Covid-19 Pandemisi Sürecinde Tüketicilerin Satın Alma Davranışlarındaki Değişimlerin İncelenmesi

Öz

2019 yılı Aralık ayında ilk defa Çin’in Wuhan kentinde tespit edilen ve çok kısa bir zaman zarfında bütün dünyaya yayılan Covid-19 salgını, ortaya çıkardığı sonuçlar itibariyle insan yaşamının her alanını derinden etkilemiştir. Pandemi, insanların satın alma davranışlarında da değişikliklerin ortaya çıkmasına neden olmuştur. Endişe ve kıtlık korkusu ile hareket eden tüketiciler, olağan dışı şekilde normal şartlarda satın aldıkları mal miktarlarından çok daha fazla miktarlarda satın alma eylemi gerçekleştirmiş, stokların tükenmesine ve tedarik zincirinde bozulmaların ortaya çıkmasına neden olmuşlardır. Genellikle kriz dönemlerinde görülen bu tip satın alma davranışı, literatürde panik satın alma davranışı olarak nitelendirilmektedir. Bu çalışmanın amacı, kriz dönemlerinden biri olarak görülen Covid-19 salgını sürecinde tüketicilerin satın alma davranışlarında meydana gelen değişimlerin incelenmesidir. Araştırma için ihtiyaç duyulan veriler, hazırlanmış olan çevrimiçi anket formu aracılığıyla ve 318 deneğin katılım göstermesi ile elde edilmiştir. Toplanan verilerle, oluşturulmuş olan araştırma modelinin doğrulanması ve öne sürülen hipotezlerin test edilmesi maksadıyla açıklayıcı faktör analizleri ve doğrulayıcı faktör analizleri yapılmış, araştırma modelinin test edilmesi amacıyla da yapısal eşitlik modeli kullanılmıştır. Araştırmadan elde edilen bulgulara göre; algılanan kıtlığın, endişe ve panik satın alma davranışı üzerinde etkisinin bulunduğu belirlenmiştir. Ayrıca yapılan analizler sonucunda, endişe veya kaygı duygusunun ise panik satın alma davranışı üzerinde etkisinin bulunduğu görülmüştür.

Anahtar Kelimeler

• Panik Satın Alma
• Algılanan Kıtlık
• Endişe

Exploration of Changes in Consumers' Purchasing Behaviors in the Covid-19 Pandemic Process

Abstract

The Covid-19 epidemic, which was detected for the first time in Wuhan, China in December 2019 and spread all over the world in a very short time, has deeply affected all areas of human life due to its results. The pandemic has also caused changes in people's purchasing behaviors. Consumers, acting with anxiety and fear of scarcity, have unusually made purchases in quantities much higher than the amount of goods they purchase under normal conditions, causing depletion of stocks and disruptions in the supply chain. This type of buying behavior, which is generally seen in crisis periods, is described as panic buying behavior in the literature. The aim of this study is to examine the changes in the purchasing behavior of consumers during the Covid-19 epidemic, which is seen as one of the crisis periods. The data needed for the research were obtained through the online questionnaire and the participation of 318 subjects. With the collected data, explanatory factor analyzes and confirmatory factor analyzes were performed in order to verify the research model that was created and to test the hypotheses put forward, and the structural equation model was used to test the research model. According to the findings obtained from the research; It was determined that perceived scarcity had an effect on anxiety and panic buying behavior. In addition, as a result of the analyzes made, it was seen that the feeling of anxiety had an effect on the panic buying behavior.

Keywords

• Panic Buying
• Perceived Scarcity
• Anxiety

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