Dürtüsel ve kompulsif satın alma arasındaki ilişkinin açıklanmasında tüketici kaygısının rolü: Covid19 Salgını döneminde nicel bir araştırma

Covid19 salgını küresel kapsamda ekonomi, sağlık ve sosyal yaşamı olumsuz yönde etkilemekte ve korku, endişe ve belirsizliğe neden olmaktadır. Salgın tehdidi ve salgının engellenmesine yönelik olarak alınan tedbirlerin tüketicilerin davranışlarında neden olduğu ani değişimler tüketicilerin kaygı düzeylerinde de artışa neden olabilmektedir. Salgın dönemlerinde bireylerin kaygı düzeyinde gerçekleşen artış salgının kendisini yönetmekten daha zor bir hale dönüşebilmekte ve tüketicilerin dürtüsel ve kompulsif satın alma davranışlarının açıklanmasında önemli bir faktör olarak değerlendirilmektedir. Bu çalışmada, Covid19 salgının bireylerde neden olduğu hissedilen kaygının, tüketici kaygısı ve dürtüsel satın alma üzerindeki etkisini incelerken; tüketici kaygısı, kaçış ve son olarak bireylerin kompulsif ve dürtüsel satın alma davranışları arasındaki ilişkiyi açıklamayı amaçlamaktadır. Veri toplama aşamasında çevrim içi anket aracılığı ile 282 geçerli veri toplanılmıştır. Araştırma hipotezlerinin test edilmesinde yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonuçları, Covid19 salgınından kaynaklı kaygının tüketici kaygı ve tüketici dürtüsel satın alma davranışı eğiliminde artışa neden olmaktadır. Bunun yanı sıra dürtüsel satın alma eğilimi de tüketici kaygısını arttırıcı bir etkiye sahiptir. Bu her iki faktör tarafından artan tüketici kaygısı ise hem tüketici kaçış davranışlarında hem de kompulsif satın alma davranışlarında artışa neden olduğu sonucuna ulaşılmıştır.

The role of consumer anxiety in the explanation of impulsive and compulsive buying relationship: A quantitative study during the Covid 19 pandemic

In the global context, the COVID-19 outbreak has created an adverse effect on the economy, health, and social life and causes anxiety and uncertainty. The sudden changes in the behaviour of consumers caused by the threat of pandemics and the measures taken to prevent the pandemic can cause an increase in the anxiety levels of the consumers. Increased levels of anxiety in individuals during pandemics can turn into a more difficult situation than managing the outbreak itself and is considered an important factor in explaining the impulsive and compulsive purchasing behaviour of consumers. The goal of the study is to analyse the effect of the general COVID-19 outbreak-related anxiety on consumer anxiety and impulsive buying, furthermore, explaining consumer anxiety, escapism behaviour, consumers' compulsive buying behaviour, and impulsive buying behaviour relationships. In the data collection process, The researcher(s) employed an electronic questionnaire and collected data from 282 valid sources. The structural equation modelling technique was conducted in testing research assumptions. The research findings show that the COVID-19 outbreak anxiety has an increasing effect on consumer anxiety level and impulsive buying behaviour tendency. Besides, impulsive buying behaviour tendency has also positively affected consumer anxiety. Increased levels of consumer anxiety by both factors caused an increase in consumer escapism and compulsive buying behaviour.

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APA Şahin, F. & Karahan, M. O. (2022). Dürtüsel ve kompulsif satın alma arasındaki ilişkinin açıklanmasında tüketici kaygısının rolü: Covid19 Salgını döneminde nicel bir araştırma . Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , 25 (47) , 153-174 . DOI: 10.31795/baunsobed.936733