COVID-19 pandemisinin tüketicilerin satınalma tutum ve davranışlarına etkileri
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Tekirdağ Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küresel ölçekte sonuçları olan pandemi yaşamın tüm alanlarını etkilediği gibi tüketicilerin satın alma tutum ve davranışlarını da etkilemiştir. Pandeminin etkilerini ve bu etkilerin sonuçlarını anlamak, işletmeler, pazarlamacılar, iş dünyası ve kamu politika yapıcıları için mevcut tüketicileri korumak, yenilerini çekmek, stratejiler ve taktikler uygulamak için hayati önem taşımaktadır. Bu tez çalışmasının amacı Covid-19 pandemisinin tüketicilerin satın alma tutum ve davranışları üzerinde ne tür etkileri olduğunu tespit etmektir. Covid-19 döneminde panik satın alma, online satın alma, tüketici satın alma bu davranışların ölçülmesine yönelik her birinin araştırıldığı çalışmalara rastlanmakla birlikte, hepsinin beraber değerlendirildiği bir çalışmaya rastlanmamaktadır. Tez çalışmasında söz konusu tüketici davranış ve satın alma biçimleri ile pandeminin alışveriş alışkanlıklarına ve kültürüne etkileri arasındaki ilişkiler incelenmiştir. Çalışmada hem pandemide yaygınlaşan satın alma biçimlerinin beraber incelenmiş olması hem de bunların alışveriş alışkanlık ve kültüründe yaşanan etkiler ile geniş kapsamlı olarak araştırılması çalışmayı özgün kılmaktadır. Covid-19 pandemisinin tüketici satın alma davranışlarına etkilerini inceleyen çalışmalarda kullanılan ölçekler incelenmiş ve bu tez çalışmasında kullanılan ölçekler ile benzerlik ve farklılıklar tespit edilmiştir. Çalışmada veri toplama aracı olarak anket formu kullanılmıştır. Anket formu üç bölümden oluşmaktadır. İlk bölümde Covid-19 Pandemisinin tüketicilerin satınalma tutum ve davranışlarına etkilerine ilişkin tüketicilerin tutumlarını ölçmeye yarayan hazır ölçek yer almaktadır. Bu çerçevede öncelikle Türkçe'ye uyarlanan ve 36 maddeden oluşan "bulaşma, tehlike, ekonomik ve sosyal sonuçlar, travmatik stres, yabancılara karşı çekince ve zorunlu kontrol" olmak üzere altı boyuta sahip Covid-19 Stres Ölçeğinden yararlanılmıştır. Daha sonra ise sonra beş maddeden oluşan "online satın alma ölçeğinden", yedi maddeden oluşan "panik satın alma ölçeğinden" ve son olarak 10 maddeden oluşan "tüketici satın alma ölçeğinden" yararlanılmıştır. Anketin ikinci kısmı ise Covid-19'un alışveriş alışkanlık ve kültürüne etkisini belirlemeye ilişkin 12 adet çoktan seçmeli sorudan oluşmaktadır. Bu bölümde ayrıca pandeminin tüketicilerin çeşitli mal ve hizmetleri satın alma tutum ve davranışlarına etkisine tutumlarını belirlemek üzere "arttırdı", "azalttı", "değiştirmedi" şeklinde ölçeklendirilen 42 adet soruya (ifadeye) yer verilmiştir. Son bölümde ise deneklerin demografik özelliklerini tespit etmeye yönelik sekiz adet çoktan seçmeli soru yer almaktadır. Araştırmanın evrenini Türkiye'de Covid-19 pandemi döneminde alışveriş yapan tüketiciler oluşturmaktadır. Bu tez çalışmasında geçerli 1040 adet anket değerlendirilmeye alınmıştır. Anketler yüz yüze ve online ortamda karma yöntemle 2022 yılı Ocak-Nisan ayları arasında toplanmıştır. Analizler Smart-PLS ve SPSS (Statistical Package for Social Sciences) paket programları kullanılarak gerçekleştirilmiştir. İlgili literatür incelemesinde pandemi döneminde panik satın alma, online satın alma, anlık satın alma, stoklama eğilimlerinin yaygınlaşması gibi önemli bulgulara erişilmiştir. Başka bir deyişle Covid-19 pandemi sürecinde online satın alma ve panik satın alma davranışlarının yaygınlaştığı, ayrıca pandeminin stokçuluk, iş ve normal yaşam alanının bulanıklaştığı, mağazaların eve geldiği, teknoloji kullanımının arttığı, bastırılan talepler, yeni hobiler veya yeteneklerin geliştirilmesi gibi sosyal yaşama dair birçok etkisi olduğuna ilişkin ipuçları yakalanmıştır. Tüketiciler daha çok salgın korkusu nedeniyle online alışverişe yönelmiş, online alışverişe konu olan ürün çeşitliliği artmıştır. Pandemi boyunca tüketicilerin sağlıklı gıdalara yönelik talepleri artmış, en çok satın alınan ürünler sırasıyla unlu mamuller, temizlik ve hijyen malzemeleri ve sağlık ürünleri şeklinde tespit edilmiştir. Satın almada etkili olan kriterler ise sırasıyla, fiyat, marka ve deneyimler olarak belirlenmiştir. Araştırma sonuçlarına göre eğitim seviyesi arttıkça Covid-19'un tehlikeli olduğu görüşü de artmaktadır. Gelir ve satın alma gücü azaldıkça yabancılara karşı çekinceler de artmaktadır. Panik satın alma kapsamında fiyat değişkeni en çok önemsenen satın alma kriteridir. Haftada iki kere ve 15 günde bir kere alışveriş mekânlarına giden tüketicilerin panik satın alma eğilimleri daha yüksektir. Pandemide alışverişlerini fiziksel mekânlarda yapan tüketiciler bulaş riskini daha olası görmekte; hastalığa karşı daha kontrolcü olan ve kendini daha fazla travmatik stres altında olduğunu hisseden tüketicilerde konut, ticari araç ve iki tekerlekli motorlu araç satın alma davranışlarının arttığı ortaya çıkmıştır. Pandemide organik ve yöresel ürünlere olan talebi artan tüketicilerin online satın alma eğilimlerinin yüksek olduğu ve hastalığa karşı kontrolcü davrandıkları, ambalajlı ürünleri tercih eden tüketicilerin ise yabancılara karşı çekincelerinin yüksek olduğu tespit edilmiştir. Çalışmadan elde edilen çıkarımlar küresel bir salgın sırasında tüketicilerin panik, online, anlık satın alma davranışları ve değişen alışveriş kültürleri hakkında literatüre katkıda bulunabilir. Çalışmada tüketici davranışlarını etkileyen faktörlerin pandemi sürecinde değerlendirilmesi ve pandeminin neden olduğu durumsal ve duygusal süreçlerin satın alma davranışlarına ne şeklide yansıdığı açıklanmıştır. Bu açıklama ve araştırma çıkarımlarının işletmelerin küresel kriz dönemlerinde tüketici davranışlarını anlama, yorumlama ve hızlı karar alma durumlarına katkı sağlaması olasıdır. Ayrıca kriz dönemlerine ilişkin tüketici satın alma davranışlarını incelemek isteyen araştırmacılar için bu çalışmadaki ölçekler ve ortaya çıkan bulgular ayrı bir bakış açısı sağlayabilir. Bu tür sağlık krizleri dönemlerinde ortaya çıkan tüketici satın alma tutum ve davranışlarına yönelik geliştirilmesi gereken stratejiler konusunda ileriki dönemlerde çalışmalar yapılabilir. Böylece işletmelerin kriz dönemlerinde satış ve pazarlama stratejilerini yenileme konusundaki tutumları ayrı bir çalışma konusu yapılabilir. Pandemi döneminde tüketicilerin satın aldıkları mal ve hizmetlerin tedarik zinciri, dağıtımı ve fiyatlandırılmaları gibi konularda tüketicilerin tutumları incelenebilir. Pandemi dönemlerinde merkezi otoritelerin ve işletmelerin panik ve ani satın almalar karşısında tüketicilere yönelik güven arttırıcı ne tür önlemler alınabileceğine ilişkin çalışmalar yapılabilir. Anahtar Kelimeler: Tutum ölçeği, pandemi, tüketici, satın alma davranışı, panik satın alma, anlık satın alma, online alışveriş, alışveriş alışkanlık ve kültürü, Tekirdağ.
The epidemic, which has global consequences, has had an impact on all facets of society, including consumer attitudes toward and actions related to buying. To maintain current customers, draw in new ones, and adopt plans and tactics, firms, marketers, business leaders, and public politicians must fully comprehend the effects of the epidemic and the repercussions of these effects. The purpose of this thesis is to ascertain the kind of influences the Covid-19 epidemic has on customer attitudes and actions. To measure these behaviors throughout the Covid-19 period, studies on panic buying, internet buying, consumer buying, and consumer buying have been conducted, but no study has evaluated all of these behaviors simultaneously. In this thesis, the connections between these consumer behaviors and buying patterns as well as the pandemic's effects on cultural norms and shopping behaviors were investigated. The study is distinctive in that both the purchase patterns that have spread with the epidemic and their consequences on consumer behavior and culture have been thoroughly investigated. In order to compare and contrast the scales used in this thesis with those used in research looking at how the Covid-19 epidemic affected consumer purchase patterns, the scales used in those studies were investigated. A questionnaire form was used as a data collection tool in the study. The questionnaire consists of three sections. In the first part, there is a ready-made scale to measure the attitudes of consumers regarding the effects of the Covid-19 Pandemic on consumers' purchasing attitudes and behaviors. In this framework, firstly, the Covid-19 Stress Scale, which has been adapted into Turkish and has six dimensions consisting of 36 items, namely "contagion, danger, economic and social consequences, traumatic stress, reservation against strangers and compulsory control", was used. Afterward, the "online buying scale" consisting of five items, the "panic buying scale" consisting of seven items, and finally, the "consumer buying scale" consisting of 10 items were utilized. The second part of the questionnaire consists of 12 multiple-choice questions to determine the impact of Covid-19 on shopping habits and culture. This section also includes 42 questions (statements) scaled as "increased", "decreased", "did not change" to determine consumers' attitudes towards the impact of the pandemic on their attitudes and behaviors towards purchasing various goods and services. In the last section, there are eight multiple-choice questions to determine the demographic characteristics of the subjects. Consumers who were shopping in Turkey during the Covid-19 pandemic comprise the study's population. 1040 authentic questionnaires were examined for this thesis study. Between January and April 2022, the surveys were gathered using a combination of in-person and online approaches. Programs from the SPSS (Statistical Package for Social Sciences) package and Smart-PLS were used to conduct the analyses. Important discoveries were made in the evaluation of the pertinent literature, including widespread stockpiling tendencies, internet shopping, fast purchase, and panic buying during the pandemic. In other words, there are indications that the Covid-19 epidemic has numerous repercussions on social life, including stockpiling, blurring of work and personal life, stores closing their doors, increasing use of technology, repressed demands, and the emergence of new interests or abilities. The dread of the epidemic drove consumers to shop online, and as a result, the range of goods available for purchase online expanded. Consumer demand for nutritious foods grew throughout the pandemic, and bakery goods, cleaning and hygiene products, and health products, in that order, were the most popular items bought. The criteria that were effective in purchasing were determined as price, brand, and experience, respectively. According to the research results, as the level of education increases, the view that Covid-19 is dangerous also increases. As income and purchasing power decrease, reservations against foreigners also increase. Within the scope of panic buying, the price variable is the most important purchasing criterion. Consumers who go to shopping places twice a week and once every 15 days have higher panic buying tendencies. Consumers who do their shopping in physical places during the pandemic see the risk of contagion more likely; consumers who are more controlling against the disease and feel more traumatic stress are more likely to purchase housing, commercial vehicles, and two-wheeled motor vehicles. Consumers whose demand for organic and local products increased during the pandemic were found to have a high tendency to buy online and to be more controlling towards the disease, while consumers who preferred packaged products had high reservations towards strangers. The study's conclusions can add to the body of knowledge on consumers' panic, internet and impulse buying habits, and shifting shopping customs during a pandemic. The study outlined how the variables influencing consumer behavior were assessed throughout the pandemic process and how the situational and emotional changes brought on by the pandemic were mirrored in purchase patterns. These justifications and study ramifications are probably going to help organizations comprehend, interpret, and make quick decisions regarding consumer behavior during times of global problem. Also, the scales and results of this study may offer a new angle for academics looking at consumer purchase patterns during times of economic crisis. The strategies that should be devised for consumer purchasing attitudes and behaviors that emerge during such health emergencies can be the subject of future research. As a result, the attitudes of companies toward updating their sales and marketing strategy during crisis situations can be the subject of a distinct study. Consumer views around topics including the supply chain, distribution, and cost of the goods and services they buy can be studied during the pandemic era. Research can be done to determine what steps businesses and government agencies can take to boost consumer confidence in the face of panic and impulsive purchases during pandemic periods. Keywords: Attitude scale, pandemic, consumer, buying behavior, panic buying, impulse buying, online shopping, shopping habits and culture, Tekirdağ.
The epidemic, which has global consequences, has had an impact on all facets of society, including consumer attitudes toward and actions related to buying. To maintain current customers, draw in new ones, and adopt plans and tactics, firms, marketers, business leaders, and public politicians must fully comprehend the effects of the epidemic and the repercussions of these effects. The purpose of this thesis is to ascertain the kind of influences the Covid-19 epidemic has on customer attitudes and actions. To measure these behaviors throughout the Covid-19 period, studies on panic buying, internet buying, consumer buying, and consumer buying have been conducted, but no study has evaluated all of these behaviors simultaneously. In this thesis, the connections between these consumer behaviors and buying patterns as well as the pandemic's effects on cultural norms and shopping behaviors were investigated. The study is distinctive in that both the purchase patterns that have spread with the epidemic and their consequences on consumer behavior and culture have been thoroughly investigated. In order to compare and contrast the scales used in this thesis with those used in research looking at how the Covid-19 epidemic affected consumer purchase patterns, the scales used in those studies were investigated. A questionnaire form was used as a data collection tool in the study. The questionnaire consists of three sections. In the first part, there is a ready-made scale to measure the attitudes of consumers regarding the effects of the Covid-19 Pandemic on consumers' purchasing attitudes and behaviors. In this framework, firstly, the Covid-19 Stress Scale, which has been adapted into Turkish and has six dimensions consisting of 36 items, namely "contagion, danger, economic and social consequences, traumatic stress, reservation against strangers and compulsory control", was used. Afterward, the "online buying scale" consisting of five items, the "panic buying scale" consisting of seven items, and finally, the "consumer buying scale" consisting of 10 items were utilized. The second part of the questionnaire consists of 12 multiple-choice questions to determine the impact of Covid-19 on shopping habits and culture. This section also includes 42 questions (statements) scaled as "increased", "decreased", "did not change" to determine consumers' attitudes towards the impact of the pandemic on their attitudes and behaviors towards purchasing various goods and services. In the last section, there are eight multiple-choice questions to determine the demographic characteristics of the subjects. Consumers who were shopping in Turkey during the Covid-19 pandemic comprise the study's population. 1040 authentic questionnaires were examined for this thesis study. Between January and April 2022, the surveys were gathered using a combination of in-person and online approaches. Programs from the SPSS (Statistical Package for Social Sciences) package and Smart-PLS were used to conduct the analyses. Important discoveries were made in the evaluation of the pertinent literature, including widespread stockpiling tendencies, internet shopping, fast purchase, and panic buying during the pandemic. In other words, there are indications that the Covid-19 epidemic has numerous repercussions on social life, including stockpiling, blurring of work and personal life, stores closing their doors, increasing use of technology, repressed demands, and the emergence of new interests or abilities. The dread of the epidemic drove consumers to shop online, and as a result, the range of goods available for purchase online expanded. Consumer demand for nutritious foods grew throughout the pandemic, and bakery goods, cleaning and hygiene products, and health products, in that order, were the most popular items bought. The criteria that were effective in purchasing were determined as price, brand, and experience, respectively. According to the research results, as the level of education increases, the view that Covid-19 is dangerous also increases. As income and purchasing power decrease, reservations against foreigners also increase. Within the scope of panic buying, the price variable is the most important purchasing criterion. Consumers who go to shopping places twice a week and once every 15 days have higher panic buying tendencies. Consumers who do their shopping in physical places during the pandemic see the risk of contagion more likely; consumers who are more controlling against the disease and feel more traumatic stress are more likely to purchase housing, commercial vehicles, and two-wheeled motor vehicles. Consumers whose demand for organic and local products increased during the pandemic were found to have a high tendency to buy online and to be more controlling towards the disease, while consumers who preferred packaged products had high reservations towards strangers. The study's conclusions can add to the body of knowledge on consumers' panic, internet and impulse buying habits, and shifting shopping customs during a pandemic. The study outlined how the variables influencing consumer behavior were assessed throughout the pandemic process and how the situational and emotional changes brought on by the pandemic were mirrored in purchase patterns. These justifications and study ramifications are probably going to help organizations comprehend, interpret, and make quick decisions regarding consumer behavior during times of global problem. Also, the scales and results of this study may offer a new angle for academics looking at consumer purchase patterns during times of economic crisis. The strategies that should be devised for consumer purchasing attitudes and behaviors that emerge during such health emergencies can be the subject of future research. As a result, the attitudes of companies toward updating their sales and marketing strategy during crisis situations can be the subject of a distinct study. Consumer views around topics including the supply chain, distribution, and cost of the goods and services they buy can be studied during the pandemic era. Research can be done to determine what steps businesses and government agencies can take to boost consumer confidence in the face of panic and impulsive purchases during pandemic periods. Keywords: Attitude scale, pandemic, consumer, buying behavior, panic buying, impulse buying, online shopping, shopping habits and culture, Tekirdağ.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Pazarlama Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
