The Relationships among Fear of Covid-19, Health Consciousness, Attitude toward Supplements, and Purchase Intention Using a Moderated Mediation Analysis

Yıl 2023, , 145 - 161, 01.04.2023

Adem Uysal

https://doi.org/10.17153/oguiibf.1233783

Cited By: 2

Öz

The purpose of this study is to examine the relationship between fear of Covid-19 (FoC), attitudes toward supplements (AtS), health consciousness (HC), and purchase intention (PI) by using moderated mediation analysis. The data acquired from 308 customers via face-to-face surveys were analyzed using descriptive statistics and structural equation modeling, and the process model produced by Hayes tested the hypotheses. The results show that the variable of AtA partially mediated the association between FoC and purchase intention. Health consciousness moderates the strength of the relationships between FoC and PI mediated by AtS. According to this, the influence of fear of Covid-19 on purchase intention via the attitudes toward food supplements differs according to consumers' health consciousness (low vs. high). The study provides essential cues for researchers, marketers, and advertisers of food supplements during the COVID-19 pandemic.

Anahtar Kelimeler

Fear of COVID-19, Attitude toward Advertising, Purchase Intention, Health Consciousness, Food Supplement.

Covid-19 Korkusu, Sağlık Bilinci, Takviyelere Yönelik Tutum ve Satın Alma Niyeti Arasındaki İlişkilerin Moderatörlü Aracılık Analizi ile İncelemesi

Öz

Bu çalışmanın amacı, düzenlenmiş aracılık modeli (moderated mediation) kullanarak, Covıd-19 korkusu (FoC), takviyelere yönelik tutumlar (AtS), sağlık bilinci (HC) ve satın alma niyeti (PI) arasındaki ilişkileri incelemektir. 308 tüketiciden yüz yüze anket yoluyla toplanan veriler betimsel istatistikler ve yapısal denklem modellemesi kullanılarak analiz edildi ve hipotezler Hayes'in ürettiği süreç modeli ile test edildi. Elde edilen sonuçlara göre AtS değişkeninin FoC ile satın alma niyeti arasındaki ilişkiye kısmen aracılık ettiği görülmüştür. Sağlık bilincinin ise, gıda takviyelerine yönelik tutumların aracılık ettiği FoC ve PI arasındaki ilişkinin gücünü düzenlediği görülmüştür. Buna göre, Covid-19 korkusunun gıda takviyelerine yönelik tutumlar aracılığıyla satın alma niyeti üzerindeki etkisi, tüketicilerin sağlık bilinçlerine (düşük ve yüksek) göre farklılık göstermiştir. Çalışma, COVID-19 salgını sırasında faaliyet gösteren gıda takviyesi üreteci firmalara, araştırmacılara ve pazarlamacılara önemli ipuçları sağlamaktadır.

Anahtar Kelimeler

Fear of COVID-19, Attitude toward Advertising, Purchase Intention, Health Consciousness, Food Supplement.

Kaynakça

• Addo, P.C.; Jiaming, F.; Kulbo, N.B.; Liangqiang, L. (2020), "Covıd-19: Fear appeal favoring purchase behavior towards personal protective equipment", Serv. Ind. J., 40, 471–490.
• Aguirre-Urreta, M. I., & Hu, J. (2019), "Detecting common method bias: performance of the Harman's single-factor test", ACM SIGMIS Database: The Database for Advances in Information Systems, 50(2), 45-70.
• Ahorsu, D. K., Lin, C. Y., Imani, V., Saffari, M., Griffiths, M. D., & Pakpour, A. H. (2020), "The fear of COVID-19 scale: development and initial validation", International Journal of Mental Health and Addiction, 1-9.
• Alyami, H. S., Orabi, M. A., Aldhabbah, F. M., Alturki, H. N., Aburas, W. I., Alfayez, A. I., & Alsuhaibani, N. A. (2020), "Knowledge about COVID-19 and beliefs about and use of herbal products during the COVID-19 pandemic: A cross-sectional study in Saudi Arabia", Saudi Pharmaceutical Journal, 28(11), 1326-1332.
• Bakioğlu F, Korkmaz O, Ercan H. (2020) "Fear of COVID-19 and positivity: mediating role of intolerance of uncertainty, depression, anxiety, and stress", Int J Ment Health Addict.;1-14.
• Bailey, R.L.; Gahche, J.J.; Miller, P.E.; Thomas, P.R.; Dwyer, J.T. (2013), Why US Adults Use Dietary Supplements. JAMA Intern. Med. 173, 355–361.
• Batra, R., & Ray, M. L. (1986), "Affective responses mediating acceptance of advertising", Journal of Consumer Research, 13(2), 234-249.
• Calder, P.C.; Carr, A.C.; Gombart, A.F.; Eggersdorfer, M. (2020) "Optimal nutritional status for a well-functioning immune system is an important factor to protect against viral infections", Nutrients, 12, 1181.
• Cho, H., & Chiu, W. (2021), "COVID-19 pandemic: consumers' purchase intention of indoor fitness products during the partial lockdown period in Singapore" Asia Pacific Journal of Marketing and Logistics, 34(10), 2299-2313.
• Çimke S, Yıldırım Gurkan D. (2021) "Determination of interest in vitamin use during covid-19 pandemic using google trends data", Infodemiology study. Nutrition, 85:1-6.
• Demir, G., Kılıçkalkan, B., & Takak, M. K. (2021) "Investigation of adults’ use of dietary supplements during the COVID-19 pandemic" General Medical Journal, 31(4), 430-439.
• Demirgüneş, B. K. (2015), "Effects of attitudes towards social responsibility projects on purchasing behavior and purchase intention" Hacettepe University Journal of Economics and Administrative Sciences, 33(3), 47-74.
• Dutta-Bergman, M. J. (2004), "An alternative approach to social capital: exploring the linkage between health consciousness and community participation" Health Communication, 16(4), 393-409.
• Gould, S. J. (1988), "Consumer attitudes toward health and health care: a differential perspective" The Journal of Consumer Affairs, 22(1), 96–118.
• Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C. (2010), Multivariate Data Analysis: A Global Perspective, Vol. 7, Pearson, Upper Saddle River, NJ.
• Hayes AF. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach: Guilford Press; 2013.
• Hwang, J. H., Cho, H. J., Im, H. B., Jung, Y. S., Choi, S. J., & Han, D. (2020) "Complementary and alternative medicine use among outpatients during the 2015 MERS outbreak in South Korea: a cross-sectional study", BMC Complementary Medicine and Therapies, 20(1), 1-10.
• Hwang, J., & Cranage, D. (2010) "Customer health perceptions of selected fast-food restaurants according to their nutritional knowledge and health consciousness", Journal of Foodservice Business Research, 13(2), 68-84.
• Jayawardena R, Sooriyaarachchi P, Chourdakis M, Jeewandara C, Ranasinghe P. (2020), "Enhancing immunity in viral infections, with special emphasis on COVID-19: A review", Diabetes & Metabolic Syndrome: Clinical Research & Reviews, 14(4):367-82.
• Kaya S, Uzdil Z, Cakiroğlu FP. (2021), "Evaluation of the effects of fear and anxiety on nutrition during the COVID-19 pandemic in Turkey", Public Health Nutr.;24(2):282-9.
• Kayabaşı, E. T. (2020), "The effect of covıd-19 on markets and consumer behavior", Eurasian Journal of Research in Social and Economics, 7(5), 15-25.
• Lee, C.-K., Song, H.-J., Bendle, L.J., Kim, M.-J. and Han, H. (2012), "The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions: a model of goal-directed behavior", Tourism Management, 33(1), 89-99.
• Lee, K., Conklin, M., Cranage, D. A., & Lee, S. (2014) "The role of perceived corporate social responsibility on providing healthful foods and nutrition information with health-consciousness as a moderator", International Journal of Hospitality Management, 37, 29-37.
• Lipsitch, M.; Swerdlow, D.L.; Finelli, L. (2020), Defining the epidemiology of Covid-19 studies needed", N. Engl. J. Med., 382, 1194–1196.
• Liu, C., Sun, C. K., Chang, Y. C., Yang, S. Y., Liu, T., & Yang, C. C. (2021) "The impact of the fear of covıd-19 on purchase behavior of dietary supplements: integration of the theory of planned behavior and the protection motivation theory", Sustainability, 13(22), 12900.
• Lutz, R. J., MacKenzle, S. & Belch, G. (1983), "Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences", Advances in Consumer Research, 10(01), 532-539.
• Macit, M.S. (2020) "Evaluation of Changes in the nutritional habits of adults after covid-19 outbreak", Mersin University Journal of Health Science, 13(3), 277-88.
• Mackenzie, Sou B., (1986), "The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations", Journal of Marketing Research, 2 130-143.
• Maggini S, Pierre A, Calder PC. (2018), Immune function and micronutrient requirements change over the life course. Nutrients, 10(10):1531.
• Özbekler, T. M. (2019), "The perspective of changing nutritional habits through supplementary foods: how conscıous are consumers?", International Social Sciences Studies Journal, 5(51), 6866-6882.
• Öztürk, M., & Savas, A. (2014), "The effects of cause related marketing ads on the attitude towards the brand and purchase intention: an application on the academic staff of Anadolu University", Journal of Yaşar University, 9(35), 6109-6128.
• Pakpour, A. H., & Griffiths, M. D. (2020), "The fear of covıd-19 and its role in preventive behaviors", Journal of Concurrent Disorders, 2(1), 58-63.
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003), "Common method biases in behavioral research: a critical review of the literature and recommended remedies", Journal of Applied Psychology, 88(5), 879.
• Quinones, R.L., Winsor, R.D., Patino, A. and Hoffman, P. (2013), “The regulation of dietary supplements within the United States: flawed attempts at mending a defective consumer safety mechanism”, Journal of Consumer Affairs, 47(2), 328-357.
• Republic of Turkey Ministry of Health (2019), Turkey Nutrition and Health Survey, 69-195. Ankara. Rogers, R.W. (1975), “A protection motivation theory of fear appeals and attitude change”, The Journal of Psychology, 91(1), 93-114.
• Samar E. (2021), "Investigation of adults’ use of dietary supplements during the covıd-19 pandemic", ISPEC International Journal of Social Sciences & Humanities. 5(2):189-203.
• Suprapto, B., ve Wijaya, T. (2012) "Model of consumer’s buying intention towards organic food: A study among mothers in Indonesian", International Conference on Economics, Business and Marketing Management, IPEDR vol.29, IACSIT Press, Singapore.
• Taşer, Polat, S., Ayar, B., & Erdil, T. S. (2020), "The effect of audience perception components on attitude toward advertisement and purchase intention", International Journal of Economic & Administrative Studies, (27),
• Tsang, M. M., Ho, S. C., & Liang, T. P. (2004), "Consumer attitudes toward mobile advertising: An empirical study", International Journal of Electronic Commerce, 8(3), 65-78.
• Uysal, A., & Okumuş, A. (2019) "Impact of religiosity on ethical judgement: a study on preference of retail stores among consumers", Journal of Islamic Marketing, 10(4), 1332-1350
• Willis, E. and Royne Stafford, M. (2016), "Health consciousness or familiarity with supplement advertising: What drives attitudes toward dietary supplements?", International Journal of Pharmaceutical and Healthcare Marketing, 10 (2), 130-147.
• Wu, E.H.C., Law, R. and Jiang, B. (2010), “The impact of infectious diseases on hotel occupancy rate based on independent component analysis”, International Journal of Hospitality Management, 29(4), 751-753.