Vol. 9 No. 2 (2021): Business & Management Studies: An International Journal

The moderator role of perceived susceptibility and severity in relationship perceived threat, anxiety, and impulsive buying in COVID-19 period

Mehmet Sağlam
Asst. Prof. Dr., İstanbul Commerce University
E. Başak Tavman
Res. Asst., Işık University

Published 2021-06-25


  • COVID-19, Algılanan Tehdit, Kaygı, Dürtüsel Satın Alma, Algılanan Duyarlılık, Algılanan Ciddiyet
  • COVID-19, Perceived Threat, Anxiety, Impulsive Buying, Perceived Susceptibility, Perceived Severity

How to Cite

Sağlam, M., & Tavman, E. B. (2021). The moderator role of perceived susceptibility and severity in relationship perceived threat, anxiety, and impulsive buying in COVID-19 period. Business & Management Studies: An International Journal, 9(2), 673-693. https://doi.org/10.15295/bmij.v9i2.1819


The global COVID-19 epidemic, which is on the agenda of the whole world, has caused impulsive buying behaviour by triggering fear, panic and uncertainty among billions of people. However, what is the antecedents and moderators of this behaviour is a matter of curiosity. This study has been studied that on the COVID-19 epidemic process in Turkey, the effect of perceived threat (stimuli) on anxiety (organism) and its effects on impulsive buying (response) as based on the framework of the stimulus-organism-response (SOR) paradigm and the Health Belief Model. Additionally, the moderator effects of perceived susceptibility and severity variables on these relationships were investigated. In the study, convenience and snowball sampling methods were used, and the data were collected via an online questionnaire on Google Forms. The study was carried out on 403 participants. SPSS 24 and AMOS 24 programs were used in data analysis. As a result of the study, it was concluded that the perceived threat affected anxiety and that perceived susceptibility and severity had a moderator role in this relationship, and that anxiety had an effect on impulsive buying. Furthermore, that perceived susceptibility and severity had a moderator role in this relationship.


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