COVİD 19 KORKUSUNUN MÜŞTERİ DAVRANIŞLARI VE PSİKOLOJİSİ ÜZERİNDEKİ ETKİLERİNİ ÇEVRİMİÇİ ALIŞVERİŞ PERSPEKTİFİNDEN ANLAMAK

Psikolojik tepki teorisi temelinde dizayn edilen çalışma, Covid-19 döneminde müşterilerin online alışveriş deneyimlerindeki artışın sebeplerini ve sonuçlarını müşteri temelli bir bakış açısıyla incelemiştir. Covid 19 korkusunun online alışverişteki artışın bir sebebi olduğu fikriyle oluşturulan modelde Covid 19’ a yakalanma korkusunun online alışverişe güven üzerindeki etkisi incelenmiştir. Ayrıca Covid 19 sürecinde online alışverişe güvenin ise online alışveriş deneyim değeri üzerindeki etkisi araştırılmıştır. Yine müşterilerin online alışveriş davranışlarındaki artış dikkate alınarak online alışveriş deneyim değerinin online alışveriş bağımlılığı üzerindeki etkileri tespit edilmeye çalışılmıştır. PLS-SEM algoritması kullanılarak 231 katılımcıya kolayda örneklem yöntemiyle anket formu uygulanmış ve toplanan verileri yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Araştırma sonucunda Covid 19 korkusunun online alışverişe güveni arttırdığı, online alışverişe güvenin ise müşterilerin değer algılarını (hedonik ve faydacı) etkilediği sonuıcuna ulaşılmıştır. Çalışmada göze çarpan bir diğer önemli sonuç ise müşterilerin online alışveriş değer algılarından hedonik değerin müşterilerin online alışveriş bağımlılığının tüm boyutlarını etkilediği ancak faydacı değer algılarının online alışveriş bağımlılığının boyutları üzerinde herhangi bir etkisinin olmadığıdır.

Anahtar Kelimeler:

Covid 19 Korkusu, Online Alışverişe Güven, Deneyim Değeri, Hedonik Değer, Faydacı Değer, PLS-SEM

UNDERSTANDING THE EFFECTS OF FEAR OF COVID 19 ON CUSTOMER BEHAVIOR AND PSYCHOLOGY FROM AN ONLİNE SHOPPING PERSPECTIVE

The study, which was designed on the basis of the psychological reactance theory, examined the reasons and consequences of the increase in customers’ online shopping experiences during the Covid-19 period from a customer-based perspective. In the model created with the idea that the fear of Covid 19 is a reason for the increase in online shopping, the effect of the fear of Covid 19 on online shopping trust has been examined. In addition, the effect of trust in online shopping on the value of the online shopping experience during the Covid 19 process was investigated. Furthermore, considering the increase in customers’ online shopping behaviors, the effects of online shopping experience value on online shopping addiction were tried to be determined. Using the PLS-SEM algorithm, a questionnaire form was applied to 231 participants with the convenience sampling method, and the collected data were analyzed using SEM (structural equation modeling). As a result of the research, it was concluded that the fear of Covid 19 increases the trust in online shopping, and the trust in online shopping affects customer value perceptions (hedonic and utilitarian). Another considerable result of the study is hedonic value, one of the customers’ online shopping value perceptions, affects all dimensions of customer online shopping addiction, but utilitarian value perceptions do not have any effect on the dimensions of online shopping addiction.

Keywords:

Fear of Covid 19, Trust to online shopping, Experience value, Hedonic value, Utilitarian value, Pls-Sem,

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