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The moderator role of brand credibility in the effect of COVID-19 risk perception on purchase intention: A study in the airline industry

Yıl 2022, Cilt: 36 Sayı: 2, 153 - 164, 22.04.2022

Öz

Airline industry is one of the most affected industries by the Covid-19 pandemic. In addition to the economic consequences of the global spread of the Covid-19 disease, there are very important consequences such as an increase in the level of anxiety in the society. During the pandemic, airlines focus on increasing brand credibility by promoting their serious hygiene measures. Thus, they aim to reduce passengers' concerns about getting infected by the Covid-19 virus while traveling and to increase their intention to travel. The findings of the research show that the Covid-19 risk perception has an effect on the purchase intention. Brand credibility, on the other hand, has different effects on cognitive and affective Covid-19 risk perceptions with its moderator role. It’s predicted that brand credibility will play an important role in the airline industry's struggle to catch pre-pandemic occupancy rates.

Kaynakça

  • Aaker, D. A. (1991), Managing Brand Equity. New York: The Free Press.
  • Acar, Y. (2020), Yeni Koronavirüs (COVID-19) Salgını Ve Turizm Faaliyetlerine Etkisi. Güncel Turizm Araştırmaları Dergisi, 4 (1) , 7-21.
  • Akgül, A. (1997), Tıbbi Araştırmalarda İstatistiksel Analiz Teknikleri. Ankara: Yüksek Öğretim Kurulu Matbaası.
  • Bae, S. Y., & Chang, P.-J. (2020), The Effect Of Coronavirus Disease-19 (COVID-19) Risk Perception On Behavioural Intention Towards ‘Untact’ Tourism in South Korea During The First Wave Of The Pandemic (March 2020). Current Issues in Tourism, 24 (5), 1-19.
  • Baek, T. H., & King, K. W. (2011), Exploring The Consequences Of Brand Credibility in Services. Journal of Services Marketing, 25(4), 260-272.
  • Baek, T. H., Kim, J., & Yu, J. H. (2010), The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology & Marketing, 27(7), 662–678.
  • Bauer, R. A. (1960), Dynamic Marketing for a Changing World. Chicago: American Marketing Association.
  • Bergstrom, R. L., & McCaul, K. D. (2004), Perceived Risk and Worry: The Effects of 9/11 on Willingness to Fly. Journal of Applied Social Psychology, 34(9), 1846-1856.
  • Boksberger, P. E., Bieger, T., & Laesser, C. (2007), Multidimensional Analysis Of Perceived Risk in Commercial Air Travel. Journal of Air Transport Management, 13(2), 90-96.
  • Brug, J., Aro, A., Oenema, A., Zwart, O., Richardus, J. & Bishop, G. (2004), SARS Risk Perception, Knowledge, Precautions, and Information Sources, the Netherlands. Emerging infectious diseases, 10(8), 1486-1489.
  • Chen, C.-F., & Chang, Y.-Y. (2008), Airline Brand Equity, Brand Preference, And Purchase Intentions—The Moderating Effects Of Switching Costs. Journal of Air Transport Management, 14(1), 40-42.
  • Chew, E. Y., & Jahari, S. A. (2014), Destination Image As A Mediator Between Perceived Risks And Revisit İntention: A Case Of Post-Disaster Japan. Tourism Management, 40(C), 382-393.
  • Cho, M., Bonn, M A. & Kang, S. (2014), Wine Attributes, Perceived Risk And Online Wine Repurchase Intention:The Cross-Level Interaction Effects Of Website Quality, International Journal of Hospitality Management, 43(1), 108-120.
  • Chou, S.C., Boldy, D. P., & Lee, A. H. (2002), Measuring Job Satisfaction in Residential Aged Care. International Journal for Health Care, 14(1), 49-54.
  • DHMİ (2021), İstatistikler. https://www.dhmi.gov.tr/Sayfalar/Istatistikler.aspx (01.10.2021).
  • Dillard, A. J., Ferrer, R. A., Ubel, P. A., & Fagerlin, A. (2012), Risk Perception Measures' Associations With Behavior Intentions, Affect, And Cognition Following Colon Cancer Screening Messages. Health Psychology, 31(1), 106-113.
  • Dodds W.B., Monroe K.B., Grewal D (1991), Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3):307-319.
  • Erdem, T., & Swait, J. (1998), Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
  • Erdem, T., & Swait, J. (2004), Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198.
  • Flightradar24 (2020), Commercial Air Traffic Down 4.3% in February 2020. https://www.flightradar24.com/blog/commercial-air-traffic-down-4-3-in-february-2020 (27.03.2021).
  • Gençoğlu, P., Bağlıtaş, H., & Kuşkaya, S. (2017), Sosyal Pazarlama Aracı Olarak Kamu Spotlarının Birey Davranışları Üzerindeki Etkileri: Parametrik Olmayan İstatistiksel Bir Analiz. Journal of International Social Research, 10(48), 622-629.
  • Gilaninia, S., Ganjinia, H., Moridi, A., & Rahimi, M. (2012), The Differential Roles of Brand Credibility and Brand Prestige in the Customers' Purchase Intention. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(4), 1-9.
  • Gürbüz, S. ve Şahin, F. (2014). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe -Yöntem - Analiz, Seçkin Yayınevi, Ankara.
  • Hanzaee, K. H., & Taghipourian, M. J. (2012), The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied Scientific Research, 2(2), 1281-1291.
  • Hornibrook, S.A. & Fearne, A. (2003), Managing Perceived Risk As A Marketing Strategy For Beef In The UK Food Service İndustry, International Food and Agribusiness Management Review, 6(3), 70-93.
  • IATA (2021), 2020 Worst Year in History for Air Travel Demand. https://www.iata.org/en/pressroom/pr/2021-02-03-02 (27.03.2021).
  • ICAO (2020), Effects of Novel Coronavirus (COVID‐19) on Civil Aviation: Economic Impact Analysis. Montreal: International Civil Aviation Organization.
  • ICAO (2021), Economic Impacts of COVID-19 on Civil Aviation. https://www.icao.int/sustainability/Pages/Economic-Impacts-of-COVID-19.aspx (02.06.2021).
  • ITC (International Test Commission). (2017), The ITC Guidelines for Translating and Adapting Tests (Second edition).
  • Jeng, S.P. (2016), The Influences Of Airline Brand Credibility On Consumer Purchase Intentions. Journal of Air Transport Management, 55(C), 1-8.
  • Kalaycı, Ş. (2016), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
  • Kao, G. H.Y., Wang, S. W., & Farquhar, J. D. (2020), Modeling Airline Crisis Management Capability: Brand Attitude, Brand Credibility And Intention. Journal of Air Transport Management , 89(1), 101894.
  • Karaduman, B., & Kilmen, S. (2018), Sınav Stresi Ölçeğinin Türkçeye Uyarlanması ve Ölçme Değişmezliğinin İncelenmesi. Eğitimde ve Psikolojide Ölçme ve Değerlendirme Dergisi, 1(2), 101-115.
  • Kim, A. J.-Y., & Ko, E.-J. (2010), The Impact of Design Characteristics on Brand Attitude and Purchase Intention - Focus on Luxury Fashion Brands. Journal of the Korean Society of Clothing and Textiles, 34(2), 252-265.
  • Koçoğlu, C. M. (2016), Risk Algısının Yeniden Satın Alma Davranışı Üzerindeki Etkisi: Havayolu Sektöründe Bir Araştırma. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (57), 246-263.
  • Kotler, P. (1997), Marketing Management. New Jersey: Prentice-Hall.
  • Kotler, P., & Armstrong, G. (2011), Principles of Marketing. New Jersey: Prentice Hall.
  • Lamb, T. L., Winter, S. R., Rice, S., Ruskin, K. J., & Vaughn, A. (2020), Factors That Predict Passengers Willingness To Fly During And After The COVID-19 Pandemic. Journal of Air Transport Management, 101897.
  • Lau, J. T., & Xilin Yang, H. T. (2004). SARS Preventive And Risk Behaviours Of Hong Kong Air Travellers. Epidemiology & Infection, 58(12), 727-736.
  • Leventhal, H., Leventhal, E., & Contrada, R. J. (2007), Self-Regulation, Health, And Behavior: A Perceptual-Cognitive Approach. Psychology and Health, 13(4), 717-733.
  • Lim, N. (2003), Consumers' perceived risk: Sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216-228.
  • Lloyd, A. E., & Luk, S. T. (2010), The Devil Wears Prada or Zara: A Revelation into Customer Perceived Value of Luxury and Mass Fashion Brands. Bridging Fashion and Marketing, 129-141.
  • Loewenstein, G. F., Weber, E. U., Hsee, C. K., & Welch, N. (2001). Risk as Feelings. Psychological Bulletin, 127(2), 267-286.
  • Meral, Y., Yaşlıoğlu, M., & Semerciöz, F. (2016), Effects of Trust on Job Satisfaction and Mediatory Role of New Identification between Trust and Job Satisfaction in Mergers. International Journal of Managerial Studies and Research, 4(5), 54-67.
  • Meydan, C. H., & Şeşen, H. (2011), Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Money, R. B., Gilly, M. C., & Graham, J. L. (1998), Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan. Journal of Marketing, 62, 76-87.
  • Özgür, E. (2004). Faktörleştirme Sonuçlarının Karşılaştırılarak Veri Setinin İyi Tanımlanıp Tanımlanmadığının Belirlenmesi. İktisadi ve İdari Bilimler Dergisi, 18(3-4), 91-102.
  • Park, S.Y., & Lee, S. W. (2013), Effects Of A Perceived Brand Crisis On Product Evaluation And Purchase Intention: The Moderating Roles Of Brand Credibility And Brand Attachment. Journal of Global Scholars of Marketing Science, 213-226.
  • Peter, J. P., & Ryan, M. J. (1976), An Investigation of Perceived Risk at the Brand Level. Journal of Marketing Research, 13(2), 184-188.
  • Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012), Sources of Method Bias in Social Science Research and Recommendations on How to Control It. Annual Review of Psychology, 63, 539-569.
  • Razali, N. M., & Yap, B. W. (2017), Power Comparisons of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modeling and Analytics, 2(1), 21-33.
  • Rigdon, E. E. (1995), A Necessary and Sufficient Identification Rule for Structural Models Estimated in Practice. Multivariate Behavioral Research, 30(3),359-383.
  • Roselius, T. (1971), Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56-61.
  • S&P Global (2021), Industries Most and Least Impacted by COVID-19 from a Probability of Default Perspective. https://www.spglobal.com/marketintelligence/en/news-insights/blog/industries-most-and-least-impacted-by-covid19-from-a-probability-of-default-perspective (02.06.2021).
  • Sjöberg, L. (1998), Worry and Risk Perception. Risk Analysis, 18(1), 85-93.
  • Statista (2021), Year-On-Year Change Of Weekly Flight Frequency Of Global Airlines From January 6 To January 4, 2021, By Country. https://www.statista.com/statistics/1104036/novel-coronavirus-weekly-flights-change-airlines-region/ (27.03.2021).
  • Stone, R. N., & Grønhaug, K. (1993), Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39-50.
  • Tabachnick, B. G., & Fidell, L. S. (2013), Using Multivariate Statistics (6th Edition). Boston: Pearson.
  • Tarkang, M. E., Alola, U. V., Nange, R. Y., & Ozturen, A. (2020), Investigating The Factors That Trigger Airline Industry Purchase İntention. Current Psychology.
  • TDK. (2019). Türk Dil Kurumu Sözlükleri. https://sozluk.gov.tr/ (20.02.2021).
  • THY (2021), Pandemi Süreci İle İlgili Bilmeniz Gerekenler. https://www.turkishairlines.com/tr-int/duyurular/coronavirus-salgini/pandemi-surecinde-bilmeniz-gerekenler (27.03.2021).
  • Vlek, C., & Stallen, P.-J. (1980), Rational and Personal Aspects of Risk. Acta Psychologica, 45(1-3), 273-300.
  • Wang, S. W. (2014), Do Global Airline Alliances Influence The Passenger’s Purchase Decision?, Journal of Air Transport Management, 37, 53-59.
  • Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017), Consumers' Attitude Of Endorser Credibility, Brand And Intention With Respect To Celebrity Endorsement Of The Airline Sector. Journal of Air Transport Management, 60, 10-17.
  • Weisstein, E. W. (2021), "Normal Distribution." https://mathworld.wolfram.com/NormalDistribution.html (29.05.2021).
  • WHO (2020), Coronavirus Disease (COVID-19) Advice for the Public. https://www.who.int/emergencies/diseases/novel-coronavirus-2019/advice-for-public (22.05.2021).
  • WHO (2021), WHO Announces COVID-19 Outbreak A Pandemic. https://www.euro.who.int/en/health-topics/health-emergencies/coronavirus-covid-19/news/news/2020/3/who-announces-covid-19-outbreak-a-pandemic (02.06.2021).
  • WHO (2021a), Coronavirus Disease (COVID-19) Dashboard. https://covid19.who.int (02.06.2021).

COVID-19 risk algısının satın alma niyeti üzerine etkisinde marka kredibilitesinin düzenleyici rolü: Havayolu sektöründe bir araştırma

Yıl 2022, Cilt: 36 Sayı: 2, 153 - 164, 22.04.2022

Öz

Havayolu sektörü Covid-19 pandemisinden en çok etkilenen sektörler arasında yer almaktadır. Covid-19 hastalığının küresel çapta yayılmasının ekonomik sonuçlarının yanı sıra toplumda anksiyete düzeyinin artması gibi çok önemli sonuçları bulunmaktadır. Pandemi döneminde havayolu işletmeleri yüksek hijyen tedbirleri aldıklarına yönelik bilgilendirme çalışmaları yaparak marka kredibilitesini artırmaya odaklanmaktadır. Böylece yolcunun havayolu ile seyahat ederken Covid-19 hastalığına yakalanabileceğine dair endişesinin azalmasını ve seyahat etme niyetinin artmasını hedeflemektedirler. Araştırma sonucunda elde edilen bulgular Covid-19 risk algısının satın alma niyeti üzerinde etkisinin bulunduğunu göstermektedir. Marka kredibilitesi ise düzenleyici rolüyle bilişsel ve duygusal Covid-19 risk algılarında farklı etkilerde bulunmaktadır. Havayolu sektörünün pandemi öncesi doluluk oranlarını yakalama mücadelesinde marka kredibilitesinin önemli bir rol oynayacağı görülmektedir.

Kaynakça

  • Aaker, D. A. (1991), Managing Brand Equity. New York: The Free Press.
  • Acar, Y. (2020), Yeni Koronavirüs (COVID-19) Salgını Ve Turizm Faaliyetlerine Etkisi. Güncel Turizm Araştırmaları Dergisi, 4 (1) , 7-21.
  • Akgül, A. (1997), Tıbbi Araştırmalarda İstatistiksel Analiz Teknikleri. Ankara: Yüksek Öğretim Kurulu Matbaası.
  • Bae, S. Y., & Chang, P.-J. (2020), The Effect Of Coronavirus Disease-19 (COVID-19) Risk Perception On Behavioural Intention Towards ‘Untact’ Tourism in South Korea During The First Wave Of The Pandemic (March 2020). Current Issues in Tourism, 24 (5), 1-19.
  • Baek, T. H., & King, K. W. (2011), Exploring The Consequences Of Brand Credibility in Services. Journal of Services Marketing, 25(4), 260-272.
  • Baek, T. H., Kim, J., & Yu, J. H. (2010), The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology & Marketing, 27(7), 662–678.
  • Bauer, R. A. (1960), Dynamic Marketing for a Changing World. Chicago: American Marketing Association.
  • Bergstrom, R. L., & McCaul, K. D. (2004), Perceived Risk and Worry: The Effects of 9/11 on Willingness to Fly. Journal of Applied Social Psychology, 34(9), 1846-1856.
  • Boksberger, P. E., Bieger, T., & Laesser, C. (2007), Multidimensional Analysis Of Perceived Risk in Commercial Air Travel. Journal of Air Transport Management, 13(2), 90-96.
  • Brug, J., Aro, A., Oenema, A., Zwart, O., Richardus, J. & Bishop, G. (2004), SARS Risk Perception, Knowledge, Precautions, and Information Sources, the Netherlands. Emerging infectious diseases, 10(8), 1486-1489.
  • Chen, C.-F., & Chang, Y.-Y. (2008), Airline Brand Equity, Brand Preference, And Purchase Intentions—The Moderating Effects Of Switching Costs. Journal of Air Transport Management, 14(1), 40-42.
  • Chew, E. Y., & Jahari, S. A. (2014), Destination Image As A Mediator Between Perceived Risks And Revisit İntention: A Case Of Post-Disaster Japan. Tourism Management, 40(C), 382-393.
  • Cho, M., Bonn, M A. & Kang, S. (2014), Wine Attributes, Perceived Risk And Online Wine Repurchase Intention:The Cross-Level Interaction Effects Of Website Quality, International Journal of Hospitality Management, 43(1), 108-120.
  • Chou, S.C., Boldy, D. P., & Lee, A. H. (2002), Measuring Job Satisfaction in Residential Aged Care. International Journal for Health Care, 14(1), 49-54.
  • DHMİ (2021), İstatistikler. https://www.dhmi.gov.tr/Sayfalar/Istatistikler.aspx (01.10.2021).
  • Dillard, A. J., Ferrer, R. A., Ubel, P. A., & Fagerlin, A. (2012), Risk Perception Measures' Associations With Behavior Intentions, Affect, And Cognition Following Colon Cancer Screening Messages. Health Psychology, 31(1), 106-113.
  • Dodds W.B., Monroe K.B., Grewal D (1991), Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3):307-319.
  • Erdem, T., & Swait, J. (1998), Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
  • Erdem, T., & Swait, J. (2004), Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198.
  • Flightradar24 (2020), Commercial Air Traffic Down 4.3% in February 2020. https://www.flightradar24.com/blog/commercial-air-traffic-down-4-3-in-february-2020 (27.03.2021).
  • Gençoğlu, P., Bağlıtaş, H., & Kuşkaya, S. (2017), Sosyal Pazarlama Aracı Olarak Kamu Spotlarının Birey Davranışları Üzerindeki Etkileri: Parametrik Olmayan İstatistiksel Bir Analiz. Journal of International Social Research, 10(48), 622-629.
  • Gilaninia, S., Ganjinia, H., Moridi, A., & Rahimi, M. (2012), The Differential Roles of Brand Credibility and Brand Prestige in the Customers' Purchase Intention. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(4), 1-9.
  • Gürbüz, S. ve Şahin, F. (2014). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe -Yöntem - Analiz, Seçkin Yayınevi, Ankara.
  • Hanzaee, K. H., & Taghipourian, M. J. (2012), The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied Scientific Research, 2(2), 1281-1291.
  • Hornibrook, S.A. & Fearne, A. (2003), Managing Perceived Risk As A Marketing Strategy For Beef In The UK Food Service İndustry, International Food and Agribusiness Management Review, 6(3), 70-93.
  • IATA (2021), 2020 Worst Year in History for Air Travel Demand. https://www.iata.org/en/pressroom/pr/2021-02-03-02 (27.03.2021).
  • ICAO (2020), Effects of Novel Coronavirus (COVID‐19) on Civil Aviation: Economic Impact Analysis. Montreal: International Civil Aviation Organization.
  • ICAO (2021), Economic Impacts of COVID-19 on Civil Aviation. https://www.icao.int/sustainability/Pages/Economic-Impacts-of-COVID-19.aspx (02.06.2021).
  • ITC (International Test Commission). (2017), The ITC Guidelines for Translating and Adapting Tests (Second edition).
  • Jeng, S.P. (2016), The Influences Of Airline Brand Credibility On Consumer Purchase Intentions. Journal of Air Transport Management, 55(C), 1-8.
  • Kalaycı, Ş. (2016), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
  • Kao, G. H.Y., Wang, S. W., & Farquhar, J. D. (2020), Modeling Airline Crisis Management Capability: Brand Attitude, Brand Credibility And Intention. Journal of Air Transport Management , 89(1), 101894.
  • Karaduman, B., & Kilmen, S. (2018), Sınav Stresi Ölçeğinin Türkçeye Uyarlanması ve Ölçme Değişmezliğinin İncelenmesi. Eğitimde ve Psikolojide Ölçme ve Değerlendirme Dergisi, 1(2), 101-115.
  • Kim, A. J.-Y., & Ko, E.-J. (2010), The Impact of Design Characteristics on Brand Attitude and Purchase Intention - Focus on Luxury Fashion Brands. Journal of the Korean Society of Clothing and Textiles, 34(2), 252-265.
  • Koçoğlu, C. M. (2016), Risk Algısının Yeniden Satın Alma Davranışı Üzerindeki Etkisi: Havayolu Sektöründe Bir Araştırma. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (57), 246-263.
  • Kotler, P. (1997), Marketing Management. New Jersey: Prentice-Hall.
  • Kotler, P., & Armstrong, G. (2011), Principles of Marketing. New Jersey: Prentice Hall.
  • Lamb, T. L., Winter, S. R., Rice, S., Ruskin, K. J., & Vaughn, A. (2020), Factors That Predict Passengers Willingness To Fly During And After The COVID-19 Pandemic. Journal of Air Transport Management, 101897.
  • Lau, J. T., & Xilin Yang, H. T. (2004). SARS Preventive And Risk Behaviours Of Hong Kong Air Travellers. Epidemiology & Infection, 58(12), 727-736.
  • Leventhal, H., Leventhal, E., & Contrada, R. J. (2007), Self-Regulation, Health, And Behavior: A Perceptual-Cognitive Approach. Psychology and Health, 13(4), 717-733.
  • Lim, N. (2003), Consumers' perceived risk: Sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216-228.
  • Lloyd, A. E., & Luk, S. T. (2010), The Devil Wears Prada or Zara: A Revelation into Customer Perceived Value of Luxury and Mass Fashion Brands. Bridging Fashion and Marketing, 129-141.
  • Loewenstein, G. F., Weber, E. U., Hsee, C. K., & Welch, N. (2001). Risk as Feelings. Psychological Bulletin, 127(2), 267-286.
  • Meral, Y., Yaşlıoğlu, M., & Semerciöz, F. (2016), Effects of Trust on Job Satisfaction and Mediatory Role of New Identification between Trust and Job Satisfaction in Mergers. International Journal of Managerial Studies and Research, 4(5), 54-67.
  • Meydan, C. H., & Şeşen, H. (2011), Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Money, R. B., Gilly, M. C., & Graham, J. L. (1998), Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan. Journal of Marketing, 62, 76-87.
  • Özgür, E. (2004). Faktörleştirme Sonuçlarının Karşılaştırılarak Veri Setinin İyi Tanımlanıp Tanımlanmadığının Belirlenmesi. İktisadi ve İdari Bilimler Dergisi, 18(3-4), 91-102.
  • Park, S.Y., & Lee, S. W. (2013), Effects Of A Perceived Brand Crisis On Product Evaluation And Purchase Intention: The Moderating Roles Of Brand Credibility And Brand Attachment. Journal of Global Scholars of Marketing Science, 213-226.
  • Peter, J. P., & Ryan, M. J. (1976), An Investigation of Perceived Risk at the Brand Level. Journal of Marketing Research, 13(2), 184-188.
  • Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012), Sources of Method Bias in Social Science Research and Recommendations on How to Control It. Annual Review of Psychology, 63, 539-569.
  • Razali, N. M., & Yap, B. W. (2017), Power Comparisons of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modeling and Analytics, 2(1), 21-33.
  • Rigdon, E. E. (1995), A Necessary and Sufficient Identification Rule for Structural Models Estimated in Practice. Multivariate Behavioral Research, 30(3),359-383.
  • Roselius, T. (1971), Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56-61.
  • S&P Global (2021), Industries Most and Least Impacted by COVID-19 from a Probability of Default Perspective. https://www.spglobal.com/marketintelligence/en/news-insights/blog/industries-most-and-least-impacted-by-covid19-from-a-probability-of-default-perspective (02.06.2021).
  • Sjöberg, L. (1998), Worry and Risk Perception. Risk Analysis, 18(1), 85-93.
  • Statista (2021), Year-On-Year Change Of Weekly Flight Frequency Of Global Airlines From January 6 To January 4, 2021, By Country. https://www.statista.com/statistics/1104036/novel-coronavirus-weekly-flights-change-airlines-region/ (27.03.2021).
  • Stone, R. N., & Grønhaug, K. (1993), Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39-50.
  • Tabachnick, B. G., & Fidell, L. S. (2013), Using Multivariate Statistics (6th Edition). Boston: Pearson.
  • Tarkang, M. E., Alola, U. V., Nange, R. Y., & Ozturen, A. (2020), Investigating The Factors That Trigger Airline Industry Purchase İntention. Current Psychology.
  • TDK. (2019). Türk Dil Kurumu Sözlükleri. https://sozluk.gov.tr/ (20.02.2021).
  • THY (2021), Pandemi Süreci İle İlgili Bilmeniz Gerekenler. https://www.turkishairlines.com/tr-int/duyurular/coronavirus-salgini/pandemi-surecinde-bilmeniz-gerekenler (27.03.2021).
  • Vlek, C., & Stallen, P.-J. (1980), Rational and Personal Aspects of Risk. Acta Psychologica, 45(1-3), 273-300.
  • Wang, S. W. (2014), Do Global Airline Alliances Influence The Passenger’s Purchase Decision?, Journal of Air Transport Management, 37, 53-59.
  • Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017), Consumers' Attitude Of Endorser Credibility, Brand And Intention With Respect To Celebrity Endorsement Of The Airline Sector. Journal of Air Transport Management, 60, 10-17.
  • Weisstein, E. W. (2021), "Normal Distribution." https://mathworld.wolfram.com/NormalDistribution.html (29.05.2021).
  • WHO (2020), Coronavirus Disease (COVID-19) Advice for the Public. https://www.who.int/emergencies/diseases/novel-coronavirus-2019/advice-for-public (22.05.2021).
  • WHO (2021), WHO Announces COVID-19 Outbreak A Pandemic. https://www.euro.who.int/en/health-topics/health-emergencies/coronavirus-covid-19/news/news/2020/3/who-announces-covid-19-outbreak-a-pandemic (02.06.2021).
  • WHO (2021a), Coronavirus Disease (COVID-19) Dashboard. https://covid19.who.int (02.06.2021).
Toplam 68 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Bilgehan Özkan 0000-0001-9142-9838

Teoman Erdağ 0000-0002-3829-7546

Yayımlanma Tarihi 22 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 36 Sayı: 2

Kaynak Göster

APA Özkan, B., & Erdağ, T. (2022). COVID-19 risk algısının satın alma niyeti üzerine etkisinde marka kredibilitesinin düzenleyici rolü: Havayolu sektöründe bir araştırma. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 36(2), 153-164.

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