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

Yıl 2023, Cilt: 18 Sayı: 1, 145 - 161, 01.04.2023

Adem Uysal

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

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

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