The study of perceived severity of COVID-19 on online impulsive buying behaviour in Vietnam: the role of internal factors

Thanh-Binh Phung, Nguyen Thi Thanh Ha, Ly My Van, Nguyen Thi Hong Nhung, Nguyen Phuong Anh and Dao Manh Ha

International Journal of Business Forecasting and Marketing Intelligence, 2025, vol. 10, issue 3, 287-302

Abstract: Internal factors have been shown as important factors that affect online impulsive buying behaviour, especially when COVID-19 shifted shopping habits and caused a change in their minds. This study provides profound insight into the influence of the perceived severity of COVID-19 and enhances the internal factors affecting online impulsive buying behaviour. The perceived severity of COVID-19 during the pandemic caused a rise in monotony and sensation-seeking expressions, making online buying activities after the epidemic more appealing. The result showed that internal factors such as the perceived severity of COVID-19, stress, boredom, materialism, hedonic motivation, and sensation-seeking play a significant role in online impulsive buying behaviour. In contrast, there was no association between stress and browsing, perceived severity of COVID-19, and materialism.

Keywords: internal factors; impulsive buying; perceived severity; COVID-19; Vietnam. (search for similar items in EconPapers)
Date: 2025
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