COVİD 19 KORKUSUNUN MÜŞTERİ DAVRANIŞLARI VE PSİKOLOJİSİ ÜZERİNDEKİ ETKİLERİNİ ÇEVRİMİÇİ ALIŞVERİŞ PERSPEKTİFİNDEN ANLAMAK

Abstract

Psikolojik tepki teorisi temelinde dizayn edilen çalışma, Covid-19 döneminde müşterilerin online alışveriş deneyimlerindeki artışın sebeplerini ve sonuçlarını müşteri temelli bir bakış açısıyla incelemiştir. Covid 19 korkusunun online alışverişteki artışın bir sebebi olduğu fikriyle oluşturulan modelde Covid 19’ a yakalanma korkusunun online alışverişe güven üzerindeki etkisi incelenmiştir. Ayrıca Covid 19 sürecinde online alışverişe güvenin ise online alışveriş deneyim değeri üzerindeki etkisi araştırılmıştır. Yine müşterilerin online alışveriş davranışlarındaki artış dikkate alınarak online alışveriş deneyim değerinin online alışveriş bağımlılığı üzerindeki etkileri tespit edilmeye çalışılmıştır. PLS-SEM algoritması kullanılarak 231 katılımcıya kolayda örneklem yöntemiyle anket formu uygulanmış ve toplanan verileri yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Araştırma sonucunda Covid 19 korkusunun online alışverişe güveni arttırdığı, online alışverişe güvenin ise müşterilerin değer algılarını (hedonik ve faydacı) etkilediği sonuıcuna ulaşılmıştır. Çalışmada göze çarpan bir diğer önemli sonuç ise müşterilerin online alışveriş değer algılarından hedonik değerin müşterilerin online alışveriş bağımlılığının tüm boyutlarını etkilediği ancak faydacı değer algılarının online alışveriş bağımlılığının boyutları üzerinde herhangi bir etkisinin olmadığıdır.

Keywords

• Covid 19 Korkusu
• Online Alışverişe Güven
• Deneyim Değeri
• Hedonik Değer
• Faydacı Değer
• PLS-SEM

UNDERSTANDING THE EFFECTS OF FEAR OF COVID 19 ON CUSTOMER BEHAVIOR AND PSYCHOLOGY FROM AN ONLINE SHOPPING PERSPECTIVE

Abstract

The study, which was designed on the basis of the psychological reactance theory, examined the reasons and consequences of the increase in customers’ online shopping experiences during the Covid-19 period from a customer-based perspective. In the model created with the idea that the fear of Covid 19 is a reason for the increase in online shopping, the effect of the fear of Covid 19 on online shopping trust has been examined. In addition, the effect of trust in online shopping on the value of the online shopping experience during the Covid 19 process was investigated. Furthermore, considering the increase in customers’ online shopping behaviors, the effects of online shopping experience value on online shopping addiction were tried to be determined. Using the PLS-SEM algorithm, a questionnaire form was applied to 231 participants with the convenience sampling method, and the collected data were analyzed using SEM (structural equation modeling). As a result of the research, it was concluded that the fear of Covid 19 increases the trust in online shopping, and the trust in online shopping affects customer value perceptions (hedonic and utilitarian). Another considerable result of the study is hedonic value, one of the customers’ online shopping value perceptions, affects all dimensions of customer online shopping addiction, but utilitarian value perceptions do not have any effect on the dimensions of online shopping addiction.

Keywords

• Fear of Covid 19
• Trust to online shopping
• Experience value
• Hedonic value
• Utilitarian value
• Pls-Sem

References

1. Addo, P.C., Jiaming, F., Kulbo, N.B. and Liangqiang, L. (2020), “COVID-19: fear appeal favoring purchase behavior towards personal protective equipment”, The Service Industries Journal, Vol. 40 No. 7–8, pp. 471–490.
2. Akhtar, N., Nadeem Akhtar, M., Usman, M., Ali, M. and Iqbal Siddiqi, U. (2020), “COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration”, The Service Industries Journal, Vol. 40 No. 13–14, pp. 891–913.
3. Alaimo, L.S., Fiore, M. and Galati, A. (2020), “How the COVID-19 pandemic is changing online food shopping human behaviour in Italy”, Sustainability (Switzerland), Vol. 12 No. 22, pp. 1–18.
4. Alaimo, L.S., Fiore, M. and Galati, A. (2021), “Measuring consumers’ level of satisfaction for online food shopping during COVID-19 in Italy using POSETs”, Socio-Economic Planning Sciences, Elsevier Ltd, No. April, p. 101064.
5. Alhaimer, R. (2021), “Fluctuating Attitudes and Behaviors of Customers toward Online Shopping in Times of Emergency: The Case of Kuwait during the COVID-19 Pandemic”, Journal of Internet Commerce, Routledge, Vol. 0 No. 0, pp. 1–26.
6. Argouslidis, P., Skarmeas, D., Kühn, A. and Mavrommatis, A. (2018), “Consumers’ reactions to variety reduction in grocery stores: a freedom of choice perspective”, European Journal of Marketing, Vol. 52 No. 9/10, pp. 1931–1955.
7. Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16 No. 1, pp. 74–94.
8. Beldad, A., de Jong, M. and Steehouder, M. (2010), “How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust”, Computers in Human Behavior, Vol. 26 No. 5, pp. 857–869.

9. Bianchi, C. and Andrews, L. (2012), “Risk, trust, and consumer online purchasing behaviour: a Chilean perspective”, edited by Fastoso, F.International Marketing Review, Vol. 29 No. 3, pp. 253–275.
10. Billewar, S.R., Jadhav, K., Sriram, V.P., Arun, D.A., Mohd Abdul, S., Gulati, K. and Bhasin, N.K.K. (2021), “The rise of 3D E-Commerce: the online shopping gets real with virtual reality and augmented reality during COVID-19”, World Journal of Engineering, No. August, available at:https://doi.org/10.1108/WJE-06-2021-0338.
11. Bonsón Ponte, E., Carvajal-Trujillo, E. and Escobar-Rodríguez, T. (2015), “Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents”, Tourism Management, Vol. 47, pp. 286–302.
12. Brehm, S.S. and Brehm, J. V. (1981), Psychological Reactance, Elsevier, San Diego CA, available at:https://doi.org/10.1016/C2013-0-10423-0.
13. Chai, J.C.Y., Malhotra, N.K. and Alpert, F. (2015), “A two-dimensional model of trust–value–loyalty in service relationships”, Journal of Retailing and Consumer Services, Vol. 26, pp. 23–31.
14. Chang, H.H. and Meyerhoefer, C.D. (2021), “COVID-19 and the Demand for Online Food Shopping Services: Empirical Evidence from Taiwan”, American Journal of Agricultural Economics, Vol. 103 No. 2, pp. 448–465.
15. Charzyńska, E., Sitko-Dominik, M., Wysocka, E. and Olszanecka-Marmola, A. (2021), “Exploring the Roles of Daily Spiritual Experiences, Self-Efficacy, and Gender in Shopping Addiction: A Moderated Mediation Model”, Religions, Vol. 12 No. 5, p. 355.
16. Chenarides, L., Grebitus, C., Lusk, J.L. and Printezis, I. (2021), “Food consumption behavior during the COVID-19 pandemic”, Agribusiness, Vol. 37 No. 1, pp. 44–81.
17. Chetioui, Y., Lebdaoui, H. and Chetioui, H. (2021), “Factors influencing consumer attitudes toward online shopping: the mediating effect of trust”, EuroMed Journal of Business, Vol. 16 No. 4, pp. 544–563.
18. Chinazzi, M., Davis, J.T., Ajelli, M., Gioannini, C., Litvinova, M., Merler, S., Pastore y Piontti, A., et al. (2020), “The effect of travel restrictions on the spread of the 2019 novel coronavirus (COVID-19) outbreak”, Science, Vol. 368 No. 6489, pp. 395–400.
19. Chiu, C.-M., Wang, E.T.G., Fang, Y.-H. and Huang, H.-Y. (2014), “Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk”, Information Systems Journal, Vol. 24 No. 1, pp. 85–114.
20. Dinev, T. and Hart, P. (2006), “An Extended Privacy Calculus Model for E-Commerce Transactions”, Information Systems Research, Vol. 17 No. 1, pp. 61–80.
21. Donthu, N. and Gustafsson, A. (2020), “Effects of COVID-19 on business and research”, Journal of Business Research, Vol. 117, pp. 284–289.
22. Duong, X.-L. and Liaw, S.-Y. (2021), “Determinants of online shopping addiction among Vietnamese university students”, Journal of Human Behavior in the Social Environment, pp. 1–13.
23. Edwards, K.D. (1996), “Prospect theory: A literature review”, International Review of Financial Analysis, Vol. 5 No. 1, pp. 19–38.
24. Eger, L., Komárková, L., Egerová, D. and Mičík, M. (2021), “The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective”, Journal of Retailing and Consumer Services, Vol. 61 No. February, available at:https://doi.org/10.1016/j.jretconser.2021.102542.
25. Grashuis, J., Skevas, T. and Segovia, M.S. (2020), “Grocery Shopping Preferences during the COVID-19 Pandemic”, Sustainability, Vol. 12 No. 13, p. 5369.
26. Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), “PLS-SEM: Indeed a silver bullet”, Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139–152.
27. Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013), “Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance”, Long Range Planning, Vol. 46 No. 1–2, pp. 1–12.
28. Hao, N., Wang, H.H. and Zhou, Q. (2020), “The impact of online grocery shopping on stockpile behavior in Covid-19”, China Agricultural Economic Review, Vol. 12 No. 3, pp. 459–470.
29. Ben Hassen, T., El Bilali, H. and Allahyari, M.S. (2020), “Impact of COVID-19 on Food Behavior and Consumption in Qatar”, Sustainability, Vol. 12 No. 17, p. 6973.
30. Hillen, J. (2021), “Online food prices during the COVID-19 pandemic”, Agribusiness, Vol. 37 No. 1, pp. 91–107. Jhamb, D. and Mittal, A. (2022), “How do possessiveness, nongenerosity and envy in young female consumers convert into shopping addiction?”, Journal of Consumer Behaviour, available at:https://doi.org/10.1002/cb.2027.
31. Kahneman, D. and Tversky, A. (1979), “Prospect Theory: An Analysis of Decision under Risk”, Econometrica, Vol. 47 No. 2, p. 263.
32. Kaya, B., Abubakar, A.M., Behravesh, E., Yildiz, H. and Mert, I.S. (2020), “Antecedents of innovative performance: Findings from PLS-SEM and fuzzy sets (fsQCA)”, Journal of Business Research, Elsevier, Vol. 114 No. April, pp. 278–289.
33. Khan, K.S., Mamun, M.A., Griffiths, M.D. and Ullah, I. (2020), “The Mental Health Impact of the COVID-19 Pandemic Across Different Cohorts”, International Journal of Mental Health and Addiction, available at:https://doi.org/10.1007/s11469-020-00367-0.
34. Kim, J., Jin, B. and Swinney, J.L. (2009), “The role of etail quality, e-satisfaction and e-trust in online loyalty development process”, Journal of Retailing and Consumer Services, Vol. 16 No. 4, pp. 239–247.
35. Kim, Y. and Peterson, R.A. (2017), “A Meta-analysis of Online Trust Relationships in E-commerce”, Journal of Interactive Marketing, Vol. 38, pp. 44–54.
36. Koch, J., Frommeyer, B. and Schewe, G. (2020), “Online shopping motives during the COVID-19 pandemic—lessons from the crisis”, Sustainability (Switzerland), Vol. 12 No. 24, pp. 1–20.
37. Lao, A., Vlad, M. and Martin, A. (2021), “Exploring how digital kiosk customer experience enhances shopping value, self-mental imagery and behavioral responses”, International Journal of Retail & Distribution Management, Vol. 49 No. 7, pp. 817–845.
38. Le, H.T.K., Carrel, A.L. and Shah, H. (2021), “Impacts of online shopping on travel demand: a systematic review”, Transport Reviews, pp. 1–23.
39. Lee, M.-C. (2009), “Predicting and explaining the adoption of online trading: An empirical study in Taiwan”, Decision Support Systems, Vol. 47 No. 2, pp. 133–142.
40. Martínez-Lorca, M., Martínez-Lorca, A., Criado-Álvarez, J.J., Armesilla, M.D.C. and Latorre, J.M. (2020), “The fear of COVID-19 scale: Validation in spanish university students”, Psychiatry Research, Vol. 293, p. 113350.
41. Moon, J., Choe, Y. and Song, H. (2021), “Determinants of consumers’ online/offline shopping behaviours during the COVID-19 pandemic”, International Journal of Environmental Research and Public Health, Vol. 18 No. 4, pp. 1–17.
42. Mouratidis, K. and Papagiannakis, A. (2021), “COVID-19, internet, and mobility: The rise of telework, telehealth, e-learning, and e-shopping”, Sustainable Cities and Society, Vol. 74, p. 103182.
43. Nguyen, M.H., Gruber, J., Fuchs, J., Marler, W., Hunsaker, A. and Hargittai, E. (2020), “Changes in Digital Communication During the COVID-19 Global Pandemic: Implications for Digital Inequality and Future Research”, Social Media + Society, Vol. 6 No. 3, p. 205630512094825.
44. Niedermoser, D.W., Petitjean, S., Schweinfurth, N., Wirz, L., Ankli, V., Schilling, H., Zueger, C., et al. (2021), “Shopping addiction: A brief review.”, Practice Innovations, Vol. 6 No. 3, pp. 199–207.
45. Overby, J.W. and Lee, E.-J. (2006), “The effects of utilitarian and hedonic online shopping value on consumer preference and intentions”, Journal of Business Research, Vol. 59 No. 10–11, pp. 1160–1166.
46. Pantano, E., Pizzi, G., Scarpi, D. and Dennis, C. (2020), “Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak”, Journal of Business Research, Vol. 116, pp. 209–213.
47. Pham, V.K., Do Thi, T.H. and Ha Le, T.H. (2020), “A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam”, Cogent Business and Management, Cogent, Vol. 7 No. 1, available at:https://doi.org/10.1080/23311975.2020.1846882.
48. Richards, T.J. and Rickard, B. (2020), “COVID-19 impact on fruit and vegetable markets”, Canadian Journal of Agricultural Economics, Vol. 68 No. 2, pp. 189–194.
49. Roseman, I.J. (1991), “Appraisal determinants of discrete emotions”, Cognition & Emotion, Vol. 5 No. 3, pp. 161–200.
50. Rosenberg, B.D. and Siegel, J.T. (2018), “A 50-year review of psychological reactance theory: Do not read this article.”, Motivation Science, Vol. 4 No. 4, pp. 281–300.
51. Safara, F. (2020), “A Computational Model to Predict Consumer Behaviour During COVID-19 Pandemic”, Computational Economics, Springer US, No. 0123456789, available at:https://doi.org/10.1007/s10614-020-10069-3.
52. Sakib, N., Bhuiyan, A.K.M.I., Hossain, S., Al Mamun, F., Hosen, I., Abdullah, A.H., Sarker, M.A., et al. (2020), “Psychometric Validation of the Bangla Fear of COVID-19 Scale: Confirmatory Factor Analysis and Rasch Analysis”, International Journal of Mental Health and Addiction, available at:https://doi.org/10.1007/s11469-020-00289-x.
53. Samsa, Ç. (2021), Evaluation of Touchpoints in the Context of Customer Journey in the Healthcare Sector, Kafkas University.
54. Samsa, Ç. and Yüce, A. (2022), “Understanding customers hospital experience and value co-creation behavior”, TQM Journal, available at:https://doi.org/10.1108/TQM-09-2021-0282.
55. Savci, M., Ugur, E., Ercengiz, M. and Griffiths, M.D. (2021), “The Development of the Turkish Craving for Online Shopping Scale: A Validation Study”, International Journal of Mental Health and Addiction, available at:https://doi.org/10.1007/s11469-021-00490-6.
56. Sheth, J. (2020), “Impact of Covid-19 on consumer behavior: Will the old habits return or die?”, Journal of Business Research, Elsevier, Vol. 117, pp. 280–283.
57. Wijesooriya, N.R., Mishra, V., Brand, P.L.P. and Rubin, B.K. (2020), “COVID-19 and telehealth, education, and research adaptations”, Paediatric Respiratory Reviews, Vol. 35, pp. 38–42.
58. Wiranata, A.T. and Hananto, A. (2020), “Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?”, Indonesian Journal of Business and Entrepreneurship, available at:https://doi.org/10.17358/ijbe.6.1.74.
59. WiScicka-Fernando, M. (2021), “The use of mobile technologies in online shopping during the Covid-19 pandemic - An empirical study”, Procedia Computer Science, Elsevier B.V., Vol. 192, pp. 3413–3422.
60. Zhang, L., Yang, S., Wang, D. and Ma, E. (2022), “Perceived value of, and experience with, a World Heritage Site in China—the case of Kaiping Diaolou and villages in China”, Journal of Heritage Tourism, Vol. 17 No. 1, pp. 91–106.
61. Zhao, H., Tian, W. and Xin, T. (2017), “The Development and Validation of the Online Shopping Addiction Scale”, Frontiers in Psychology, Vol. 8, available at:https://doi.org/10.3389/fpsyg.2017.00735.