Covid-19, consumer responses, and impulse buying behavior: Anxiety levels of consumers and the role of traditional and new media

Yıl 2024, Cilt: 14 Sayı: 3, 1343 - 1367, 29.09.2024

Yasemin Zengin , Burak Çetin , Arzu Yüksel

https://doi.org/10.30783/nevsosbilen.1474448

Öz

COVID-19 outbreak has psychologically affected consumers in Turkey, and it reflects to consumer behavior. The purpose of the study is to examine the relationship between impulse buying behavior and anxiety levels in the COVID-19 epidemic process and to determine the changes in consumer responses as well as the role of traditional media and social media. The secondary purpose of the study is to determine whether consumers differentiate regarding impulse buying behaviors and anxiety levels on the basis of their socio-demographic characteristics. Online questionnaires were conducted with 776 consumers throughout Turkey. The results revealed that approximately 42% of the consumers bought and stored large amounts of products. Consumers bought products mostly in the fresh food category, as well as in the personal hygiene and household cleaning categories. Consumers preferred brands and intermediaries that they thought were healthy and hygienic. Official statements and TV news were the most important source motivating people to shop beyond normal. It is determined that more than 20% of the consumers followed COVID-19 news from social media groups. It was found that the level of anxiety was higher in young, women, and singles. During the COVID-19 outbreak, there has been a positive correlation between impulse buying behavior and anxiety level.

Anahtar Kelimeler

Covid 19, Consumer responses, Anxiety, Impulse buying, Media

Covid-19, tüketici tepkisi, anlık satın alma davranışı: Tüketicilerde kaygı bozukluğu ve geleneksel ve yeni medyanın rolü

Öz

COVİD-19 salgını Türkiye'de tüketicileri psikolojik olarak etkilemiş ve tüketici davranışlarına da yansımıştır. Çalışmanın amacı, COVID-19 salgını sürecinde anlık satın alma davranışı ile kaygı düzeyleri arasındaki ilişkiyi incelemek ve tüketici tepkilerindeki değişimlerin yanı sıra geleneksel medya ve sosyal medyanın rolünü belirlemektir. Araştırmanın ikinci amacı ise tüketicilerin sosyo-demografik özelliklerine göre anlık satın alma davranışları ve kaygı düzeyleri açısından farklılaşıp farklılaşmadığını belirlemektir. Türkiye genelinde 776 tüketiciye online anket uygulanmıştır. Sonuçlar tüketicilerin yaklaşık %42'sinin büyük miktarlarda ürün satın aldığını ve depoladığını ortaya çıkardı. Tüketiciler en çok taze gıda kategorisinin yanı sıra kişisel hijyen ve ev temizliği kategorilerinde de ürün satın aldı. Tüketiciler sağlıklı ve hijyenik olduğunu düşündükleri marka ve aracıları tercih etti. Resmi açıklamalar ve TV haberleri insanları normalin ötesinde alışveriş yapmaya motive eden en önemli kaynak oldu. Tüketicilerin yüzde 20'sinden fazlasının Kovid-19 haberlerini sosyal medya gruplarından takip ettiği belirlendi. Gençlerde, kadınlarda ve bekârlarda kaygı düzeyinin daha yüksek olduğu belirlendi. COVID-19 salgını sırasında anlık satın alma davranışı ile kaygı düzeyi arasında pozitif bir ilişki vardır.

Anahtar Kelimeler

Covid 19, Tüketici tepkisi, Kaygı bozukluğu, Anlık satın alma, Medya

Etik Beyan

15.04.2020 tarih ve 2020/03-26-27 protokol sayılı araştırma başvurunuz Aksaray Üniversitesi İnsan Araştırmaları Etik Kurulu’nun 24.04.2020 tarihli toplantısında görüşülmüş olup 2020/ 03-27 kurul kararıyla ekte sunulmuştur.

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