Novel CoronaVirus Disease (COVID-19) has begun to expand swiftly beyond all borders and turned into a global source of infection for humans in that all media corporations began to repeatedly share breaking news to release the latest data of all countries. The consequence of that has been a heightened level of anxiety among humans and opting for unorthodox consumption behaviors as consumers. In this study the attempt was to analyze human behaviors during the ongoing pandemic process from the perspective of psychology and marketing fields of science. In so doing, interrelation among anxiety, which surfaced because of Covid-19 pandemic, coping style with stress of individuals and compulsive purchase behavior has been explored. Based on these interrelations, a structural model was suggested. Findings of the research indicated that anxiety has high effect on the helpless approach dimension, which is one of the coping styles with stress; and that helpless approach alone has an effect on compulsive buying behavior. Besides, another objective of the study was to evaluate the mediating effect of intolerance of uncertainty between coping style with stress and compulsive buying behavior. That analysis evidenced that intolerance of uncertainty in such an interrelation had a partial mediating effect.

新型冠状病毒肺炎（COVID-19）开始迅速蔓延，超越国界，成为全球性的人类传染源，各大媒体开始反复分享突发新闻，发布各国最新数据。其后果是人类的焦虑程度加剧，消费者选择非正统的消费行为。在这项研究中，试图从心理学和营销科学领域的角度分析持续的大流行过程中的人类行为。在此过程中，探索了因 Covid-19 大流行而出现的焦虑、个人压力的应对方式和强迫性购买行为之间的相互关系。基于这些相互关系，提出了一个结构模型。研究结果表明，焦虑对压力应对方式之一的无助接近维度有显着影响；光是这种无助的态度就会对强迫性购买行为产生影响。此外，该研究的另一个目的是评估不确定性不容忍在压力应对方式与强迫性购买行为之间的中介作用。该分析证明，不容忍这种相互关系中的不确定性具有部分中介作用。