The moderator role of brand credibility in the effect of COVID-19 risk perception on purchase intention: A study in the airline industry

Year 2022, Volume: 36 Issue: 2, 153 - 164, 22.04.2022

Bilgehan Özkan Teoman Erdağ

Abstract

Airline industry is one of the most affected industries by the Covid-19 pandemic. In addition to the economic consequences of the global spread of the Covid-19 disease, there are very important consequences such as an increase in the level of anxiety in the society. During the pandemic, airlines focus on increasing brand credibility by promoting their serious hygiene measures. Thus, they aim to reduce passengers' concerns about getting infected by the Covid-19 virus while traveling and to increase their intention to travel. The findings of the research show that the Covid-19 risk perception has an effect on the purchase intention. Brand credibility, on the other hand, has different effects on cognitive and affective Covid-19 risk perceptions with its moderator role. It’s predicted that brand credibility will play an important role in the airline industry's struggle to catch pre-pandemic occupancy rates.

Keywords

Covid-19, Risk Perception, Brand Credibility, Purchase Intention

COVID-19 risk algısının satın alma niyeti üzerine etkisinde marka kredibilitesinin düzenleyici rolü: Havayolu sektöründe bir araştırma

Abstract

Havayolu sektörü Covid-19 pandemisinden en çok etkilenen sektörler arasında yer almaktadır. Covid-19 hastalığının küresel çapta yayılmasının ekonomik sonuçlarının yanı sıra toplumda anksiyete düzeyinin artması gibi çok önemli sonuçları bulunmaktadır. Pandemi döneminde havayolu işletmeleri yüksek hijyen tedbirleri aldıklarına yönelik bilgilendirme çalışmaları yaparak marka kredibilitesini artırmaya odaklanmaktadır. Böylece yolcunun havayolu ile seyahat ederken Covid-19 hastalığına yakalanabileceğine dair endişesinin azalmasını ve seyahat etme niyetinin artmasını hedeflemektedirler. Araştırma sonucunda elde edilen bulgular Covid-19 risk algısının satın alma niyeti üzerinde etkisinin bulunduğunu göstermektedir. Marka kredibilitesi ise düzenleyici rolüyle bilişsel ve duygusal Covid-19 risk algılarında farklı etkilerde bulunmaktadır. Havayolu sektörünün pandemi öncesi doluluk oranlarını yakalama mücadelesinde marka kredibilitesinin önemli bir rol oynayacağı görülmektedir.

Keywords

risk algısı, covid-19, Marka Kredibilitesi, Satın Alma Niyeti

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