Testing a structural model on consumers' fear of COVID-19, death anxiety, mental well-being and online shopping attitudes with a process macro Online publication date: Mon, 18-Dec-2023
by Zübeyir Çelik
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 15, No. 1, 2024
Abstract: In this current study, a structural model developed in terms of fear of COVID-19, death anxiety, mental well-being, and online shopping attitude is tested. After obtaining data from 276 people, the structural model was tested using the Process macro. According to the study result, fear of COVID-19 has a direct positive and significant effect on death anxiety and online shopping attitude. Fear of COVID-19 has an indirect effect on online shopping attitude through the mediating role of death anxiety. However, mental well-being has a negative and significant moderating role in the effect of fear of COVID-19 on online shopping attitude. Moreover, according to the results of the study, death anxiety and mental well-being have a direct positive and significant effect on online shopping attitudes. According to these results, it is possible to argue that the model has structural validity. Theoretical and practical implications and directions for future research are provided.
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