STOKLAMA DAVRANIŞINI ANLAMAK: COVID 19 SONRASI DÖNEMDE KİŞİLİK ÖZELLİKLERİNİN VE TÜKETİM MOTİVASYONLARININ ROLÜ

Öz

Bu çalışma, kişilik özellikleri ile tüketim motivasyonlarının nasıl ilişkili olduğunu ve hedonik ve faydacı tüketimin aracılık rolünü analiz ederek COVID-19 sonrası stoklama davranışını araştırmaktadır. Önceki araştırmalar stoklamayı kişilikle ilişkilendirmiş olsa da bunun altında yatan motivasyon mekanizmaları büyük ölçüde araştırılmamıştır. Veriler, 198 katılımcıdan (%79 kadın; 18-66 yaş arası) HEXACO kişilik envanteri (duygusallık ve ihtiyatlı olmak alt ölçekleri), hedonik ve faydacı tüketim ölçeği ve stoklama ölçeği kullanılarak çevrimiçi olarak toplanmıştır. Açımlayıcı ve doğrulayıcı faktör analizleri ile yapı geçerliliği değerlendirilmiş, korelasyon analizi ile yapılar arasındaki ilişkiler incelenmiştir. PROCESS makrosu ile yapılan aracılık analizleri, faydacı tüketimin ihtiyatlı olmak ve stoklama arasındaki ilişkide aracılık ettiğini göstermiştir. Bu sonuç, ihtiyatlılık düzeyi yüksek bireylerin pratik ve hedef odaklı nedenlerle stoklama yaptığını düşündürmektedir. Ayrıca, hedonik tüketim, duygusallık ve stoklama arasındaki ilişkiye aracılık etmiştir; daha yüksek hedonik eğilimler daha düşük stoklama ile ilişkilidir; bu da uzun vadeli hazırlıktan ziyade anlık duygusal tatmini tercih ettiğini göstermektedir. Genel olarak, bu sonuçlar stoklama davranışının arkasındaki psikolojik faktörlerin anlaşılmasını derinleştiriyor ve motivasyonel yolların önemini vurguluyor. Bulgular ayrıca, politika yapıcılar ve perakendeciler için, daha hedefli, psikolojik olarak bilgilendirilmiş iletişim stratejileriyle talep dalgalanmalarını daha iyi yönetmek için pratik içgörüler sağlamaktadır.

Anahtar Kelimeler

• Stoklama davranışı
• Kişilik özelliği
• Hedonik tüketim
• Faydacı tüketim

UNDERSTANDING STOCKPILING BEHAVIOR: THE ROLE OF PERSONALITY TRAITS AND CONSUMPTION MOTIVATIONS IN THE POST-COVID-19

Öz

This study investigates post-COVID-19 stockpiling behavior by analyzing how personality traits and consumption motivations relate, as well as the mediating role of hedonic and utilitarian consumption. Although previous research has connected stockpiling with personality, the underlying motivational mechanisms remain largely unexplored. Data were collected online from 198 participants (79% female; aged 18–66) using the HEXACO personality inventory (emotionality and conscientiousness subscales), a scale for hedonic and utilitarian consumption, and a scale for stockpiling. Exploratory and confirmatory factor analyses evaluated construct validity, and correlation analysis examined relationships among constructs. Mediation analyses using the PROCESS macro showed that utilitarian consumption significantly mediated the link between conscientiousness and stockpiling, suggesting that highly conscientious individuals stockpile for practical, goal-driven reasons. Furthermore, hedonic consumption mediated the relationship between emotionality and stockpiling, with higher hedonic tendencies related to lower stockpiling, indicating a preference for immediate emotional satisfaction over long-term preparedness. Overall, these results deepen the understanding of the psychological factors behind stockpiling behavior and emphasize the importance of motivational pathways. The findings also provide practical insights for policymakers and retailers to better manage demand fluctuations through more targeted, psychologically informed communication strategies.

Anahtar Kelimeler

• Stockpiling behavior
• Personality traits
• Hedonic consumption
• Utilitarian consumption

Kaynakça

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