The Effect of Perceived Severity, Perceived Threat and Self-Isolation Intention on Impulsive Buying in Covid 19 Period: A Serial Mediation Model Analysis

Abstract

Purpose –  The purpose of this study is to determine the effects of perceived threat, perceived severity, and self-isolation intention on impulsive buying during the COVID-19 pandemic. Additionally, it aims to determine the mediating effects of perceived severity and self-isolation intention on these relationships through the serial mediation model.

Design/Method/Approach –  Online questionnaire form was used as data collection tool, and convenience and snowball sampling were used as sampling methods. During the data collection process between January 4 and January 15, 2021, data for 403 participants were obtained. SPSS 24, AMOS 24 and PROCESS 3.1 macro were used in data analysis. The research model is based on the protection motivation theory. Descriptive statistics, confirmatory factor analysis, reliability/validity analysis and serial mediation analysis were used in analysis methods.

Findings –  In the research findings, it was determined that perceived threat (β=0.283*), perceived severity (β=0.365*) and self-isolation intention (β=0.434*) had a direct effect on impulsive buying. When the mediation effects (indirect effect) are examined it has been determined that the perceived severity has a mediating effect (β=0.246**), self-isolation intention has a mediating effect (β=0.099*) and also self-isolation intention has a mediating effect (β=0.139**) through the perceived severity together in the effect of the perceived threat on impulsive buying.

Discussion –  In line with the research findings, the most effective dimension on impulsive buying emerged as self-isolation intention. The mediating effect of perceived severity is greater in the effect of perceived threat on impulsive buying. The mediating effect of self-isolation intention is increased when it occurs with the effect of perceived severity. The results obtained are in parallel with the studies in the literature.