Covid-19 Pandemi Sürecinde Ölüm Kaygısının Hedonik ve Faydacı Tüketici Davranışlarına Etkisi

Year 2023, Volume: 12 Issue: 3, 1829 - 1854, 30.09.2023

Sema Mercanoğlu Erin , Hande Ayhan Gökcek

https://doi.org/10.15869/itobiad.1238650

Abstract

Araştırmanın amacı, bireylerin Covid-19 sürecinde hissettiği ölüm kaygısının hedonik tüketim ve faydacı tüketimi nasıl etkilediğini tespit etmektir.Bu araştırmanın özgün yanı, süreçsel olarak Covid-19 salgın dönemini kapsaması ve psikoloji, sosyoloji, din ve pazarlama bilimlerini içermesidir. Literatürde tüketici davranışları üzerinde etkisi olduğu çokça raporlanmış olan ölüm kaygısı, afet çalışmalarında genellikle sonradan yorumlanmış veya geriye dönük bütünü incelemiştir. Bu araştırma ise Covid-19 pandemi süreci devam ederken yapılmıştır. Literatürde faydacı ve hedonik tüketimi etkileyen birçok araştırma olmasına rağmen, literatüre katkısının ölüm kaygısının etkisine odaklanılması olduğu düşünülmektedir.
Araştırma yöntemi olarak google forms ile e-anket kullanılmıştır. Veriler için, demografik değişkenler ile “Hedonistik Tüketim Ölçeği”, “Faydacı Tüketim Ölçeği”, ve “Ölüm Kaygısı Ölçeği” olmak üzere üç ayrı ölçme aracı kullanılmıştır. Araştırmada İstanbul’da ikamet eden 18-64 yaş grubunda 403 kişiye “Kartopu Örneklem Yöntemi” ile ulaşılarak elektronik anket uygulanmış ve elde edilen veriler lisanslı olan SPSS 24 ve AMOS 27 istatistik programları ile analiz edilerek yorumlanmıştır. Araştırmada kullanılan yapısal eşitlik modellemesi sonuçlarına göre, Ölüm kaygısının 1. Boyutu (ölüm belirsizliği), hedonik tüketimin 5 Boyutunu (Hedonik Etki, Hedonik Adaptasyon, Edilgenlik Durumu, Dürtüsel Eğilim, Kimlik Yansıtma) da negatif yönde anlamlı olarak, 2. Boyutu (ölümü düşünme ve tanıklık) ise hedonik tüketimin 5 boyutunu (Hedonik Etki, Hedonik Adaptasyon, Edilgenlik Durumu, Dürtüsel Eğilim, Kimlik Yansıtma) pozitif yönde anlamlı olarak etkilemektedir. Buna karşılık, ölüm kaygısının 1.boyutu (ölüm belirsizliği) faydacı tüketimin 2 boyutunda (hedef odaklılık, konrtol odaklılık) etkisizken, 2. Boyut (ölümü düşünme ve tanıklık) faydacı tüketimin 2 boyutunu (hedef odaklılık, kontrol odaklılık) da negatif anlamlı etkilemektedir.

Keywords

Covid-19, Tüketici Davranışları, Pazarlama, Ölüm Kaygısı, Hedonik Tüketim, Faydacı Tüketim, Yapısal Eşitlik Modellemesi

The Effect of Death Anxiety on Hedonistic and Utilitarian Consumer Behaviours During the Covid-19 Pandemic

Abstract

The aim of the research is to determine how the death anxiety felt by individuals during the Covid-19 process affects hedonic consumption and utilitarian consumption.. The original aspect of this research is that it covers the period of the Covid-19 epidemic processively and includes psychology,socioalology,religion and marketing of sciences. Death anxiety, which has been widely reported to have an effect on consumer behavior in the literature, has generally been interpreted later or examined retrospectively in disaster studies. This research was carried out during the Covid-19 pandemic process. Although there are many studies in the literature affecting utilitarian and hedonic consumption, it is thought that its contribution to the literature is to focus on the effect of death anxiety.
E-survey with Google forms was used as the research method. Three different measurement tools were used for the data, namely “Hedonistic Consumption Scale”, “Utilitarian Consumption Scale”, and “Death Anxiety Scale” with demographic variables. In the research, an electronic questionnaire was applied to 403 people in the 18-64 age group residing in Istanbul using the "Snowball Sampling Method" and the data obtained were analyzed and interpreted with licensed SPSS 24 and AMOS 27 statistical programs. According to the results of the structural equation modeling used in the research, the 1st dimension of death anxiety affects (Uncertainty of Death) the 5 dimensions of hedonic consumption( hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) negatively, and the 2nd dimension affects(Thinking of and Witnessing Death) the 5 dimensions of hedonic consumption (hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) in a positive way. On the other hand, while the 1st dimension of death anxiety (Uncertainty of Death) is ineffective in 2 dimensions of utilitarian consumption(goal orientation and control orientation), the 2nd dimension( Thinking of and Witnessing Death) negatively affects 2 dimensions of utilitarian consumption (goal orientation and control orientation).

Keywords

Covid-19, Consumer Behavior, Marketing, Death Anxiety, Hedonic Consumption, Utilitarian Consumption, Structural Equation Modelling

References

• Abdel-Khalek, A. M. (2005). Death anxiety in clinical and non-clinical groups. Death Studies, 29, 251-259.
• Altulkari , S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services
• Armagan,Ülkü,İ. (2023) “Human from Mainstream economic thought to behavioral approach” Süleyman Demirel University Visionary Journal, Year: 2023, Volume: 14, No: 38, 720-738.,https://doi.org/10.21076/vizyoner.1144332
• Arndt, J., Solomon, S., Kasser, T., & Sheldon, K. M. (2004). The urge to splurge: A terror management account of materialism and consumer behavior. Journal of Consumer Psychology, 14(3), 198–212.
• Arndt, J., & Goldenberg, J. L. (2004). Death can enhance the good life: Evidence that mortality salience improves individuals’ evaluations of life on the dimensions of pace and of the dynamic between the self and others. Basic and Applied Social Psychology, 26(2-3), 133-142.
• Arnold, M. J., and Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79, 77-95.
• Atalay, A. S., & Meloy, M. G. (2011). Retail therapy: A strategic effort to improve mood. Psychology & Marketing, 28(6), 638–659.
• Burke, B. L., Martens, A., & Faucher, E. H. (2010). Two decades of terror management theory: A meta-analysis of mortality salience research. Personality and Social Psychology Review, 14(2), 155-195.
• Batra, R., & Ahtola, O.T. (1991), “Measuring the Hedonic andUtilitarian Sources of Consumer Attitudes”, Marketing Letters, Vol. 2(April), pp. 159-170.
• Bauman, Z. (2013). Postmodernism and its discontents. (İ. Türkmen, Trans.) Istanbul:Detail Publications.
• Chang, J., & Samuel, N. (2006). Why purchase online? An empirical study of Australian internet shoppers. Studies in Business and Economics,, 69-79.
• Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. https://doi.org/10.1509/ JMKG.72.3.048
• Coskun, T., & Marangoz, M. (2019). Development of Hedonic and Utilitarian Consumption Behaviors Scale: Reliability and Validity Study. Business and Economics Research Journal, 10(2), 517-540.
• Dhar, R. and Wertenbroch, K. (2000), “Consumer choice between hedonic and utilitarian goods”, Journal of Marketing Research, Vol. 37 No. 1, pp. 60-71.
• Donmez C., F. (2012) “Opinions of dialysis patients and nephrology nurses on the concept of death”. (Master's thesis) Mersin: Mersin University Institute of Health Sciences
• Emiroğlu, E. and Aktaç, Ş. (2023), Food-Related Impulsivity in the triangel of obesity, eating behaviors and diet, Black Sea Journal of Health Science , Volume 6, Issue 1, 178 - 184, doi:10.19127/bshealthscience.109893
• Erciş,A.,Kotan, G.,Türk,B. “Effects of death anksiety on consumer attitudes”, Journal of Süleyman Demirel University Institute of Social Sciences Year: 2016/1, Number:23
• Foxall, G.R. (1990), Consumer Psychology in Behavior Perspective, Routledge, New York, NY.
• Greenberg, J., Arndt, J., Simon, L., Pyszczynski, T. ve Solo¬mon, S. (2000). Proximal and distal defenses in response to reminders of one’s mortality: Evidence of a temporal sequence. Personality and Social Psychology Bulletin, 26(1), 91-99. doi: 10.1177/0146167200261009
• Greenberg, J., Pyszczynski, T. ve Solomon, S. (1986). The causes and consequences of a need for self-esteem: A ter¬ror management theory. R. F. Baumeister, (Ed.), Public self and private self içinde (189-212). New York: Spring¬er-Verlag.
• Greenberg, J., Pyszczynski, T., Solomon, S., Simon, L. ve Bre¬us, M. (1994). Role of consciousness and accessibility of death-related thoughts in mortality salience effects. Jour¬nal of Personality and Social Psychology, 67(4), 627- 637. doi: 10.1037/0022-3514.67.4.627
• Harmon-Jones, E., Simon, L., Greenberg, J., Pyszczynski, T., Solomon, S. ve McGregor, H. (1997). Terror manage¬ment theory and self-esteem: Evidence that increased self-esteem reduces mortality salience effects. Journal of Personality and Social Psychology, 72(1), 24-36.
• Hekkert, P., & van den Hoven, E. (2003). Design for the unexpected: How can we increase people’s control over uncertain events? International Journal of Human-Computer Studies, 58(4), 489-506.
• Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
• Hökelekli, H.(1991) “Death and Post-Death Psychology”, U.Ü.İ.F.D., Bursa, C.3, S.3, p. 151-165
• Hopkins, G., & Davashish, P. (1999). A factor analytic study of the sources of meaning on hedonic consumption. European Journal of Marketing, 273-290.
• Insko, C. A., Schopler, J., Hoyle, R. H., Dardis, G. J., & Graetz, K. A. (1990). Individualgroup discontinuity as a function of fear and greed. Journal of Personality and SocialPsychology, 58(1), 68–79.
• Irvin D. Yalom (2008) Staring at the Sun: Overcoming the Terror of Death, The Humanistic Psychologist, 36:3-4, 283-297, DOI: 10.1080/08873260802350006
• Jensen, J. (2012). Shopping orientation and online travel shopping: The role of travel experience. International Journal of Tourism Research, 56-70.
• Jiang, Y. and Wang, C.L. (2006), “The impact of affect on service quality and satisfaction: the moderation of service context”, Journal of Services Marketing, Vol. 20 No. 4, pp. 211-218.
• Karahan, Faika, Ş. ,Gülmez E. , Hamarta E. (2020) “The aim of this Research Was to Examine the Death Anxiety of the Pregnants in the Terms of Some Variables” International Medical Journal, 2020;2(1):5-10, DOI: 10.37990/medr.701196
• Koknel, O. (1998). Fears, Obsessions, Obsessions. Istanbul: Altın Kitaplar Publishing House.
• Kraus, S. J. (1995). Attitudes and the prediction of behavior: A meta-analysis of the empirical literature. Personality and Social Psychology Bulletin, 21(1), 58–75
• Larson, L. R., & Shin, H. (2018). Fear during natural disaster: ıts impact on perceptions of shopping convenience and shopping behavior. Services Marketing Quarterly, 39(4), 293-309
• Liu, F., Lim, E., Li, H., Tan, C., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. I57(3), 103199. information & Management Maheswaran, D., & Agrawal, N. (2004). Motivational and cultural variations in mortality salience effects: Contemplations on terror management theory and consumer behavior.Journal of Consumer Psychology, 14(3), 213–218.
• Mandel, N., & Heine, S. J. (1999). Terror management and marketing: He who dies with the most toys wins. Advances in Consumer Research, 26(1), 527-533.
• Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2011). The unbearable lightness of focusing: Considering one's death increases preference for strong brands. Journal of Consumer Psychology, 21(4), 397-405.
• Müller-Pérez, J., Acevedo-Duque, Á., Rettig, P. V., García-Salirrosas, E. E., Fernández-
• Mantilla, M. M., Izquierdo-Marín, S. S., & Álvarez-Becerra, R. (2023). Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths. Sustainability, 15(8), 6570.
• Odabaşı, Y. (2013). Consumption culture. Istanbul: Sistem Publishing
• Odabasi, Y. (2017b). Consumption culture, from the society that is content to the society that consumes. Istanbul: Aura.
• Özdemir, S., and Yaman, F. (2007). Gender differentiation of hedonic shopping research on it. Eskişehir Osmangazi University Journal of FEAS, 2(2), 81-91
• Pyszczynski, T., Greenberg, J., Solomon, S., Arndt, J. ve Schimel, J. (2004). Why do people need self-esteem? A theoretical and empirical overview. Psychology Bulletin, 130(3), 435-468. doi: 10.1037/0033-2909.130.3.435
• Pyszczynski, T., Greenberg, J., & Solomon, S. (2006). In the Wake of 9/11: The Psychology of Terror. American Psychological Association.
• Routledge, C., Arndt, J., & Goldenberg, J. L. (2004). A glimpse behind the veil: The search for meaning in death-related thoughts and images. Death Studies, 28(6), 541-560.,
• Routledge, C., Wildschut, T., Sedikides, C., Juhl, J., & Arndt, J. (2012). The power of the past: Nostalgia as a meaning-making resource. Memory, 20(5), 452-460
• Ruvio, A., & Gurău, C. (2016). Consumer coping with the fear of death: A review of the literature and implications for marketing communication. Journal of Business Research, 69(8), 3044-3053.
• Sarikaya, Y. (2013). Development of Death Anxiety Scale: Validity and Reliability Study. (Published Master's Thesis). Tokat: Gaziosmanpaşa University Institute of Educational
• Sciences, Department of Educational Sciences, Department of Guidance and Psychological Counseling.
• Sakib, N., Akter, T., Zohra, F., Bhuiyan, A. I., Mamun, M. A., & Griffiths, M. D. (2023). Fear of COVID-19 and depression: a comparative study among the general population and healthcare professionals during COVID-19 pandemic crisis in Bangladesh. International Journal of Mental Health and Addiction, 21(2), 976-992.
• Sarıkaya, Y., & Baloğlu, M. (2016). The development and psychometric properties of the Turkish death anxiety scale (TDAS). Death studies, 40(7), 419-431.
• Solomon, S., Greenberg, J., & Pyszczynski, T. (2009). The Worm at the Core: On the Role of Death in Life. Random House.
• Šramová, B. and Pavelka, J. (2017), “The perception of media messages by preschool children”, Young Consumer, Vol. 18 No. 2, pp. 121-140.
• Tauber, E. M. (1972). Why do people shop? Journal of Marketing, 36(4), 46–49.
• Turhan, E. H. (2021). Death Anxiety and Coronavirus on The Axis Of Death Sociology, HABITUS Journal of Sociology, (2), 85-101.
• Van Tilburg, W. A., & Igou, E. R. (2011). On boredom and social identity: A pragmatic meaning-regulation approach. Personality and Social Psychology Bulletin, 37(7), 956-969.
• Venkatesh, V. G., Rathi, S., & Patwa, S. (2015). Analysis on supply chain risks in Indianapparel retail chains and proposal of risk prioritization model using Interpretive structuralmodeling. Journal of Retailing and Consumer Services, 26, 153–167.
• Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003), “Measuring the hedonic and utilitarian dimensions of consumer attitude”, Journal of Marketing Research, Vol. 40 No. 3, pp. 310-320
• Yıldırım, Y. (2021), “The Effects of COVID-19 On Economic Life, Political Field, and Society: A Comprehensive Evaluation”, Sosyoekonomi, 29(50), 277-297.