Impact of <scp>COVID</scp> ‐19 on consumers' impulse buying behavior of fitness products: A moderated mediation model

During the COVID-19 pandemic, consumers are found to be more impulsive purchase fitness products online. Accordingly, purpose of this study was investigate a moderated mediation model consumers' perception and impulse buying behavior through fear by income. A total 608 responses were collected from in United States, employed partial least squares structural equation modeling (PLS-SEM) examine hypothesized relationships research model. The results showed that had positive influence on fear, which turn led products. Moreover, income levels negatively relationship between behavior. findings contribute better understanding offer practical implications enable marketers retailers predict during pandemic.