COVİD-19 TÜRKİYE'DE TÜKETİCİ DAVRANIŞI EĞİLİMLERİNİ NASIL DEĞİŞTİRDİ?

Yıl 2024, Cilt: 26 Sayı: 2, 915 - 945, 15.06.2024

Cansu Kaya , Sinem Gemalmaz , Yeşim Üzümcüoğlu Zihni , Merve Kartal , Suzan Ceylan-batur

https://doi.org/10.16953/deusosbil.1375618

Öz

COVİD-19, günlük yaşamın birçok yönünü etkilemiş özellikle de alışveriş yöntemlerini değiştirmiştir. Bu çalışma, tüketici davranışı eğilimlerinin nasıl etkilediğini norm duyarlılığı, risk algısı ve dijital reklamları odağına alarak incelemektedir. Bu araştırmanın amacı, COVİD-19 ile tüketici davranışı eğilimlerindeki değişiklikler arasındaki ilişkide norm duyarlılığı, risk algısı ve dijital reklamların aracı rolünü anlamaktır. Bu bağlamda nitel veriler, 19 ile 52 yaş arasındaki 41 katılımcıdan çevrimiçi olarak toplanmış ve MAXQDA programı kullanılarak analiz edilmiştir. Bu çalışmanın özgün yanı konuyu nitel olarak ele alması ve nitel bir çalışmaya göre yüksek bir örneklem büyüklüğüne sahip olmasıdır. Bulgular, COVİD-19 döneminde çevrimiçi alışverişe karşı artan duyarlılık olduğunu, geleneksel yüz yüze alışverişi virüs bulaşma riski nedeniyle genellikle riskli olarak algılandığını, dijital kanallara artan güveni, dijital reklamların satın almaya olan tartışmasız etkilerini ve alışveriş öncesi araştırma yapmanın önemini göstermektedir. Ayrıca, bulgular, alışveriş yöntemlerinin COVİD-19’un erken dönemlerinde bile geleneksel yüz yüze alışverişten çevrimiçi alışverişe kaydığını ortaya koymuştur. Bu bulgulara dayanarak, işletmelerin çevrimiçi alışveriş deneyimlerini iyileştirerek web sitesi kullanılabilirliğini ve güvenlik önlemlerini artırmasının faydalı olabileceği düşünülmektedir. Ayrıca, tüketicilerin endişelerini hafifletmek için fiziksel mağazalarda güvenlik protokolleri uygulayabilir ve sürdürebilirler. Dijital reklam stratejilerini kullanmak ve tüketici araştırmasına yatırım yapmak, işletmelerin değişen tüketici tercihlerine ve davranışlarına uyum sağlamasına yardımcı olabilir.

Anahtar Kelimeler

Alışveriş Yöntemleri, Norm Duyarlılığı, Risk Algısı, Dijital Reklamlar

HOW COVID-19 CHANGED CONSUMER BEHAVIOR TRENDS IN TÜRKİYE?

Öz

COVID-19 has altered many aspects of daily life, notably impacting shopping methods. This study examines how these changes affect consumer behavior, focusing on norm sensitivity, risk perception, and digital advertising. The purpose of this research is to understand the role of norm sensitivity, risk perception, and digital advertising as mediators in the relationship between COVID-19 and changes in consumer behavior. Qualitative data is collected from online meetings with 41 participants aged between 19 and 52 and it is analyzed by using MAXQDA. The unique aspect of this study is its qualitative approach and having a relatively large sample size compared to typical qualitative studies. The findings indicate higher sensitivity towards online shopping during COVID-19, perceiving traditional face-to-face shopping as risky mostly due to virus transmission, increased trust in digital channels, the undeniable effects of digital advertisements on purchasing, and the importance of making research before shopping. Furthermore, the findings revealed that shopping methods shifted from traditional face-to-face to online shopping during COVID-19 even in the early times of the pandemic. Based on these findings, businesses should prioritize enhancing their online shopping experiences by improving website usability and security measures. They may also implement safety protocols in physical stores to alleviate consumer concerns. Leveraging targeted digital advertising strategies and investing in consumer research can help businesses adapt to evolving consumer preferences and behaviors.

Anahtar Kelimeler

COVID-19, Shopping methods, Norm sensitivity, Risk perception, Digital advertisement

Kaynakça

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