THE ROLE OF PERCEIVED SEVERITY AND ANTICIPATED REGRET IN PREDICTING PANIC BUYING BEHAVIOR

Abstract

This study developed a structural model to explore the relationship among psychological factors such as perceived severity (Stimulus) and anticipated regret (Organism) to panic buying (response). To empirically test the proposed model, data was collected from 540 respondents from five cities in Pakistan. Structured equation modeling was employed to analyze the data through (PLS-SEM). This study finds that the perceived severity positively influences panic buying. Moreover, anticipated regret acts as a mediator between the perceived severity and the panic buying. The study follows a cross-sectional design. In future longitudinal design can help to gain more understanding of the panic buying of consumers. Further information and health belief factors can be examined in future studies. Cross-country and cultural perspectives can give more insights about consumption behavior.