The Impact of Crisis Perception on Consumer Purchasing Behaviors During the COVID-19 (Coronavirus) Period: A Research on Consumers in Turkey

Year 2021, Volume: 16 Issue: 3, 727 - 754, 01.12.2021

Emine Nihan Cici , Fatma Gül Bilginer Özsaatcı

https://doi.org/10.17153/oguiibf.923025

Cited By: 7

Abstract

This study aims to determine the impact of crisis perception on consumer purchasing behaviors during the Covid-19 period. To this end, a survey has been conducted with citizens who are in quarantine and hold a decision-making position in making purchases. The study’s hypotheses were tested with correlation and multiple regression. These analyzes pointed out that crisis perception among consumers during the Covid-19 and sparingness and cautiousness, which are the sub-dimensions of crisis perception had positive and significant effect on purchasing behavior; however, the study determined that concern for the future sub-dimension did not have positive and significant effect on purchasing behavior. The results of the difference tests revealed that only wage restrictions caused a significant difference in crisis perception.

Keywords

Covid-19, Consumer Purchasing Behavior, Crisis Perception, Pandemic Period

COVID-19 (Koronavirüs) Sürecindeki Kriz Algısının Tüketicilerin Satın Alma Davranışlarına Etkisi: Türkiye’deki Tüketiciler Üzerine Bir Araştırma

Abstract

Bu çalışma, Covid-19 döneminde kriz algısının tüketici satın alma davranışlarına etkisini belirlemeyi amaçlamaktadır. Bu amaçla, Türkiye’de karantinada olan ve satın alma sürecinde karar verici pozisyonundaki bireylere anket uygulanmıştır. Çalışmanın hipotezleri korelasyon ve çoklu regresyon ile test edilmiştir. Analizler sonucunda Covid-19 sürecinde tüketicilerdeki kriz algısının satın alma davranışı düzeyinde ve kriz algısı alt boyutlarından tutumluluk ve ihtiyatlılığın da satın alma davranışı düzeyinde pozitif yönlü anlamlı etkiye sahip olduğu, ancak gelecek kaygısı alt boyutunun ise satın alma davranışı düzeyinde pozitif yönlü anlamlı etkiye sahip olmadığı tespit edilmiştir. Fark testleri sonucunda yalnızca maaş kısıtlamasına maruz kalmanın kriz algısı üzerinde anlamlı bir farklılığa neden olduğu belirlenmiştir.

Keywords

Covid-19, Tüketici Satın Alma Davranışı, Kriz Algısı, Pandemi Dönemi

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