COVID-19 PANDEMİSİNİN TAMAMLAYICI VE ALTERNATİF TIP ÜRÜNLERİ SATIN ALMA DAVRANIŞINA ETKİSİ: PLANLI DAVRANIŞ TEORİSİ ÇERÇEVESİNDE BİR ÇALIŞMA

Öz

Covid-19 salgın süreci ile virüsün olumsuz etkilerinden korunmak isteyen kişilerin vücut direncini arttırmak ve sağlıklı kalmak için modern tıp ile tamamlayıcı ve alternatif tıp ürünlerine yöneleceği düşünülmektedir. İşletmelerin bu ürünlere yönelik tüketici satın alma niyet ve davranışlarındaki değişiklikleri takip etmeleri önemli olacaktır. Bu çalışmada, Covid-19 salgınının tamamlayıcı ve alternatif tıp ürünleri satın alma davranışlarını planlı davranış teorisi çerçevesinde incelenmesi amaçlamaktadır. Çalışmada kartopu örnekleme yöntemi kullanılarak 402 kişiye çevrimiçi anket uygulanmıştır. Satın alma davranışını etkileyen faktörleri belirlemek için yapısal eşitlik modeli kullanılmıştır. Yapısal eşitlik modellemesi sonucunda tutum ve algılanan davranışsal kontrol değişkenlerinin tamamlayıcı ve alternatif tıp satın alma niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu tespit edilmiştir. Öznel normların tamamlayıcı ve alternatif tıp satın alma niyetinde olumlu ve anlamlı bir etkisinin olmadığı belirlenmiştir. Satın alma niyeti ve algılanan davranışsal kontrolün tamamlayıcı ve alternatif tıp ürünlerine ilişkin satın alma davranışı üzerinde olumlu ve anlamlı bir etkiye sahip olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Covid-19
• Planlı Davranış Teorisi
• Tamamlayıcı ve Alternatif Tıp
• Satın Alma Davranışı
• Doğrulayıcı Faktör Analizi

THE EFFECT OF COVID-19 PANDEMIC ON THE BUYING BEHAVIOR IN COMPLEMENTARY AND ALTERNATIVE MEDICINE PRODUCTS: A STUDY IN THE FRAMEWORK OF THE THEORY OF PLANNED BEHAVIOR

Öz

With the Covid-19 pandemic process, it is thought that people who want to be protected from the negative effects of the virus will turn to complementary and alternative medicine products with modern medicine in order to increase their body resistance and stay healthy. It will be important for businesses to track changes in consumer purchase intention and behavior towards these products. This study aims to examine the behavior of buying complementary and alternative medicine products of the Covid-19 epidemic within the framework of theory of planned behavior. In the research, an online questionnaire was applied to 402 people using the convenience sampling method. The structural equation modelling was used to determine the factors affecting buying behavior. As a result of the structural equation modelling, it was confirmed that attitude and perceived behavioral control variables have a positive and significant effect on the intention of buying complementary and alternative medicine. It was determined that subjective norms did not have a positive and significant effect on the intention to purchase complementary and alternative medicine. It was concluded that buying intention and perceived behavioral control had a positive and significant effect on buying behavior for complementary and alternative medicine products

Anahtar Kelimeler

• Covid-19
• Theory of Planned Behavior
• Complementary and Alternative Medicine
• Buying Behavior
• Confirmatory Factor Analysis

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