Can social appearance anxiety promote the online impulse buying of beauty products among young females? A moderated mediation model of sense of control and perceived coronavirus stress

Based on the Consumer Compensatory Behaviour Model (CCBM), this study aimed to apply a moderated mediation model to investigate the relationship between social appearance anxiety (SAA) and the online impulse buying behaviour of beauty products as well as the mediating role of sense of control (SOC) and moderating role of perceived coronavirus stress (PCS) among young females. A total of 953 Chinese female college students ( M age = 19.18, SD = 1.11) completed self-report questionnaires regarding SAA, SOC, online impulse buying of beauty products, and PCS. The results suggested that SOC partially mediated the link between SAA and the online impulse buying behaviour related to beauty products. Young females’ perceived level of coronavirus stress moderated the first half of the mediating path and the direct association between SAA and the online impulse buying behaviour of beauty products. Although several theories have been proposed to explain online impulse buying behaviour, this study was the first to explain online impulse buying behaviour from the perspective of self-discrepancy. Given the COVID-19 environment, a novel mechanism was established between SAA and the online impulse buying behaviour related to beauty products. Additionally, this study provided empirical support for marketers and retailers to predict consumers’ behaviour in the online beauty products marketplace during the pandemic.