Tüketicilerin COVİD-19 pandemisinden algıladıkları riskin stokçuluk davranışlarına etkisi: Planlı davranış teorisi çerçevesinden bir değerlendirme

COVİD-19 pandemisi bütün dünyayı etkilemiş ve izolasyon, filyasyon, karantina, sosyal mesafe vb. kavramları hayatımızın bir parçası haline getirmiştir. İnsanlar bu duruma tüketim kalıplarını değiştirmek de dahil olmak üzere pek çok farklı şekilde tepki vermişlerdir. Bu tepkilerden birisi de stokçuluktur. Bu çalışmanın amacı, Planlı Davranış Teorisi çerçevesinden tüketicilerin pandemiden kaynaklı algıladıkları riskin süpermarket ürünlerine yönelik stokçuluk davranışlarına etkisini ortaya koymaktır. 937 kişiden toplanan veriye uygulanan ANOVA, t-testi, güvenilirlik analizi, faktör analizi ve doğrulayıcı faktör analizi neticesinde duyusal riskin stokçuluk üzerinde önemli bir etkisi olduğu, ayrıca demografik değişkenlere göre stokçuluk eğiliminin fark ettiği tespit edilmiştir.

The effect of consumers' perceived risk from the COVID- 19 pandemic on their stockpiling behaviour: An evaluation from the framework of planned behaviour theory

COVID-19 pandemic has affected the entire world and brought isolation, filiation, quarantine, lockdown, social distance, etc. concepts that are not a part of our daily lives. People have reflected this deviance in many ways, including changing the consumption behaviours that visual and written media express. One of these behaviours that arise with the pandemic is stockpiling. This research aims to study the effect of perceived risk on stockpiling behaviour for grocery products by applying the Planned Behaviour Theory frame. Data has been collected from 937 attendants. ANOVA, t-test, reliability analysis, factor analysis, and confirmatory factor analysis were applied to the collected data. It was found that effective risk has a n essential effect on stockpiling behaviour. On the other hand, demographic variables seem to differentiate pandemic stockpiling behaviour for grocery products.

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