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

Year 2021, Volume: 35 Issue: 4, 1377 - 1397, 17.12.2021

Şükrü Akdoğan , Peruze Cansu Akdeniz

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

Abstract

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.

Keywords

Covid-19, Supermarket shopping, Shopping pleasure

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

Abstract

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.

Keywords

Covid-19, Süpermarket Alışverişi, Alışveriş zevki

References

• Aish, A. M., & Jöreskog, K. G. (1990). A panel model for political efficacy and responsiveness: An application of LISREL 7 with weighted least squares. Quality & Quantity, 24(4), 405-426.
• Akın, M. & Akın M. (2020). Gıda güvenliği ve covıd-19. Harran Üniversitesi Mühendislik Dergisi, 5(3), 268-277. https://doi.org/10.46578/humder.727194
• Akturan, U. (2007). Tüketicilerin perakendeci mağazalarda müşteri olma davranışına ilişkin kavramsal bir model önerisi. Öneri Dergisi, 7(28), 189-197. https://doi.org/10.14783/maruoneri.684363
• Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26(6), 833-844. https://doi.org/10.1016/j.tourman.2004.05.006
• Dillard, A. J., Ferrer, R. A., Ubel, P. A., & Fagerlin, A. (2012). Risk perception measures' associations with behavior intentions, affect, and cognition following colon cancer screening messages. Health Psychology, 31(1), 106. https://doi.org/10.1037/a0024787
• Doğan, V. (2018). Pazarlama araştırmacılarının yapısal eşitlik modeli analizi uygulamaları: Sorunlar ve öneriler. Yönetim Bilimleri Dergisi, 16(32), 201-230.
• Donovan, R. J., ve Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
• Duygun, A. (2021) Tüketicilerin farklı tüketim aktiviteleri bazında covıd-19 risk algılamalarının değerlendirilmesi. Türkiye Mesleki ve Sosyal Bilimler Dergisi, (5), 144-159. https://doi.org/10.46236/jovosst.888431
• Farooq, A., Laato, S., & Islam, A. N. (2020). Impact of online information on self-isolation intention during the COVID-19 pandemic: cross-sectional study. Journal of Medical Internet Research, 22(5). https://doi.org/10.2196/19128
• Faust J.M., (2020, 28 Nisan), Comparing COVID-19 deaths to flu deaths ıs like comparing apples to oranges. https://blogs.scientificamerican.com/observations/comparing-covid-19-deaths-to-flu- deaths-is-like-comparing-apples-to-oranges/
• Gamma, A. E., Slekiene, J., von Medeazza, G., Asplund, F., Cardoso, P., & Mosler, H. J. (2017). Contextual and psychosocial factors predicting Ebola prevention behaviours using the Ranas approach to behaviour change in Guinea-Bissau. BMC Public Health, 17(1), 1-12.
• Güler, Y. B. (2014). Values and hedonic consumption behavior: A field research in Kırıkkale. Asian Journal of Empirical Research, 4(3), 159-171.
• Haq, M., & Abbasi, S. (2016). Indirect impact of hedonic consumption and emotions on impulse purchase behavior: A double mediation model. Journal of Management Sciences, 3(2), 108–122. https://doi.org/10.20547/jms.2014.1603202
• Huang, C., Wang, Y., Li, X., Ren, L., Zhao, J., Hu, Y. & Cao, B. (2020). Clinical features of patients infected with 2019 novel coronavirus in Wuhan, China. The Lancet, 395(10223), 497-506. https://doi.org/10.1016/S0140-6736(20)30183-5
• Ikonen, I., Sotgiu, F., Aydinli, A., and Verlegh, P. W. (2020). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis. J. Acad. Mark. Sci. 48, 360–383. https://doi.org/10.1007/s11747-019-00663-9
• Jarus, O., (2020, 20 Mart). 20 of the worst epidemics and pandemics in history. https://www.livescience.com/worst-epidemics-and-pandemics-in-history.html
• Jin, Y., Pang, A., & Cameron, G. T. (2007). Integrated crisis mapping: Toward a publics-based, emotion-driven conceptualization in crisis communication. Sphera Publica, (7), 81-95.
• Kaynak, İ. (2020). Koronavirüs (Covid-19) algısının online alışverişe etkisi. Electronic Turkish Studies, 15(4). http://dx.doi.org/10.7827/TurkishStudies.44391
• Keskin, S. (2020). Covid-19 salgını sürecinde kısıtlamaların ve endişelerin tüketici davranışına etkileri. Ahi Evran Akademi, 1(2), 69-82.
• Kim, Y. (2020, 23 Mart). Attention to untact-related stocks such as the areas of teleconferencing, e-commerce, and unattended automation service. Economy Chosun. https://www.segye.com/newsView/20200515514076
• Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word‐of‐mouth communications. Psychology & Marketing, 24(12), 1085-1108. https://doi.org/10.1002/mar.20195
• Laguna, L., Fiszman, S., Puerta, P., Chaya, C., & Tárrega, A. (2020). The impact of COVID-19 lockdown on food priorities. Results from a preliminary study using social media and an online survey with Spanish consumers. Food Quality and Preference, 86, 1-9. https://doi.org/10.1016/j.foodqual.2020.104028
• Laroche, M., Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133–139. https://doi.org/10.1108/08876040510596803
• Lazarus, R. S. (1999). Hope: An emotion and a vital coping resource against despair. Social Research, 653-678.
• Lin, C. Y. (2020). Social reaction toward the 2019 novel coronavirus (COVID-19). Social Health and Behavior, 3(1), 1–2. https://doi.org/10.4103/SHB.SHB_11_20
• Mattila, A. S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing, 22(7), 562-567. https://doi.org/10.1108/08876040810909686
• Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
• Miri, S. M., Roozbeh, F., Omranirad, A., & Alavian, S. M. (2020). Panic of buying toilet papers: a historical memory or a horrible truth? Systematic review of gastrointestinal manifestations of COVID-19. Hepat. Mon, 20(3),1-4. https://doi.org/10.5812/hepatmon.102729
• Moon, J., Choe, Y., & Song, H. (2021). Determinants of consumers’ online/offline shopping behaviours during the COVID-19 pandemic. International Journal of Environmental Research and Public Health, 18(4), 1593. https://doi.org/10.3390/ijerph18041593
• Mou, Y., & Lin, C. A. (2014). Communicating Food Safety via the Social Media. Science Communication, 36(5), 593–616. https://doi.org/10.1177/1075547014549480
• Nabi, R. L. (1999). A cognitive-functional model for the effects of discrete negative emotions on information processing, attitude change, and recall. Communication Theory, 9, 292-320. https://doi.org/10.1111/j.1468-2885.1999.tb00172.x
• Neuninger R. M. & Ruby M.B. (2020). What does food retail research tell us about the implications of coronavirus (COVID-19) for grocery purchasing habits? Frontiers in Psychology, 11 (1448), 1-4. https://doi.org/10.3389/fpsyg.2020.01448
• Nielson. (2020, 13 Mart). From the field: Nielsen South Korea offers personal insight on shopping trends amid the Covid‐19 outbreak. https://nielseniq.com/global/en/insights/analysis/2020/from-the- field-nielsen-south-korea-offers-personal-insight-on-shopping-trends-amid-the-covid-19-outbreak/
• Özdamar, K. (2004). Tabloların oluşturulması, güvenirlik ve soru analizi. Paket Programlarla İstatistiksel Veri Analizi, 5, 201-50.
• Qiu, J., Shen, B., Zhao, M., Wang, Z., Xie, B., & Xu, Y. (2020). A nationwide survey of psychological distress among Chinese people in the COVID-19 epidemic: implications and policy recommendations. General Psychiatry, 33(2), 1-3. https://doi.org/10.1136/gpsych-2020-100213
• Rauhofer, J. (2008). Privacy is dead, get over it! Information privacy and the dream of a risk-free society. Information & Communications Technology Law, 17(3), 185-197. https://doi.org/10.1080/13600830802472990
• Russell, J. A., & Mehrabian, A. (1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11(3), 273-294.
• Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322.
• Russell, J. A., Weiss, A., & Mendelsohn, G. A. (1989). Affect grid: a single-item scale of pleasure and arousal. Journal of Personality and Social Psychology, 57(3), 493-502.
• Sadique, M. Z., Edmunds, W. J., Smith, R. D., Meerding, W. J., De Zwart, O., Brug, J., & Beutels, P. (2007). Precautionary behavior in response to perceived threat of pandemic ınfluenza. Emerging Infectious Diseases, 13, 1307-1313. https://doi.org/10.3201/eid1309.070372
• Shaw, R., Kim, Y. K., & Hua, J. (2020). Governance, technology and citizen behavior in pandemic: Lessons from COVID-19 in East Asia. Progress in Disaster Science, 6, 1-11. https://doi.org/10.1016/j.pdisas.2020.100090
• Slovic, P. (1987). Perception of risk. Science, 236(4799), 280-285. https://doi.org/10.1126/science.3563507
• Subaş, A., & Çetin, M. (2017). Enneagram kişilik ölçeğinin geliştirilmesi: Güvenirlik ve geçerlilik çalışması. Sosyal Bilimler Dergisi, (4)11, 160-181.
• Sweeney, J. C., & Wyber, F. (2002). The role of cognitions and emotions in the music‐approach‐avoidance behavior relationship. Journal of Services Marketing, 16(1), 51-69. https://doi.org/10.1108/08876040210419415
• Szymkowiak, A., Gaczek, P., Jeganathan, K., & Kulawik, P. (2021). The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers. Journal of Consumer Behaviour, 20(1), 48-60. https://doi.org/10.1002/cb.1853
• Szymkowiak, A., Kulawik, P., Jeganathan, K., & Guzik, P. (2020, Mayıs). In-store epidemic behavior: scale development and validation. https://www.researchgate.net/publication/341202551_In- store_epidemic_behavior_scale_development_and_validation
• Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics. Boston, MA: Pearson.
• Wang, C., Pan, R., Wan, X., Tan, Y., Xu, L., McIntyre, R. S., & Ho, C. (2020). A longitudinal study on the mental health of general population during the COVID-19 epidemic in China. Brain, Behavior, and Immunity, 87, 40-48. https://doi.org/10.1016/j.bbi.2020.04.028
• Wilder-Smith, A., & Freedman, D. O. (2020). Isolation, quarantine, social distancing and community containment: pivotal role for old-style public health measures in the novel coronavirus (2019-nCoV) outbreak. Journal of travel Medicine, 27(2), 1-4. https://doi.org/10.1093/jtm/taaa020
• Yang, K., Kim, J., Min, J., & Hernandez-Calderon, A. (2021). Effects of retailers’ service quality and legitimacy on behavioral intention: the role of emotions during COVID-19. The Service Industries Journal, 41(1-2), 84-106. https://doi.org/10.1080/02642069.2020.1863373
• Yüksel, A. (2007). Tourist shopping habitat: Effects on emotions, shopping value and behaviours. Tourism Management, 28(1), 58-69. https://doi.org/10.1016/j.tourman.2005.07.017