SAĞLIK UYARI ETİKETİNİN, ALGILANAN KALİTE, ALGILANAN SAĞLIK RİSKİ VE SATIN ALMA EĞİLİMİNE ETKİSİ: ANKARA’DA BİR ARAŞTIRMA

Sağlık uyarı etiketleri, son zamanlarda bilinçlenen tüketiciye ürünle ilgili mesajları iletmede ve onları etkilemek amacıyla kullanılan yöntemlerden biridir. Sağlık uyarı etiketleriyle ilgili işletme kararlarının etkinliği, bunların tüketiciler üzerindeki etkilerinin bilinmesiyle mümkündür. Bu çalışmada, sağlık uyarı etiketlerinin tüketilerin algılanan kalite, algılanan sağlık riski ve satın alma eğilimine etkileri incelenmektedir. Bunların yanında, sağlık uyarı etiketlerinin, algılanan kalite ve algılanan sağlık riskinin satın alma eğilimi üzerindeki etkisinde düzenleyicilik rolü de araştırılmaktadır. Kısaca araştırmada “Sağlık uyarı etiketleri, tüketicinin algıladığı sağık riski, algıladığı kaliteyi ve satın alma eğilimini etkilemekte midir?” ana sorusu yanıtlanmaya çalışılmaktadır. Araştırmada, öncelikle sağlık uyarı etiketlerinin tüketiciye etkileriyle ilgili gerçekleştirilen araştırmalar incelenmekte ve sağlık uyarı etiketlerinin tüketicinin algıladığı kalite, algıladığı sağlık riski ve satın alma eğilimine etkisi, krem çikolata ürünü bakımından irdelenmektedir. Araştırma kapsamında kolayda örnekleme yöntemiyle 300 tüketiciden veri toplanmaktadır. Elde edilen veriler analiz edilmekte ve sonuçlar yorumlanmaktadır. Araştırma sonuçlarına göre; olumsuz sağlık uyarı etiketinin krem çikolata ürünüyle ilgili algılanan sağlık riskini artırdığı tespit edilmiştir. Diğer taraftan olumsuz sağlık uyarı etiketinin satın alma eğilimini etkilemediği ve olumlu sağlık uyarı etiketinin satın alma eğilimini artırdığı tespit edilmiştir. Bunların yanında; olumsuz sağlık uyarı etiketinin, algılanan sağlık riskinin satın alma eğilimi üzerindeki etkisinde ve olumlu sağlık uyarı etiketinin, algılanan kalitenin satın alma eğilimi üzerindeki etkisinde düzenleyici rol üstlendiği görülmüştür.

THE EFFECT OF HEALTH WARNING LABEL ON PERCEIVED QUALITY, PERCEIVED HEALTH RISK AND PURCHASING TENDENCY: A RESEARCH IN ANKARA

Health warning labels are one of the methods used to convey the messages about the product and influence consumers who has become conscious. The effectiveness of decisions about health warning labels is only possible if their impact on consumers is known. This study investigates the effects of health warning labels on consumers’ perceived quality, perceived health risk and purchasing tendency. In addition to these, the moderating role of the health warning label in the effect of perceived quality and perceived health risk on purchasing tendency is examined. In short, the main question of “Do health warning labels affect consumer perceived health risk, perceived quality and purchasing tendency?” is tried to be answered. In the research, firstly, the studies carried out on the effects of health warning labels on the consumers are examined and the effect of health warning labels on consumer perceived quality, perceived health risk and purchasing tendency is examined in terms of cream chocolate product. Within the scope of the research, data is collected from 300 consumers by convenience sampling method. The data obtained are analyzed and the results are interpreted. According to the results of the research; the negative health warning label was found to increase the perceived health risk associated with the cream chocolate product. On the other hand, negative healt warning label did not affect purchasing tendency and positive health warning label increased purchasing tendency. Besides these; the negative health warning label has a moderating role in the effect of perceived health risk on the purchasing tendency and the positive health warning label has an moderating effect on the effect of perceived quality on purchasing tendency.

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