Sağlık Arayışındaki Tüketici: Panik Satın Alımlar Sonrası Yaşanan Bilişsel Uyumsuzluk

Öz

Bu çalışmanın amacı “sağlık arayışındaki” tüketicinin, sahip olduğu aşırı bilgi yükü ve elde ettikleri bilgilerin bir sonucu olarak ortaya çıkan siberkondrinin panik satın alımları ve bu satın alımların ise sonrasında bilişsel uyumsuzluğu ortaya çıkarıp çıkarmadığını belirlemektir. Online anket yönteminin tercih edildiği araştırmanın örneklemini sağlıklarına ilişkin kaygıları doğrultusunda panik satın alımlar yaptığını ifade eden 18 yaş ve üzeri tüketiciler oluşturmuştur. 400 katılımcının yer aldığı araştırmada verilerin analizi için yapısal eşitlik modellemesi ve aracılık analizlerinden yararlanılmıştır. Bulgular, sağlık bilgisi arayışının aşırı bilgi yüklemesi üzerinde; hem bilgi hem de iletişim aşırı yüklemesi siberkondri üzerinde; siberkondri, panik satın alma ve bilişsel uyumsuzluk boyutları üzerinde etkili olduğunu göstermiştir. Panik satın alma, bilişsel uyumsuzluk boyutları üzerinde etkili, siberkondri ve bilişsel uyumsuzluk boyutları arasında aracılık etkisine sahiptir. Bireylerin sağlıklarına ilişkin kaygıları süreklilik arz etmektedir. Bu ise bir döngü şeklinde bilgi arayışını ortaya çıkaracaktır. Bu öngörüyle araştırma, tüketicilerin panik satın almalarını araştırmaktadır. Ancak, araştırma modeli panik satın alma ile son bulmamaktadır. Odak nokta, bu satın alımlar sonrasındaki tüketici tepkisidir ve bunun literatüre katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Sağlıkla İlgili Bilgi
• Aşırı Yük
• Siberkondri
• Panik Satın Alma
• Bilişsel Uyumsuzluk

Health-Seeking Consumer: Cognitive Dissonance Encountered After Panic Buying

Öz

This study aims to specify whether the “health-seeking” consumers’ information overload and cyberchondria that arise as a result of the information they acquire, cause panic buying and whether these purchases can later cause cognitive dissonance. The study sample, for which an online survey method was preferred, consisted of consumers aged 18 years and older who stated that they made panic purchases due to health concerns. Structural equation modeling and mediation analyses were applied to analyze the data in the study, which included 400 participants. The findings showed that health information seeking has an effective on information overload; both information and communication overload have an effective on cyberchondria; cyberchondria has an effective on panic buying and cognitive dissonance dimensions. Panic buying has an effective on cognitive dissonance dimensions and has a mediating effect between cyberchondria and cognitive dissonance dimensions. People's health concerns are a constant, which will in turn lead to a cycle of seeking information. With this foresight, the research investigates the consumers’ panic buying. However, proposed research model does not end with panic buying. The focus is on the response of the consumer after these purchases, and this is thought to be a contribution to the literature.

Anahtar Kelimeler

• Health-Related Information
• Overload
• Cyberchondria
• Panic Buying
• Cognitive Dissonance

Kaynakça

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