Covid-19 Korkusunun Online Alışveriş Tutumu ve Satın Alma Niyetine Etkisinde Ölüm Kaygısının Aracılık Rolü

Year 2022, Volume: 9 Issue: 2, 141 - 157, 23.09.2022

Bulut Dülek

https://doi.org/10.48064/equinox.1130313

Abstract

Covid-19 pandemisi ile birlikte yaşanılan kapanma süreçleri, izolasyon, sosyal mesafe ve artan vaka sayıları ile ölüm oranları bireylerin ölüm kaygısını daha fazla hissetmelerine neden olmuştur. Ölüm kaygısı, bireylerin yaşamlarının sona ereceğine yönelik olarak yaşamış oldukları korku hissini ifade etmektedir. Bu çalışma da Covid-19 korkusunun online alışveriş tutumu ve satın alma niyetine etkisinde ölüm kaygısının aracılık rolü test edilmeye çalışılmıştır. Bu amaçla online alışveriş deneyimine sahip 305 katılımcı ile çevrimiçi anket uygulaması gerçekleştirilmiştir. Liste tabanlı örnekleme yöntemi kullanılarak katılımcılara ulaşılmıştır. Elde edilen verileri analiz etmek için birçok farklı istatistiksel analiz kullanılmıştır. Ölçeklerin yapı geçerliğini belirlemek için faktör analizi yapılırken, ölçeklerin güvenirliğini belirlemek için güvenirlik analizi yapılmıştır. Araştırma hipotezlerinin test edilmesinde ise basit doğrusal regresyon analizinden, aracılık rollerinin test edilmesinde ise process macro analiznden yararlanılmıştır. Analiz sonuçlarına göre Covid-19 korkusunun ölüm kaygısı üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Ölüm kaygısının da online alışveriş tutumu ve satın alma niyeti üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Covid-19 korkusunun online alışveriş tutumu ve satın alma niyeti üzerindeki etkisinde ise ölüm kaygısının aracılık rolüne sahip olduğu sonucuna varılmıştır. Sonuç olarak tüketicilerin online alışveriş tutumları ve niyetlerini etkilemede Covid-19 korkusunun etkisi ve ölüm kaygısının da aracılık rolü olduğu tespit edilmiştir. Elde edilen bu sonuçların hem alan yazındaki yeni çalışmalara hem de uygulayıcılara katkı sunacağı değerlendirilmektedir.

Keywords

Covid-19 Korkusu, Ölüm Kaygısı, Online Alışveriş

The Mediating Role of Death Anxiety in the Effect of Covid-19 Fear on Online Shopping Attitude and Purchase Intention

Abstract

Individuals have experienced increased death anxiety as a result of the Covid-19 pandemic's closure processes, isolation, social distance, and an increasing number of cases and mortality rates. The fear that one's life is coming to an end is referred to as death anxiety. In this study, it was tried to test the mediating role of death anxiety in the effect of fear of Covid-19 on online shopping attitude and purchase intention. An online survey with 305 individuals having online buying experience was undertaken for this aim. Participants were reached using the list-based sampling method. Many different statistical analyzes were used to analyze the obtained data. The scales' construct validity was determined using factor analysis, and their reliability was determined using reliability analysis. Simple linear regression analysis was used to test the research hypotheses, and process macro analysis was used to test the mediation roles. According to the results of the analysis, it was found that the fear of Covid-19 had a positive and significant effect on death anxiety. Death anxiety has been shown to have a positive and significant impact on internet shopping attitude and intention. It was concluded that death anxiety had a mediating role in the effect of fear of Covid-19 on online shopping attitude and online shopping intention. As a result, it has been determined that the fear of Covid-19 and death anxiety have a mediating role in affecting consumers' online shopping attitudes and intentions. These findings are expected to benefit both new studies in the literature and practitioners.

Keywords

Covid-19 Fear, Death Anxiety, Online Shopping

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