . Rural health tourism intention was measured using seven items from previous studies (Pratt & Sparks, 2014; Um & Yoon, 2020) . All of the above mentioned items were measured using a five-point Likert-type scale from strongly agree to strongly disagree.

On the one hand, it was difficult to conduct a field survey due to the impacts of COVID-19. However, online survey became a feasible and popular method to collect data Yun et al., 2020) during COVID-19 epidemic. On the other hand, the research object of this study was residents, and samples are large geographically dispersed.

Online survey provides quite easy access to large geographically dispersed populations, which is the limitation of field survey (Braun et al., 2020) . In order to expand the sample size and provide a random chance for the members of the population, this study employed an users, which is similar to SurveyMonkey and is one of the largest and most professional survey platforms in China (Wang et al., 2018; Wu et al., 2018; Zhang et al., 2019) . In addition, this paper only uploaded the questionnaire without adding any restrictions on sample characteristics. In other words, any user interested in the uploaded questionnaire may fill out the questionnaire. Meanwhile, this study used the promotion function of the Wenjuanxing platform to forward the questionnaire's link to social media platforms (such as WeChat, QQ, and Facebook) to obtain more research data. Before filling in the questionnaire, the respondents will read a description of the questionnaire, they need to choose whether they want to accept the survey or not.

When the respondents click 'yes' to accept the survey, the questionnaire is officially started. 4 | EMPIRICAL RESULTS AND ANALYZES.

By employing Mplus 8.0, we executed exploratory factor analysis to eliminate items with a factor load of less than 0.5. Then, items C1

(criticality of the event strength of COVID-19), HC6 (health consciousness), RID1 and RID6 (risk information disclosure), RC5 and RC6 (risk perception of the contact consumption of agricultural products), P6 and PI7 (online organic agricultural product purchase intention), and HT5 and HT6 (rural health tourism intention) were eliminated. Afterward, we validated the measurements via confirmatory factor analysis (CFA) and found that the model fit indices met the acceptable criterion (Baumgartner & Homburg, 1996; Hu & Bentler, 1999) : χ 2 = 901.466 (df = 532, χ 2 /df = 1.69, p < 0.001); RMSEA = 0.048 < 0.08; SRMR = 0.052 < 0.08; CFI = 0.930 > 0.9; and TLI = 0.921 > 0.9.

In addition, we examined the convergent validity of the measurement model. There are two criteria for checking convergent validity: (1) The standardized factor loading of each item for the corresponding construct should be higher than 0.5, and (2) each construct's average variance extracted (AVE) value should be higher than the cutoff value of 0.5 (Fornell & Larcker, 1981) . The standardized factor loading of each item and the AVE values are shown in Tables 3 and 4 .

When measuring the AVE values and composite reliability (CR), Table 4 shows that the AVE values of all dimensions are higher than 0.5 and the CR values of the latent constructs are higher than 0.7 (Nunnally, 1994) . In addition, the AVE value is higher than the squared correlations between variables, indicating that the discriminative validity between variables is accepted. Accordingly, our sample has good construction validity and consistency.

We employed the variance inflation factor (VIF) suggested by Wheeler (2007) to examine the multicollinearity problem. The values of VIF of all variables are lower than 2 (Table 6 ) with indicating the multicollinearity problem in this study is not significant. Then we adopted a structure model to verify the hypotheses' relationships between latent variables. The fitting indexes of the structural model were acceptable (i.e., χ 2 = [901.466, df = 532, χ 2 /df = 1.69, p < 0.001]; RMSEA = 0.048 < 0.08; SRMR = 0.052 < 0.08; CFI = 0.930 > 0.9; and TLI = 0.921 > 0.9). We then used Process 3.4

to empirically examine the relationships between these variables.

According to the conceptual framework shown in Figure 1 , Table 5 shows that H1 and H2 are supported as it was revealed that the event strength of COVID-19 has a positive effect on risk the perception of the contact consumption of agricultural products (β = 0.2379, p < 0.001) and health consciousness (β = 0.1997, p < 0.001). The risk perception of the contact consumption of agricultural products 

To examine the moderated mediation, we used the PROCESS macro Model 14 (Hayes, 2013) with three steps (Table 6 ). Table 6 Concerning the effect of health consciousness between the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention, risk information disclosure acts as a negative moderator. However, the moderating effect of risk information disclosure is not significant (β = À0.0963, p > 0.05), thus H12 is not supported.

Additionally, the interaction between health consciousness and risk information disclosure negatively affects rural health tourism intention (β = À0.1882, p < 0.001), which means that health consciousness negatively moderates the positive effect of health consciousness on rural health tourism intention and thus supports H13.

To illustrate the moderating effects, we also plotted the predicted online organic agricultural product purchase intention and rural health tourism intention against a higher or lower level of risk information disclosure (Figure 2 and 3) as a moderating variable; that is, 1 standard deviation (1 SD) below the mean is the lower level and 1 SD above the mean is the higher level. Figure 2 shows that a higher level of disclosure might result in higher online organic agricultural product purchase intention. Regarding the effect of risk information disclosure, we believe that the report and dissemination of risk information could enhance online organic agricultural product purchase intention to some extent.

In addition, Figure 3 indicates that a higher level of risk information disclosure might result in a decline in rural health tourism intention. This result shows that people will perceive too much risk if faced with too much risk information, which will result in the decrease of rural health tourism intention. As a result of the negative effect of risk information disclosure, we suggest that risk information should be appropriately disclosed when discussing rural health tourism intention.

Additionally, this study examined the moderated mediation role of supervisor safety support (the effects are presented in Table 7 ). In the path ES ! HC ! HT, risk information disclosure plays a moderated mediation role since the confidence interval does not contain 0, indicating that the moderated mediation effect is significant.

However, the moderated mediation role of supervisor safety support in paths ES ! RC ! PI and ES ! HC ! PI is not significant because the confidence intervals contain 0.

In sum, our overall results of whether our proposed hypotheses (see Figure 1 ) would be supported are presented in Figure 4 .

The world has been seriously affected by the outbreak of COVID-19, and the focus on how to respond to its negative impacts has become a priority. This study attempted to explore the opportunities in agriculture under the impact of COVID-19 to cope with its negative effects. We focused on the consequences of the event strength of COVID-19 on online organic agricultural product purchase intention and rural health tourism intention. We also investigated the mediating effect of risk perception of the contact consumption of agricultural products and health consciousness, and the moderating effects of risk information disclosure, which have rarely been comprehensively addressed in the previous literature. We reveal several important conclusions, as follows. Moreover, even though the outbreak has had many impacts on the world, health consciousness has increased, which may be seen as a potential positive effect of COVID-19 to some extent.

Second, under the impact of COVID-19, we found potential opportunities in agriculture by revealing positive effects of the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention, health consciousness on online organic agricultural product purchase intention, and rural health tourism intention. Health awareness is a major motivation in the consumption of organic products (Aydogdu & Kaya, 2020; Ranjbarshamsi et al., 2016; Squires et al., 2001; Stojanovi c et al., 2018) . Therefore, people will choose online organic agricultural products when they perceive risk, and will pay attention Fourth, we confirm that risk information disclosure would moderate the effect of the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention and health consciousness on rural health tourism intention, indicating that it plays a moderating role. Previous studies have proved that risk information disclosure can provide information for behavior decisions (Razek, 2014) and is used to judge behavior intentions (Ball, 2018) . With the positive moderating effect of risk information disclosure, too much risk information about COVID-19 might increase the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention.

However, risk information disclosure acts as a negative moderator between health consciousness and rural health tourism intention.

Considering these negative moderating effects, too much risk information disclosure about COVID-19 would result in decreased positive effects of health consciousness on rural health tourism intention.

This study employed event system theory and the SOR model to reveal COVID-19's impact on and potential opportunities for agriculture, specifically on online organic agricultural product purchase intention and rural health tourism intention. The moderating effect of risk information disclosure is confirmed between the risk perception of the contact consumption of agricultural products and online organic agricultural production purchase intention, health consciousness, and rural health tourism intention. Previous studies found that an event's time and space impacts individuals or organizations (Lu et al., 2019; Morgeson et al., 2015) . However, this study only considered the event strength as part of the event system theory. Thus, future research could focus on the influence of event time and space.

In addition, due to the limitation of COVID-19, we conducted online surveys, which have some restrictions on samples. In the future study, (Brooks et al., 2020; Cao et al., 2020) , food security (Cappelli & Cini, 2020) , education (Chick et al., 2020) , global supply chains (Ivanov, 2020) , and trade and the economy (Lai et al., 2020; Lee et al., 2020) , this study focuses on the potential opportunities that could result from the impact of COVID-19 and explores the effects of its event strength on online organic agricultural product purchase intention and rural health tourism intention. This study reveals that the event strength of COVID-19 produces an indirect positive effect on online organic agricultural product purchase intention and rural health tourism intention through various mediators. To the best of our knowledge, this study is the first attempt to explore COVID-19's impact on potential opportunities within agriculture. Further research could systematically explore other potential opportunities that could benefit from the negative impact of COVID-19.

Second, under the impact of COVID-19, this study explored and defined possible development directions of the agricultural field in the future; that is, via online sales of agricultural products and rural health tourism. The event strength of COVID-19 has increased people's health consciousness, which is helpful for online sales of agricultural products and rural health tourism. Moreover, COVID-19 has made people perceive risk when being in contact with others when purchasing agricultural products, which has also increased the possibility of online agricultural product consumption. Therefore, perhaps online sales of agricultural products and rural health tourism are potential opportunities for agriculture to pursue in the post-pandemic period.

Third, since risk information disclosure can positively moderate the effect of the risk perception of the contact consumption of agricultural products on online organic agricultural product purchase intention, if more risk information is disclosed, online product purchase intention might increase. In terms of practice, we argue that explaining the risk of COVID-19 to consumers is an important and effective way to increase online organic agricultural product purchase intention. However, the disclosure of risk information can negatively moderate the effect of people's health consciousness on rural health tourism intention, which indicates that providing consumers with too much risk information decreases rural health tourism intention. Thus, consumers should be provided with a safe atmosphere in which to conduct rural health tourism, rather than informing them of risk information about COVID-19.

This study is supported by Youth Project of the National Social Science Found of China 20CGL022.

We would like to thank Editage (www.editage.cn) for English language editing.

The academic Committee of the College of Tourism in Huaqiao University which is responsible for approving the ethics involved in studies approved this study.

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Jie Yin https://orcid.org/0000-0002-2266-8672

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The epidemiology and pathogenesis of coronavirus disease (COVID-19) outbreak

Health tourism in a developed country with a dominant tourism market: the case of the United States' travellers to Canada

Beware of asymptomatic transmission: Study on 2019-nCoV prevention and control measures based on extended SEIR model

Knowledge and attitudes of medical staff in Chinese psychiatric hospitals regarding COVID-19

Organic agricultural products in Europe and USA

Influence of terrorism risk on foreign tourism decisions

Level of market development and intensity of organic food consumption: Cross-cultural study of Danish and New Zealand consumers

Consumer preferences to organic agricultural products: The case of South Serbia

The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists

Potent binding of 2019 novel coronavirus spike protein by a SARS coronavirus-specific human monoclonal antibody

Evaluating the relationship between perceived value regarding tourism gentrification experience, attitude, and responsible tourism intention

Estimates of the severity of coronavirus disease 2019: A model-based analysis. The Lancet Infectious Diseases

Development of measurement scale for functional congruity in guest houses

Diagnostic tools and a remedial method for collinearity in geographically weighted regression

Statement on the second meeting of the International Health Regulations (2005) Emergency Committee regarding the outbreak of novel coronavirus

Tourism, risk tolerance and competences: Travel organization and tourism hazards

Complete genome characterisation of a novel coronavirus associated with severe human respiratory disease in Wuhan, China

Co-creating value with customers: A study of mobile hotel bookings in China

How can online store layout design and atmosphere influence consumer shopping intention on a website?

Consumer's intention to purchase green furniture: Do health consciousness and environmental awareness matter

Attitudes towards medical artificial intelligence talent cultivation: An online survey study

Interruptive events and team knowledge acquisition

Relationship between psychosocial adaptation and health-related quality of life of patients with stoma: A descriptive, cross-sectional study

How entrepreneurs develop entrepreneurship competence through events? A serial entrepreneurs case study based on event system theory

Estimating the unreported number of novel coronavirus (2019-nCoV) cases in China in the first half of January 2020: A datadriven modelling analysis of the early outbreak

Effect of the event strength of the coronavirus disease (COVID-19) on potential online organic agricultural product consumption and rural health tourism opportunities