MEDIATING ROLE OF INTERNET USE FOR PURCHASE BEHAVIOR IN THE RELATIONSHIP BETWEEN FEAR AND LIFE SATISFACTION DURING HEALTH CRISES: THE CASE OF COVID – 19 PANDEMIC

Öz

The COVID – 19 pandemic has had psychological effects on individuals, similar to past health crisis. Increased fear and decreased life satisfaction are just some of these. Besides, the behavioral effects of the pandemic emerged with social isolation, for example, an increase in internet use was noticed. Accordingly, the aim of the study is to examine the relationship between behavioral and psychological changes during the pandemic period. Therefore, the mediating effect of online purchase behavior between fear and life satisfaction was examined in the study. For this purpose, the data of the study was collected from 338 people using a convenient sampling method and online via a survey, during the COVID – 19 period. The findings of the study were obtained using SPSS PROCESS Model 4. According to the results of the study, fear of COVID – 19 is divided into two as physical and mental fear. However, while it was found that physical fear of COVID – 19 did not have any effect on life satisfaction and the use of the internet for purchase behavior, it was revealed that mental fear of COVID – 19 increased the use of the internet for purchase behavior and reduced life satisfaction.

Anahtar Kelimeler

• Fear of COVID – 19
• Life Satisfaction
• Health Crises
• Internet Use for Purchase Behavior

SAĞLIK KRİZLERİ DÖNEMİNDE İNTERNETTEN SATIN ALMA DAVRANIŞININ; KORKU VE YAŞAM DOYUMU İLİŞKİSİNDE ARACILIK ETKİLERİ: COVID – 19 SALGINI ÖRNEĞİ

Öz

COVID – 19 salgınının, geçmiş salgınlara benzer olarak bireyler üzerine psikolojik etkileri görülmüştür. Korkunun artması ve yaşam doyumunun azalması bunlardan yalnızca bazılarıdır. Salgının davranışsal etkileri ise sosyal izolasyon ile birlikte ortaya çıkmış, örneğin internet kullanımında artış tespit edilmiştir. Buna göre, çalışmanın amacı, salgın dönemindeki davranışsal ve psikolojik değişimler arasındaki ilişkinin incelenmesidir. Dolayısıyla, çalışmada internetten satın alma davranışının korku ve yaşam doyumu arasındaki aracılık etkisi incelenmiştir. Bu amaç doğrultusunda, çalışmanın verisi COVID – 19 salgın döneminde, anket yöntemiyle çevrim içi ortamda, kolayda örneklem yöntemi ile 338 kişiden toplanmıştır. Çalışmanın bulguları, SPSS PROCESS Model 4 kullanılarak elde edilmiştir. Çalışmanın sonuçlarına göre, COVID – 19 korkusu fiziksel ve zihinsel korku olmak üzere ikiye ayrılmıştır. Bununla birlikte, fiziksel COVID – 19 korkusunun, yaşam doyumu ve internetin satın alma için kullanımı üzerinde herhangi bir etkisinin olmadığı tespit edilirken, zihinsel COVID – 19 korkusunun internetin satın alma için kullanımını arttırdığı ve yaşam doyumunu azalttığı ortaya konmuştur.

Anahtar Kelimeler

• COVID – 19 Korkusu
• Yaşam Doyumu
• Sağlık Krizleri
• İnternetten Satın Alma Davranışı

Kaynakça

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