Kriz Dönemlerinde Risk Algısının Tüketici Davranışlarına Etkisi: Deprem Örneği

Yıl 2024, , 237 - 253, 31.01.2024

Nuray Eser , Aslıhan Yavuzalp Marangoz

https://doi.org/10.29023/alanyaakademik.1325326

Öz

Bu çalışma, 6 Şubat depremi sonrası tüketicilerin risk algısının tüketici davranışlarına etkisini tespit etmek amacıyla yapılmıştır. Bu bağlamda risk algısının sigorta satın alma istekliliği ve stokçuluk davranışları arasındaki ilişki ele alınmıştır. 555 katılımcıdan kolayda örneklem yöntemiyle elde edilen veriler, çoklu regresyon analizi kullanılarak incelenmiştir. Elde edilen verilere göre, risk algısı kontrol edilebilirlik ve endişe alt boyutlarının sigorta satın alma davranışını anlamlı bir şekilde etkilediği, olasılık alt boyutunun ise istatiksel olarak anlamlı bir şekilde etkilemediği tespit edilmiştir. Diğer taraftan risk algısı endişe alt boyutunun stokçuluk davranışını anlamlı bir şekilde etkilediği kontrol edilebilirlik ve olasılık alt boyutlarının etkilemediği ortaya konmuştur. Elde edilen bulgular alanyazın çerçevesinde tartışılmış ve sonraki araştırmalar için önerilerde bulunulmuştur.

Anahtar Kelimeler

Risk Algısı, Endişe, Olasılık, Kontrol Edilebilirlik, Stokçuluk, Sigorta Satın Alma İstekliliği

The Effect of Risk Perception on Consumer Behavior in Crisis Times: Earthquake Sample

Öz

This study was conducted to determine the effect of consumers' risk perception on consumer behavior after the February 6 earthquake. In this context, the relationship between risk perception, willingness to buy insurance and stockpiling behaviors is discussed. The data obtained from the convenience sampling method of 555 participants were examined using multiple regression analysis. According to the data obtained, it was determined that the risk perception, controllability and anxiety sub-dimensions significantly affected the insurance purchasing behavior, while the probability sub-dimension did not affect the insurance purchasing behavior in a statistically significant way. On the other hand, it was revealed that the risk perception anxiety sub-dimension significantly affected the stockpiling behavior, while the controllability and probability sub-dimensions did not. The findings were discussed within the framework of the literature and suggestions were made for subsequent research.

Anahtar Kelimeler

Risk Perception, Anxiety, Probability, Controllability, Stockpiling, Willingness To Buy Insurance

Kaynakça

• Aktan, C.C., & Şen, H. (2001). Ekonomik kriz: Nedenler ve çözüm önerileri. Yeni Türkiye Dergisi, 2(42), 1.
• Armaş, I. (2006). Earthquake risk perception in Bucharest, Romania. Risk Analysis, 26(5), 1223-1234.
• Arslan, A. (2009). Kriz yönetiminde liderlik. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler E-Dergisi, 18, 179-190.
• Ballantine, P.W., Zafar, S., & Parsons, A.G. (2014). Changes in retail shopping behaviour in the aftermath of an earthquake. The International Review of Retail, Distribution and Consumer Research, 24(1), 1-13.
• Becker, A.E., Hernandez, Y.G., Frucht, H., & Lucas, A.L. (2014). Pancreatic ductal adenocarcinoma: Risk factors, screening, and early detection. World journal of gastroenterology: WJG, 20(32), 11182.
• Craney, T.A., & Surles, J.G. (2002). Model-dependent variance inflation factor cutoff values. Quality engineering, 14(3), 391-403.
• Culver, K.A., Whetten, K., Boyd, D.L., & O'Donnell, K. (2015). Yoga to reduce trauma-related distress and emotional and behavioral difficulties among children living in orphanages in Haiti: A pilot study. The Journal of Alternative and Complementary Medicine, 21(9), 539-545.
• Darrat, A.A., Darrat, M.A., & Amyx, D. (2016). How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism. Journal of Retailing and Consumer Services, 31, 103-108.
• Değirmenci, Y., & İlter, İ. (2013). Coğrafya dersi öğretim programında doğal afetler. Marmara Coğrafya Dergisi, (28), 276-303.
• Doğrul, Ü. (2012). Elektronik alışveriş davranışında faydacı ve hedonik güdülerin etkisi. Sosyal ve Beşeri Bilimler Dergisi, 4(1), 321-331.
• Dooley, D., Catalano, R., Mishra, S., & Serxner, S. (1992). Earthquake preparedness: Predictors in a Community Survey 1. Journal of Applied Social Psychology, 22(6), 451-470.
• Dowling, G.R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 21(1), 119-134.
• Dube, L.F., & Black, G.S. (2010). Impact of national traumatic events on consumer purchasing. International journal of consumer studies, 34(3), 333-338.
• Dutton, J.E. (1986). The processing of crisis and non‐crisis strategic issues. Journal of Management Studies, 23(5), 501-517. Edwards, E.A. (1993). Development of a new scale for measuring compulsive buying behavior. Financial counseling and planning, 4(1), 67-84.
• Folkman, S., & Lazarus, R.S. (1985). If it changes it must be a process: Study of emotion and coping during three stages of a college examination. Journal of personality and social psychology, 48(1), 150.
• Frank, B., & Schvaneveldt, S.J. (2016). Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources. Journal of Retailing and Consumer Services, 28, 199-208.
• Frank, B., & Schvaneveldt, S.J. (2016). Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources. Journal of Retailing and Consumer Services, 28, 199-208.
• Galea, S., Ahern, J., Resnick, H., Kilpatrick, D., Bucuvalas, M., Gold, J., & Vlahov, D. (2002). Psychological sequelae of the September 11 terrorist attacks in New York City. New England journal of medicine, 346(13), 982-987.
• Gutnik, L.A., Hakimzada, A. F., Yoskowitz, N. A., & Patel, V.L. (2006). The role of emotion in decision-making: A cognitive neuroeconomic approach towards understanding sexual risk behavior. Journal of biomedical informatics, 39(6), 720-736.
• Hama, Y. (2001). Shopping as a coping behavior for stress. Japanese Psychological Research, 43(4), 218-224. Ho, M.C., Shaw, D., Lin, S., & Chiu, Y.C. (2008). How do disaster characteristics influence risk perception? Risk Analysis: An International Journal, 28(3), 635-643.
• Jamal, T., & Budke, C. (2020). Tourism in a world with pandemics: local-global responsibility and action. Journal of tourism futures, 6(2), 181-188.
• Jin, J., Wang, W., & Wang, X. (2016). Farmers’ risk preferences and agricultural weather index insurance uptake in rural China. International Journal of Disaster Risk Science, 7, 366-373.
• Johnson, L., Becker, S.A., Estrada, V., & Freeman, A. (2014). NMC horizon report: 2014 K (pp. 1-52). The New Media Consortium.
• Karger, C. R., & Wiedemann, P.M. (1998). Kognitive und affektive Determinanten der intuitiven Bewertung von Umweltrisiken. Cognitive and Affective Determinants of the Intuitive Evaluation of Environmental Risks’]. Working paper.
• Keane, M., & Neal, T. (2021). Consumer panic in the COVID-19 pandemic. Journal of econometrics, 220(1), 86-105.
• Kennett‐Hensel, P.A., Sneath, J.Z., & Lacey, R. (2012). Liminality and consumption in the aftermath of a natural disaster. Journal of Consumer Marketing, 29(1), 52-63.
• Kisala, P.A., Victorson, D., Pace, N., Heinemann, A.W., Choi, S.W., & Tulsky, D. S. (2015). Measuring psychological trauma after spinal cord injury: Development and psychometric characteristics of the SCI-QOL Psychological Trauma item bank and short form. The journal of spinal cord medicine, 38(3), 326-334.
• Li, H., Fan, C., Jia, J., Wang, S., & Hao, L. (2009). The public perception of risks and the management of emergency measures taken during unexpected calamities. Management world, 6(8).
• Lindell, M.K. (2013). Disaster studies. Current Sociology, 61(5-6), 797-825.
• Lindell, M.K., & Perry, R.W. (2000). Household adjustment to earthquake hazard: A review of research. Environment and behavior, 32(4), 461-501.
• Lindell, M.K., & Whitney, D.J. (2000). Correlates of household seismic hazard adjustment adoption. Risk analysis, 20(1), 13-26.
• Lo, A.Y. (2014). Negative income effect on perception of long-term environmental risk. Ecological Economics, 107, 51-58.
• Ma, Z., Zhou, W., Deng, X., & Xu, D. (2023). Community disaster resilience and risk perception in earthquake-stricken areas of China. Disaster medicine and public health preparedness, 17, e74.
• Murray, K.B., Finn, A., Leszczyc, P.P., & Muro, F.D. (2008). The effect of weather on consumer spending. ACR North American Advances.
• Novelli, M., Burgess, L.G., Jones, A., & Ritchie, B.W. (2018). ‘No Ebola… still doomed’–The Ebola-induced tourism crisis. Annals of Tourism Research, 70, 76-87.
• Peng, L., Xu, D., & Wang, X. (2019). Vulnerability of rural household livelihood to climate variability and adaptive strategies in landslide-threatened western mountainous regions of the Three Gorges Reservoir Area, China. Climate and Development, 11(6), 469-484.
• Perry, R.W., & Lindell, M.K. (1990). Predicting long-term adjustment to volcano hazard. International Journal of Mass Emergencies & Disasters, 8(2), 117-136.
• Raaijmakers, R., Krywkow, J., & van der Veen, A. (2008). Flood risk perceptions and spatial multi-criteria analysis: an exploratory research for hazard mitigation. Natural hazards, 46, 307-322.
• Rook, D.W., & Gardner, M.P. (1993). In the mood: Impulse buying’s affective antecedents. Research in consumer behavior, 6(7), 1-28.
• Sher, L. (2020). The impact of the COVID-19 pandemic on suicide rates. QJM: An International Journal of Medicine, 113(10), 707-712.
• Sigirci, A. (2017). Pain management in total knee arthroplasty by intraoperative local anesthetic application and one-shot femoral block. Indian journal of orthopaedics, 51, 280-285.
• Slovic, P. (1987). Perception of risk. Science, 236(4799), 280-285.
• Slovic, P., Finucane, M.L., Peters, E., & MacGregor, D.G. (2013). Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk and rationality. In The feeling of risk (pp. 21-36). Routledge.
• Sobkow, A., Zaleskiewicz, T., Petrova, D., Garcia-Retamero, R., & Traczyk, J. (2020). Worry, risk perception, and controllability predict intentions toward COVID-19 preventive behaviors. Frontiers in psychology, 11, 582720.
• Solberg, C., Rossetto, T., & Joffe, H. (2010). The social psychology of seismic hazard adjustment: re-evaluating the international literature. Natural hazards and earth system sciences, 10(8), 1663-1677.
• Somer, E., & Ruvio, A. (2014). The going gets tough, so let's go shopping: on materialism, coping, and consumer behaviors under traumatic stress. Journal of Loss and Trauma, 19(5), 426-441.
• Spittal, M.J., McClure, J., Siegert, R. J., & Walkey, F. H. (2008). Predictors of two types of earthquake preparation: survival activities and mitigation activities. Environment and Behavior, 40(6), 798-817.
• Sun, Y., & Han, Z. (2018). Climate change risk perception in Taiwan: Correlation with individual and societal factors. International journal of environmental research and public health, 15(1), 91.
• Tabachnick, B.G., Fidell, L.S., & Ullman, J. B. (2013). Using multivariate statistics (Vol. 6, pp. 497-516). Boston, MA: pearson.
• Sevtap, Ü., & ERCİŞ, A. (2006). Tüketicilerin kişisel değerlerinin satın alma tarzları üzerindeki etkisi. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi, (1), 23-48.
• Wei, H.L., & Lindell, M.K. (2017). Washington households' expected responses to lahar threat from Mt. Rainier. International journal of disaster risk reduction, 22, 77-94.
• Weinstein, N.D., Lyon, J.E., Rothman, A.J., & Cuite, C.L. (2000). Changes in perceived vulnerability following natural disaster. Journal of Social and Clinical Psychology, 19(3), 372-395.
• Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health education & behavior, 27(5), 591-615.
• Xu, D., Liu, Y., Deng, X., Qing, C., Zhuang, L., Yong, Z., & Huang, K. (2019). Earthquake disaster risk perception process model for rural households: A pilot study from southwestern China. International journal of environmental research and public health, 16(22), 4512.
• Xu, D., Peng, L., Liu, S., Su, C., Wang, X., & Chen, T. (2017). Influences of sense of place on farming households’ relocation willingness in areas threatened by geological disasters: Evidence from China. International Journal of Disaster Risk Science, 8, 16-32.
• Xu, D., Peng, L., Su, C., Liu, S., Wang, X., & Chen, T. (2016). Influences of mass monitoring and mass prevention systems on peasant households’ disaster risk perception in the landslide-threatened Three Gorges Reservoir area, China. Habitat international, 58, 23-33.
• Yanık, A. (2014). Yeni medya kullanımındaki akış deneyiminin risk algısı ve online turistik satın alma niyetine etkisi.
• Yuen, K.F., Wang, X., Ma, F., & Li, K.X. (2020). The psychological causes of panic buying following a health crisis. International journal of environmental research and public health, 17(10), 3513.