Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole Etme Niyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi(The Effect of Perceived Severity, Perceived Threat and Self-Isolation Intention on Impulsive Buying in Covid 19 Period: A Serial Mediation Model Analysis)

Purpose –  The purpose of this study is to determine the effects perceived threat, severity, and self-isolation intention on impulsive buying during COVID-19 pandemic. Additionally, it aims mediating severity these relationships through serial mediation model. Design/Method/Approach  Online questionnaire form was used as data collection tool, convenience snowball sampling were methods. During process between January 4 15, 2021, for 403 participants obtained. SPSS 24, AMOS 24 PROCESS 3.1 macro in analysis. The research model based protection motivation theory. Descriptive statistics, confirmatory factor analysis, reliability/validity analysis methods. Findings –  In findings, determined that threat (β=0.283*), (β=0.365*) (β=0.434*) had a direct effect buying. When (indirect effect) are examined has been (β=0.246**), (β=0.099*) also (β=0.139**) together buying. Discussion line with most effective dimension emerged intention. greater increased when occurs severity. results obtained parallel studies literature.