Birleşik Krallık'ta Covid-19 Döneminde Online Alışveriş Alışkanlıkları-Öznel Normlar, Normatif Tutumlar ve Algılanan Davranışsal Kontrol

Abstract

Birleşik Krallık güzellik endüstrisi, Covid-19 pandemisi nedeniyle önemli değişikliklerle karşı karşıya kalmış ve bu durum, tüketici satın alma davranışlarında belirgin bir kaymaya yol açarak online alışverişe doğru güçlü bir yönelime sebep olmuştur. Bu araştırma, pandeminin güzellik endüstrisindeki tüketici davranışını nasıl etkilediğini incelemekte ve pandemi sırasında ve sonrasında online satın alma kararlarını etkileyen öznel normlar, normatif tutumlar ve algılanan davranışsal kontrolün etkisine odaklanmaktadır. Açıklayıcı bir araştırma yaklaşımı benimsenmiş ve veriler, 122 tüketiciyle-çevrimiçi anketlerle toplanmıştır. Araştırmanın bulguları, bu psikolojik faktörlerin pandemi sürecinde tüketicilerin güzellik ürünleri satın alma niyetleriyle yakından ilişkili olduğunu ortaya koymaktadır.

Keywords

• Güzellik Sektörü
• COVID-19
• Online Alışveriş
• Tüketici Davranışları
• SEM

Impact of Subjective Norms, Normative Attitudes, and Perceived Behavioral Control on Online Beauty Product Purchases During COVID-19 in the UK

Abstract

The UK beauty industry has faced significant changes due to the Covid-19 pandemic, leading to a noticeable shift in consumer buying behavior, with a strong move towards online purchasing. This research examines how the pandemic has impacted consumer behavior in the beauty industry, focusing on the influence of subjective norms, normative attitudes, and perceived behavioral control on online buying decisions during and after the pandemic. An explanatory research approach was used, and data were collected through an online survey of 122 consumers. The findings reveal that these Subjective Norms and Normative Attitudes have nonsignificant impact on closely linked to perceived behavioral control and ultimately on consumers' buying intentions for beauty products during the pandemic.

Keywords

• Covid-19
• Online Shopping
• Consumer Behaviour
• SEM
• Beaty Industry

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