The effect of mental well-being on online impulse buying behavior: An application in COVID-19 pandemic

Recent developments which have occurred thanks to technological advances and the increase in Internet usage have been part of life, especially for businesses and individuals. Besides that, the Covid-19 pandemic, which emerged in December 2019, once again has presented the importance of technology and the Internet. The period of the pandemic has caused to change of individual's social behaviors and affected their psychology in a negative way. Individuals had to restrict their social lives with the measures taken by the states. During this time, consumers had to do shopping online, including basic needs. In this study, the effect of individual's mental well-being on the perceived benefit, perceived enjoyment and online impulsive buying behavior during Covid-19 pandemic is examined. Online survey method was used in the study with 400 participants because it was carried out during pandemic. Obtained data at this research has been analyzed through SPSS 25.0 and AMOS 23 package software. As a result of analysis, it's observed that mental well-being has no direct positive effect on online buying. In addition, mental well-being has a positive effect on perceived benefit and perceived enjoyment. The concept of perceived enjoyment has a positive effect on online impulsive buying. Moreover, perceived benefit does not have a positive effect on online impulse buying.