Abstract
Impulsive online shopping among young people is becoming increasingly common in the digital environment and may lead to financial and psychological problems. The aim of this study is to identify the relationship between emotional distress (depression, anxiety, stress), personality impulsivity, and impulsive online purchasing behavior among youth. The scientific and practical significance lies in understanding the psychological mechanisms of impulsive consumption to develop preventive interventions. The methodology includes a cross-sectional quantitative design using the DASS-21, Barratt Impulsiveness Scale (BIS-11), and Richmond Compulsive Buying Scale (RCBS). The sample consisted of 102 students aged 18–21 years. The results showed that emotional distress is positively correlated with personality impulsivity but has no direct statistically significant relationship with impulsive online purchases. Regression analysis revealed that personality impulsivity is the only significant predictor of impulsive purchases (β = .51, p ≤ .001), explaining 26% of the variance. Mediation analysis demonstrated that depression symptoms have a significant indirect effect on impulsive buying through personality impulsivity, indicating full mediation. The scientific value of this study is the empirical demonstration that personality impulsivity serves as the central psychological mechanism underlying impulsive online shopping, while depression influences consumer behavior indirectly through self-regulation processes. The practical significance includes recommendations for developing self-regulation training, digital literacy programs, and psychological interventions aimed at improving impulse control among young consumers.