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

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

Addresses: University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam

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.

DOI: 10.1504/IJBFMI.2025.147037

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.3, pp.287 - 302

Received: 15 Dec 2023
Accepted: 24 Dec 2023
Published online: 10 Jul 2025 *

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