Cilt 9 Sayı 2 (2021): Business & Management Studies: An International Journal
Makaleler

COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü

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  • Mehmet Sağlam,
  • E. Başak Tavman
Mehmet Sağlam
Dr. Öğr. Üyesi, İstanbul Ticaret Üniversitesi
E. Başak Tavman
Arş. Gör, Işık Üniversitesi
DOI: https://doi.org/10.15295/bmij.v9i2.1819

Yayınlanmış 2021-06-25

Anahtar Kelimeler

  • COVID-19, Algılanan Tehdit, Kaygı, Dürtüsel Satın Alma, Algılanan Duyarlılık, Algılanan Ciddiyet
  • COVID-19, Perceived Threat, Anxiety, Impulsive Buying, Perceived Susceptibility, Perceived Severity

Nasıl Atıf Yapılır

Sağlam, M., & Tavman, E. B. (2021). COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business & Management Studies: An International Journal, 9(2), 673–693. https://doi.org/10.15295/bmij.v9i2.1819

Telif Hakkı (c) 2021 Mehmet Sağlam- E. Başak Tavman

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Tüm dünyanın gündemine oturan küresel COVID-19 salgını milyarlarca insan arasında korku, panik ve belirsizliği tetikleyerek tüketicilerin dürtüsel satın alma davranışı sergilemesine neden olmuştur. Bu davranışın öncüllerinin ve düzenleyicilerinin neler olduğu ise merak konusudur. Bu çalışmada, Türkiye’deki COVID-19 salgını bağlamında uyarıcı-organizma-tepki (S-O-R) Paradigması ve Sağlık İnanç Modeli çerçevesinde, algılanan tehdidin (uyarıcı) kaygı (organizma) üzerindeki etkileri ve kaygının dürtüsel satın alma davranışı (tepki) üzerindeki etkileri incelenmeye çalışılmıştır. Ek olarak, algılanan duyarlılık ve algılanan ciddiyet değişkenlerinin bu ilişkiler üzerindeki düzenleyici etkileri araştırılmıştır. Çalışmada kolayda örnekleme ve kartopu örnekleme yöntemi kullanılmış ve veriler Google Forms üzerinden online anket aracılığıyla toplanmıştır. Çalışma 403 katılımcı üzerinde gerçekleştirilmiştir. Elde edilen verilerin analizinde SPSS 24 ve AMOS 24 programları kullanılmıştır. Araştırma sonucunda, algılanan tehdidin kaygı üzerinde etkisi olduğu ve algılanan duyarlılık ve ciddiyetin bu ilişkide düzenleyici role sahip olduğu, ayrıca kaygının dürtüsel satın alma üzerinde etkisi olduğu ve yine algılanan duyarlılık ve ciddiyetin bu ilişkide düzenleyici role sahip olduğu sonucuna ulaşılmıştır.

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