COVİD-19 PANDEMİSİ SÜRECİNDE ÇEVRİMİÇİ PERAKENDE GIDA ALIŞVERİŞİ

Bu çalışma, tüketicilerin çevrimiçi perakende gıda alışverişine yönelik tutumlarını ve Covid-19 pandemisinin bu tutumlara etkisini ölçmek amacıyla yapılmıştır. Bu nedenle pandeminin yoğun olduğu 2021 yılının ilk yarısında çevrimiçi bir anket aracılığıyla 390 gönüllüden veri toplanmıştır. Algılanan kolaylık, risk, fiyat avantajı ve güven faktörlerinin satın alma niyeti üzerindeki etkileri incelenmiştir. Analiz için yapısal eşitlik modeli kullanılmıştır. Ardından pandemik kaygının düzenleyici etkisi test edilmiştir. Son olarak, tüketiciler çevrimiçi alışveriş sayısı ve miktarına göre gruplandırılmıştır. Modelde yer alan faktörlere ilişkin grupların ortalamaları arasındaki farklar incelenmiştir. Elde edilen sonuçlara göre, algılanan kolaylık, fiyat avantajı ve güven faktörlerinin satın alma niyeti üzerinde pozitif ve anlamlı; algılanan risk faktörünün negatif ve anlamlı bir etkisi vardır. Pandemi kaygısının satın alma niyeti ile risk ve fiyat arasındaki ilişki üzerinde moderatör etkisi olduğu bulunmuştur. Az çevrimiçi alışveriş yapanların orta ve yoğun çevrimiçi alışveriş yapanlardan kolaylık, risk ve güven algısı ve satın alma niyeti faktörlerinin ortalamalarına göre farklılık gösterdiği görülmektedir. Orta düzeyde ve yoğun çevrimiçi alışveriş yapan katılımcılar yalnızca güven faktörü ortalamasında fark yoktur.

Anahtar Kelimeler:

Tüketici Davramışı, Covid-19, Gıda Alışverişi, E-Ticaret, Pandemi Anksiyetesi, Tüketici Davramışı, Covid-19, Gıda Alışverişi, E-Ticaret, Pandemi Anksiyetesi

ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD

This study was conducted to measure consumer attitudes towards online retail food shopping and the impact of the Covid-19 pandemic on these attitudes. Therefore, data were collected from 390 volunteers through an online survey in the first half of 2021, when the pandemic was intense. Effects of perceived convenience, risk, price advantage and trust factors on purchase intention were studied. For this, a structural equation model was performed. Then, the moderator effect of pandemic anxiety was examined. Finally, consumers were grouped according to the number and amount of online shopping. The differences between the means of the groups regarding the factors in the model were examined. According to the results, perceived convenience, price advantage, and trust factors have positive and significant on purchase intention; perceived risk factor has a negative and significant effect. It has been found that pandemic anxiety moderates the relationship between risk and price with purchase intention. It is seen that the light online shoppers differ from the moderate and heavy online shoppers in the convenience, risk and trust perception, and purchase intention. Moderate and heavy online shoppers differ only in the trust factor. There was no statistically significant difference between the three groups regarding perceived price advantage and pandemic anxiety.

Keywords:

Consumer Behavior, Covid-19, Food Shopping, E-Commerce, Pandemic anxiety, Consumer Behavior, Covid-19, Food Shopping, E-Commerce, Pandemic anxiety,

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