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

Yıl 2024, Cilt: 17 Sayı: 3, 735 - 774, 26.09.2024

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.

Kaynakça

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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

Yıl 2024, Cilt: 17 Sayı: 3, 735 - 774, 26.09.2024

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.

Kaynakça

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  • Sandín, B., Valiente, R. M., García-Escalera, J., & Chorot, P. (2020). Impacto Psicologico De La Pandemia De COVID-19: Efectos Negativos Y Positivos En Poblacion Espan~Ola Asocia- Dos Al Periodo De Confinamiento Nacional. Revista De Psicopatología Y Psicología Clínica, 25(1).
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  • Steimer, T. (2002). The biology of fear- and anxiety-related behaviors. Cerebral Aging, 4(3), 231–249. https://doi.org/10.31887/dcns.2002.4.3/tsteimer.
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  • Winter, T., Riordan, B. C., Pakpour, A. H., Griffiths, M. D., Mason, A., Poulgrain, J. W., & Scarf, D. (2020). Evaluation of the English version of the Fear of COVID-19 Scale and Its relationship with behavior change and political beliefs. International Journal of Mental Health and Addiction. Advance online publication. https://doi.org/10.1007/s11469-020-00342-9.
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  • Zheng, H., & Ma, W. (2021). Click İt And Buy Happiness: Does Online Shopping İmprove Subjective Well-Being Of Rural Residents İn China? Applied Economics, 53(36), 4192–4206. Https://Doi.Org/10.1080/00036846.2021.1897513
Toplam 140 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama, Pazarlama İletişimi, Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Hande Mercan 0000-0003-1354-8123

Pinar Basgoze 0000-0003-4597-5752

Yayımlanma Tarihi 26 Eylül 2024
Gönderilme Tarihi 16 Nisan 2024
Kabul Tarihi 3 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 3

Kaynak Göster

APA Mercan, H., & Basgoze, P. (2024). SAĞLIK KRİZLERİ DÖNEMİNDE İNTERNETTEN SATIN ALMA DAVRANIŞININ; KORKU VE YAŞAM DOYUMU İLİŞKİSİNDE ARACILIK ETKİLERİ: COVID – 19 SALGINI ÖRNEĞİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(3), 735-774.