THE RELATION BETWEEN THE FEAR OF COVID-19 PANDEMIC, THE USE OF DIGITAL CHANNEL AND THE USE OF SOCIAL MEDIA

ÖZ Bu çalışmada ilk kez Aralık 2019’da görülen ve tüm dünyayı etkisi altına alan özel bir aşı veya tedavisi bulunmayan yaklaşık Eylül 2020 tarihi itibariyle bir milyona yakın ölüme neden olan Covid-19 (WHO, 2020f) kürsel salgının tüketici davranışı üzerindeki etkisi araştırılmıştır. Covid-19 Pandemi sürecinin tüketiciler üzerinde Covid-19 korkusu (genel korkusu ve aktivite korkusu), sosyal medya kullanımı (instagram, twitter vb) ve dijital kanal kullanımı (online bankacılık, online ödeme, sanal kart, sanal cüzdan, online alışveriş siteleri) arasındaki ilişki test edilmiştir. Bu bağlamda Türk tüketicilerle az sayıda çalışmanın olduğu konuyla ilgili olarak sosyal ağlarda (Twitter, LinkedIn) paylaşılan bağlantı aracılığıyla likert ölçeği ve açık uçlu sorular kullanılarak online anket formatında Google Form anket portalı üzerinde elde edilen 385 verinin Google Form ve SPSS programında (Anova, Regresyon) analizi yapılmıştır. Yapılan analizler sonucunda korku(genel korkusu ve aktivite korkusu), sosyal medya kullanımı (instagram, twitter vb) ve dijital kanal kullanımı değişkenleri arasında anlamlı ilişkiler bulunmuştur. Araştırma sonuçlarına göre, tüketicilerin Covid-19 korkusu arttıkça dijital kanal kullanımı (online bankacılık, online ödeme, sanal kart vb,online alışveriş) ve sosyal medya kullanım oranı artmaktadır. Jel Kodları: D12: Costumer Economics: Emprical Analysis, I:Helath, education and Wellfare, M31: Marketing, Z1: Cultural Economics, Economics Sociology, Economic Anthropology, R2. Houseld Analysis

Anahtar Kelimeler:

Pandemi, Dijital Kanal Kullanımı, SOSYAL MEDYA, Covid-19, Tüketici Davranışı

THE RELATION BETWEEN THE FEAR OF COVID-19 PANDEMIC, THE USE OF DIGITAL CHANNEL AND THE USE OF SOCIAL MEDIA

In this study, the effect of the global epidemic of Covid-19 (WHO, 2020a), which was first seen in December 2019 and caused nearly a million deaths on September 2020, without a special vaccine or treatment that affects the whole world, on consumer behavior was investigated. In this study, the relation between the fear of Covid-19 pandemic process on consumers (general fear of the virus and fear of activity), the use of social media (instagram, twitter etc.)and the use of digital channel (online banking, online payment, virtual card, virtual purse, shopping websites) has been tested. In this context, 385 data that have been obtained via Google Formsurvey portal in online survey format by using Likert scale and open-ended questions through the link shared on social networks, (Twitter, LinkedIn) where there are few studies with Turkish consumers, have been analyzed in Google Form and SPSS programmes (Anova, Regression). At the end of the analysis, meaningful relations have been found between the variables offear (general fear of the virus and fear of activity), the use of social media (instagram, twitter etc.), and the use of digital platform. According to the results, the more Covid-19 fear consumers have, the more the rate of their digital channel usage increases (online banking, online payment, virtual card, online shopping etc.) Keywords: Covid-19, Coronavirus, Pandemic, Customer Behavior, Fear, Digital Channel, Social Media JEL Codes: D12: Costumer Economics: Emprical Analysis, I:Health, education and Wellfare, M31: Marketing, Z1: Cultural Economics, Economics Sociology, Economic Anthropology, R2. Houseld Analysis

Keywords:

Covid-19, Pandemic, Customer Behavior,

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