Covid-19 Pandemi Sürecinde Ölüm Kaygısının Hedonik ve Faydacı Tüketici Davranışlarına Etkisi

Yıl 2023, Cilt: 12 Sayı: 3, 1829 - 1854, 30.09.2023

Sema Mercanoğlu Erin , Hande Ayhan Gökcek

https://doi.org/10.15869/itobiad.1238650

Öz

Araştırmanın amacı, bireylerin Covid-19 sürecinde hissettiği ölüm kaygısının hedonik tüketim ve faydacı tüketimi nasıl etkilediğini tespit etmektir.Bu araştırmanın özgün yanı, süreçsel olarak Covid-19 salgın dönemini kapsaması ve psikoloji, sosyoloji, din ve pazarlama bilimlerini içermesidir. Literatürde tüketici davranışları üzerinde etkisi olduğu çokça raporlanmış olan ölüm kaygısı, afet çalışmalarında genellikle sonradan yorumlanmış veya geriye dönük bütünü incelemiştir. Bu araştırma ise Covid-19 pandemi süreci devam ederken yapılmıştır. Literatürde faydacı ve hedonik tüketimi etkileyen birçok araştırma olmasına rağmen, literatüre katkısının ölüm kaygısının etkisine odaklanılması olduğu düşünülmektedir.
Araştırma yöntemi olarak google forms ile e-anket kullanılmıştır. Veriler için, demografik değişkenler ile “Hedonistik Tüketim Ölçeği”, “Faydacı Tüketim Ölçeği”, ve “Ölüm Kaygısı Ölçeği” olmak üzere üç ayrı ölçme aracı kullanılmıştır. Araştırmada İstanbul’da ikamet eden 18-64 yaş grubunda 403 kişiye “Kartopu Örneklem Yöntemi” ile ulaşılarak elektronik anket uygulanmış ve elde edilen veriler lisanslı olan SPSS 24 ve AMOS 27 istatistik programları ile analiz edilerek yorumlanmıştır. Araştırmada kullanılan yapısal eşitlik modellemesi sonuçlarına göre, Ölüm kaygısının 1. Boyutu (ölüm belirsizliği), hedonik tüketimin 5 Boyutunu (Hedonik Etki, Hedonik Adaptasyon, Edilgenlik Durumu, Dürtüsel Eğilim, Kimlik Yansıtma) da negatif yönde anlamlı olarak, 2. Boyutu (ölümü düşünme ve tanıklık) ise hedonik tüketimin 5 boyutunu (Hedonik Etki, Hedonik Adaptasyon, Edilgenlik Durumu, Dürtüsel Eğilim, Kimlik Yansıtma) pozitif yönde anlamlı olarak etkilemektedir. Buna karşılık, ölüm kaygısının 1.boyutu (ölüm belirsizliği) faydacı tüketimin 2 boyutunda (hedef odaklılık, konrtol odaklılık) etkisizken, 2. Boyut (ölümü düşünme ve tanıklık) faydacı tüketimin 2 boyutunu (hedef odaklılık, kontrol odaklılık) da negatif anlamlı etkilemektedir.

Anahtar Kelimeler

Covid-19, Tüketici Davranışları, Pazarlama, Ölüm Kaygısı, Hedonik Tüketim, Faydacı Tüketim, Yapısal Eşitlik Modellemesi

The Effect of Death Anxiety on Hedonistic and Utilitarian Consumer Behaviours During the Covid-19 Pandemic

Öz

The aim of the research is to determine how the death anxiety felt by individuals during the Covid-19 process affects hedonic consumption and utilitarian consumption.. The original aspect of this research is that it covers the period of the Covid-19 epidemic processively and includes psychology,socioalology,religion and marketing of sciences. Death anxiety, which has been widely reported to have an effect on consumer behavior in the literature, has generally been interpreted later or examined retrospectively in disaster studies. This research was carried out during the Covid-19 pandemic process. Although there are many studies in the literature affecting utilitarian and hedonic consumption, it is thought that its contribution to the literature is to focus on the effect of death anxiety.
E-survey with Google forms was used as the research method. Three different measurement tools were used for the data, namely “Hedonistic Consumption Scale”, “Utilitarian Consumption Scale”, and “Death Anxiety Scale” with demographic variables. In the research, an electronic questionnaire was applied to 403 people in the 18-64 age group residing in Istanbul using the "Snowball Sampling Method" and the data obtained were analyzed and interpreted with licensed SPSS 24 and AMOS 27 statistical programs. According to the results of the structural equation modeling used in the research, the 1st dimension of death anxiety affects (Uncertainty of Death) the 5 dimensions of hedonic consumption( hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) negatively, and the 2nd dimension affects(Thinking of and Witnessing Death) the 5 dimensions of hedonic consumption (hedonic effect, hedonic adaptation, passiveness, impulsive tendency and the reflection of identity) in a positive way. On the other hand, while the 1st dimension of death anxiety (Uncertainty of Death) is ineffective in 2 dimensions of utilitarian consumption(goal orientation and control orientation), the 2nd dimension( Thinking of and Witnessing Death) negatively affects 2 dimensions of utilitarian consumption (goal orientation and control orientation).

Anahtar Kelimeler

Covid-19, Consumer Behavior, Marketing, Death Anxiety, Hedonic Consumption, Utilitarian Consumption, Structural Equation Modelling

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