The impulsive online shopper: effects of COVID-19 burnout, uncertainty, self-control, and online shopping trust

Consumerism during the COVID-19 pandemic has been characterized by impulsive buying. Using the theoretical lens of uncertainty avoidance and ego-depletion to identify the mediating mechanisms and moderating factors for online impulse buying, we surveyed young consumers across two relevant periods for high consumerism—the week preceding the 2021 Chinese Spring Festival (Study 1; February 4–9, 2021, n = 1495) and the weeks during and after the festival (Study 2; February 12 to March 2, 2021, n = 923). Perception of COVID-19 variant uncertainty was both directly and indirectly (via online shopping trust) positively associated with online impulse buying. COVID-19 burnout was consistently indirectly associated with online impulse buying via self-regulation and self-appraised impulsivity but inconsistently directly associated. Self-regulation was surprisingly positively associated with online impulse buying, possibly reflecting evidence of already depleted resources from prolonged regulatory exertion among high self-regulators. Self-appraised impulsivity negatively interacted with perception of COVID-19 variant uncertainty, suggesting that as trait impulsivity increases, individuals are less incentivized by peripheral drivers of online impulse buying.