TÜKETİCİLERİN COVID-19’A YÖNELİK ALGILANAN SAĞLIK TEHDİDİ İLE GELİŞEN KORKU DUYGULARININ KORUNMA MOTİVASYONU VE BAŞA ÇIKMA DAVRANIŞINA ETKİSİ

Öz

Bu çalışmanın amacı, Covid-19 sürecindeki tehdit çekiciliği mesajları ile yükselen tehdit algılarının tüketicilerin korunma motivasyonları ve başa çıkma davranışlarına etkilerinin araştırılmasıdır. Bir küresel perakende mağazasından (gizlilik gereği “A” olarak adlandırılmıştır) fiziksel mağaza, mobil uygulama ve web sitesi üzerinden alışveriş yapan 545 müşteriden Temmuz 2020-Ocak 2021 arasında anket tekniği ve kolayda örnekleme yöntemi ile veri toplanmıştır. Ölçeklerin geçerliliğini ve güvenirliliğini test etmek ve doğru ölçümünü yapmak için açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. En çok satın alınan ürün grupları değerlendirildiğinde korku ve panik duygularından dolayı rasyonel (faydacı) satın alma eğilimlerinin baskın olduğu tespit edilmiştir. Korunma Motivasyonu Modelini temel alan araştırma modelinde yer alan değişkenlerin genel olarak tüketicilerin korunma motivasyonu üzerinde etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

• Coronavirüs
• Tehdit ve Korku Çekiciliği
• Korku Duygusu
• Korunma Motivasyon Teorisi
• Küresel Perakendecilik

THE EFFECT OF CONSUMERS' EMOTIONS OF FEAR DEVELOPING WITH THE PERCEIVED HEALTH THREAT TOWARDS THE COVID-19 ON PROTECTION MOTIVATION AND COPING RESPONSE

Öz

The aim of this study is to investigate that the effects of threat appeal messages and rising threat perceptions on protection motivation and coping behaviors of consumers in the Covid-19 process. The data of the research were collected by survey technique and convenience sampling method between July 2020 and January 2021 from 545 customers who shopped from a global retail store via physical store, mobile application and website. In the study, exploratory (EFA) and confirmatory factor (CFA) analysis was applied to test the validity and reliability of the scales and to make the correct measurement. In this context, when the most purchased product groups were evaluated in the study, it was determined that rational purchasing tendencies were dominant due to fear and panic feelings. It has been determined that the variables in the research model based on the Protection Motivation Model (PMT) generally have an effect on the protection motivation of consumers.

Anahtar Kelimeler

• Coronavirüs
• Threat and Fear Appeals
• Sense of Fear
• Protection Motivation Theory
• Global Retailing

Kaynakça

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