Özet:

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. Individuals who are afraid of catching the disease and have the disease have reshaped their consumption behaviors. 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. In the analysis process, after the interpretation of demographic characteristics, standard deviation values, kurtosis and skewness analyzes of the scales were made. Confirmatory factor analysis was performed in the AMOS program to examine the model. In addition, fit values and regression values were examined and hypothesis results were reached. 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. The results of the research provide useful information for companies interested in online shopping to understand consumer behavior during the epidemic and to develop strategies in this direction.

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