The Effect of the Possibility of Caught With Coronavirus in Traditional Shopping Method on Consumers' Emotions and Consumption Behavior

Yıl 2021, Cilt: 35 Sayı: 4, 1377 - 1397, 17.12.2021

Şükrü Akdoğan , Peruze Cansu Akdeniz

https://doi.org/10.48070/erciyesakademi.998373

Öz

It is known that the COVID-19 epidemic, as in many areas, causes changes in the lifestyle and consumption habits of consumers. With the information that the coronavirus, which affects the whole world, can survive on different surfaces, consumers have started to take various precautions, seeing their grocery shopping as risky. The current research was conducted to examine the emotional states of consumers during physical grocery shopping under the risk of contracting coronavirus and how these emotions affect consumers' in- supermarket control movements. In this case, 423 consumers were reached through the convenience sampling method and an online survey was applied to these consumers. The obtained data were analyzed with the AMOS package program, structural equation modeling. As a result of the research, it was determined that the perception of the infection threat of the participants increased the perception of the risk of being infected during physical grocery shopping, and this perception decreased the shopping pleasure of the consumers and increased their feelings of stimulation. In addition, it was concluded that the decrease in shopping pleasure and the increase in the sense of arousal affected participants' control movements in the supermarket such as contact limitation, product preference, distance protection, personal security, store and time limitation.

Anahtar Kelimeler

Covid-19, Supermarket shopping, Shopping pleasure

Geleneksel Alışveriş Yönteminde Koronavirüse Yakalanma Olasılığının Tüketicilerin Duygularına ve Tüketim Davranışına Etkisi

Öz

COVID-19 salgınının, pek çok alanda olduğu gibi, tüketicilerin yaşam tarzında ve tüketim alışkanlıklarında da değişime neden olduğu bilinmektedir. Tüm dünyayı etkisi altına alan COVID-19’un farklı yüzeylerde canlı kalabildiği bilgisinin verilmesiyle birlikte tüketiciler market alışverişlerini riskli görerek çeşitli önlemler almaya başlamıştır. Mevcut araştırma COVID-19 hastalığına yakalanma riski altında tüketicilerin fiziki market alışverişi esnasında yaşadıkları duygu durumlarını ve bu duyguların tüketicilerin süpermarket içi kontrol hareketlerini nasıl etkilediğini incelemek üzere yapılmıştır. Bu doğrultuda kolayda örnekleme yöntemi aracılığıyla 423 tüketiciye ulaşılmış ve bu tüketicilere online anket uygulaması yapılmıştır. Elde edilen veriler AMOS paket programı, yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma sonucunda katılımcıların enfeksiyon tehdidi algısının, fiziki market alışverişi esnasında enfekte olma riski algısını artırdığı, bu algınının da tüketicilerin alışveriş zevkini azalttığı ve uyarılma duygularını artırdığı sonucuna ulaşılmıştır. Bununla birlikte alışveriş zevkindeki azalış ve uyarılma duygusunda meydana gelen artışın, katılımcıların temas sınırlama, ürün tercihi, mesafe koruma, kişisel güvenlik, mağaza ve zaman sınırlandırma gibi süpermarket içi kontrol hareketlerini etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Covid-19, Süpermarket Alışverişi, Alışveriş zevki

Kaynakça

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