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

Author

Listed:
  • Thanh-Binh Phung
  • Nguyen Thi Thanh Ha
  • Ly My Van
  • Nguyen Thi Hong Nhung
  • Nguyen Phuong Anh
  • Dao Manh Ha

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.

Suggested Citation

  • Thanh-Binh Phung & Nguyen Thi Thanh Ha & Ly My Van & Nguyen Thi Hong Nhung & Nguyen Phuong Anh & Dao Manh Ha, 2025. "The study of perceived severity of COVID-19 on online impulsive buying behaviour in Vietnam: the role of internal factors," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 10(3), pages 287-302.
    • Handle: RePEc:ids:ijbfmi:v:10:y:2025:i:3:p:287-302
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