COVID-19 Riskinin ve Dijital Ortamdaki Olumsuz Görüşlerin Yolcuların Seyahat Kararlarına olan Etkisinin Araştırılması

Pandemi sürecinde, eğer yolcularının içinde bulunduğu psikolojik ortam ağızdan ağıza (WOM) yayılan negatif söylemler gibi bazı faktörlerle birleşirse, havayolu taşımacılığı açısından durum daha yıkıcı sonuçlara yol açabilir. Bu sebeple bu çalışmanın amacı; yolcuların risk-alma davranışının corona tehdidiyle uçma istekliliği arasında bir aracılık rolü oynayıp oynamadığını ve eş zamanlı olarak dijital ortamda negatif ağızdan ağıza yayılan söylemlerin Covid-19 tehdidiyle uçuş sonrası seyahat tutumu arasında düzenleyici rolü olup olmadığının belirlenmesi amacıyla yapılmıştır. Araştırma Likert 5’li, beş adet ölçek kullanılarak çevirim için anket metoduna dayalı olarak gerçekleştirilmiştir. Covid-19 tehdidi, risk-alma, uçma istekliliği, dijital ortamda negatif ağızdan ağıza yayılan söylemler ve pandemi sonrası seyahat tutumu bu ölçeklerdir. Araştırmanın birinci aşamasında, açıklayıcı faktör analiz, güvenirlik analizi, doğrulayıcı faktör analizi ve yol analizi kullanılmıştır. İkinci aşamada ise değişkenlerin aracılık ve düzenleyicilik etkilerinin ölçülmesi için, daha güvenilir olarak kabul edilen, Bootstrap tekniğine dayalı SPSS’in proces-makro analiz modülü kullanılmıştır. Araştırmanın sonucunda, modelde önerilen tüm hipotezler desteklenmiştir. Buna göre yolcuların risk alma eğilimi Covid-19 tehdidiyle uçma istekliliği arasında aracılık rolü oynarken eş zamanlı olarak dijital ortamda negatif ağızdan ağıza yayılan söylemlerin Covid-19 tehdidiyle seyahat sonra davranış arasında düzenleyici rolü oynadığı önemli derecede anlamlı bulunmuştur. Buna ilave olarak, dijital ortamda negatif ağızdan ağıza söylemlerin Covid- 19 tehdidini doğrudan olumsuz bir biçimde etkilediği tespit edilmiştir. Bu nedenle; pazarlama iletişimi ve programlarının firmanın itibarı, tüketicileri olumsuz algılardan korumak için sosyal medyada yayılan negatif ağızdan ağıza yayılan söylemlerle mücadele edecek şekilde ele alınmasını gerektirir. Bunun aksine, şayet pazarlamacılar tüketiciler için daha güvenli bir ortama sağlarlarsa, tüketicilerin havayolu bileti satın alma konusunda daha fazla risk-alma eğilimleri meydana gelecektir.

The Impact on Passenger Travel Decision: The Mediating Role of Risk-Taking and the Moderating Role of Negative eWOM

Purpose: If the current passenger psychological atmosphere is exacerbated by some elements such as negative electronic word-of-mouth (eWOM) during the pandemic, it may lead to destructive decisions taken by air travelers. Therefore, the main purpose of this study is to determine whether risk-taking behavior plays a mediating role between the COVID-19 threat and willingness to fly and whether negative eWOM plays a moderating role between the COVID-19 threat and travel attitude after the pandemic. Design/Methodology/Approach: The study was conducted by an online survey method using 5 five-point Likert scales. These are the COVID-19 threat, risk-taking, willingness to fly, negative electronic word-of-mouth, and travel attitude after the pandemic scales. At the first stage, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and path analysis were performed to analyze model hypotheses. At the second stage, the SPSS PROCESS Macro bootstrap technique, accepted as a more reliable technique, was employed to evaluate the mediating and moderating effects of the variables. Results: As a result, all hypotheses suggested in the model were supported. It was found highly significant that while risk-taking played a mediating role between the COVID-19 threat and willingness to fly, negative eWOM had a significant moderating role between the COVID-19 threat and travel attitude after the pandemic. Furthermore, it was determined that negative eWOM significantly affected the COVID-19 threat. Discussion: Marketing communication and programs need to be challenged by manipulated negative eWOM in social media for managing the firm's reputation and consumer perceptions. In contrast, if marketers can create a more reliable atmosphere for consumers, it will result in risk-taking behavior that stimulates positive purchasing decisions for buying air tickets.

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