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Covid-19 Pandemisi Sürecinde Tüketicilerin Satın Alma Davranışlarındaki Değişimlerin İncelenmesi

Year 2023, Volume: 7 Issue: 2, 1212 - 1238, 25.05.2023
https://doi.org/10.25295/fsecon.1206181

Abstract

2019 yılı Aralık ayında ilk defa Çin’in Wuhan kentinde tespit edilen ve çok kısa bir zaman zarfında bütün dünyaya yayılan Covid-19 salgını, ortaya çıkardığı sonuçlar itibariyle insan yaşamının her alanını derinden etkilemiştir. Pandemi, insanların satın alma davranışlarında da değişikliklerin ortaya çıkmasına neden olmuştur. Endişe ve kıtlık korkusu ile hareket eden tüketiciler, olağan dışı şekilde normal şartlarda satın aldıkları mal miktarlarından çok daha fazla miktarlarda satın alma eylemi gerçekleştirmiş, stokların tükenmesine ve tedarik zincirinde bozulmaların ortaya çıkmasına neden olmuşlardır. Genellikle kriz dönemlerinde görülen bu tip satın alma davranışı, literatürde panik satın alma davranışı olarak nitelendirilmektedir. Bu çalışmanın amacı, kriz dönemlerinden biri olarak görülen Covid-19 salgını sürecinde tüketicilerin satın alma davranışlarında meydana gelen değişimlerin incelenmesidir. Araştırma için ihtiyaç duyulan veriler, hazırlanmış olan çevrimiçi anket formu aracılığıyla ve 318 deneğin katılım göstermesi ile elde edilmiştir. Toplanan verilerle, oluşturulmuş olan araştırma modelinin doğrulanması ve öne sürülen hipotezlerin test edilmesi maksadıyla açıklayıcı faktör analizleri ve doğrulayıcı faktör analizleri yapılmış, araştırma modelinin test edilmesi amacıyla da yapısal eşitlik modeli kullanılmıştır. Araştırmadan elde edilen bulgulara göre; algılanan kıtlığın, endişe ve panik satın alma davranışı üzerinde etkisinin bulunduğu belirlenmiştir. Ayrıca yapılan analizler sonucunda, endişe veya kaygı duygusunun ise panik satın alma davranışı üzerinde etkisinin bulunduğu görülmüştür.

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Exploration of Changes in Consumers' Purchasing Behaviors in the Covid-19 Pandemic Process

Year 2023, Volume: 7 Issue: 2, 1212 - 1238, 25.05.2023
https://doi.org/10.25295/fsecon.1206181

Abstract

The Covid-19 epidemic, which was detected for the first time in Wuhan, China in December 2019 and spread all over the world in a very short time, has deeply affected all areas of human life due to its results. The pandemic has also caused changes in people's purchasing behaviors. Consumers, acting with anxiety and fear of scarcity, have unusually made purchases in quantities much higher than the amount of goods they purchase under normal conditions, causing depletion of stocks and disruptions in the supply chain. This type of buying behavior, which is generally seen in crisis periods, is described as panic buying behavior in the literature. The aim of this study is to examine the changes in the purchasing behavior of consumers during the Covid-19 epidemic, which is seen as one of the crisis periods. The data needed for the research were obtained through the online questionnaire and the participation of 318 subjects. With the collected data, explanatory factor analyzes and confirmatory factor analyzes were performed in order to verify the research model that was created and to test the hypotheses put forward, and the structural equation model was used to test the research model. According to the findings obtained from the research; It was determined that perceived scarcity had an effect on anxiety and panic buying behavior. In addition, as a result of the analyzes made, it was seen that the feeling of anxiety had an effect on the panic buying behavior.

References

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  • Altunışık, R., Özdemir, Ş. & Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetimi. İstanbul: Beta.
  • Arafat, S. M. Y., Kar, S. K., Marthoenis, M., Sharma, P., HoqueApu, E. & Kabir, R. (2020a). Psychological Underpinning of Panic Buying During Pandemic (COVID-19). Psychiatry Research, 289, Article 103061.
  • Arafat, S. M. Y., Kar, S. K., Menon, V., Kaliamoorthy, C., Mukherjee, S., Mohamed, A. A., Sharma, P., Marthoenis, M. & Kabir, R. (2020b). Panic Buying: An Insight from The Content Analysis of Media Reports During COVID-19 Pandemic. Neurology, Psychiatry and Brain Research, 37, 100-103, ISSN 0941-9500, https://doi.org/10.1016/j.npbr.2020.07.002.
  • Arafat, S. M. Y., Kar, S. K. & Kabir, R. (2021). Panic Buying and Environmental Disasters. Cham, Switzerland, Springer. https://doi.org/10.1007/978-3-031-10278-3.
  • Aydınlıoğlu, Ö. & Tamer Gencer, Z. (2020). Let Me Buy Before I Die! A Study on Consumers’ Panic Buying Behaviours During the Covid-19 Pandemic. Turkish Studies, 15(6), 139-154. https://dx.doi.org/10.7827/turkishstudies.45454.
  • Basit, A., Maroof, L. & Aslam, A. (2022). Evaluating Pandemic Led Panic Buying in Retail Sector of Pakistan. NUST Business Review, 3(2), 1-19. https://nbr.nust.edu.pk/volume-3-issue-2/article1.
  • Bentall, R.P., Lloyd, A., Bennett, K., McKay, R., Mason, L., Murphy, J., McBride, O., Hartman, T. K., Gibson-Miller, J., Levita, L., Martinez, A. P., Stocks, T. V. A., Butter, S., Vallieres, F., Hyland, P., Karatzias, T. & Shevlin, M. (2021). Pandemic Buying: Testing a Psychological Model of Over-Purchasing and Panic Buying Using Data from the United Kingdom and the Republic of Ireland During the Early Phase of the COVID-19 Pandemic. PLoS ONE 16(1), e0246339. https://doi.org/10.1371/journal.pone.0246339
  • Besson, E. K. (2020). COVID-19 (Coronavirus): Panic Buying and Its Impact on Global Health Supply Chains. https://blogs.worldbank.org/health/covid-19-coronavirus-panic-buying-and-itsimpact-global-health-supply-chains, Accessed: 14.06.2020.
  • Billore, S. & Anisimova, T. (2021) Panic Buying Research: A Systematic Literature Review and Future Research Agenda. International Journal of Consumer Studies, 45(4), 777-804. https://doi.org/10.1111/ijcs.12669
  • Byun, S.-E. & Sternquist, B. (2011). Fast Fashion and In-Store Hoarding: The Drivers, Moderator, and Consequences. Clothing and Textiles Research Journal, 29(3), 187–201. https://doi.org/10.1177/0887302X11411709
  • Chen, T., Jin, Y., Yang, J. & Cong, G. (2022). Identifying Emergence Process of Group Panic Buying Behavior Under The COVID-19 Pandemic. Journal of Retailing and Consumer Services, 67, 102970, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2022.102970
  • Chronopoulos, D. K., Lukas, M. & Wilson, J. O. (2020). Consumer Spending Responses to the COVID-19 Pandemic: An Assessment of Great Britain. https://ssrn.com/abstr act=3586723 or http://dx.doi.org/10.2139/ssrn.3586723
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There are 74 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Coşkun Erkan 0000-0002-8673-7155

Umut Erkuş 0000-0002-6708-5104

Abdülkadir Öztürk 0000-0002-1855-8892

Publication Date May 25, 2023
Published in Issue Year 2023 Volume: 7 Issue: 2

Cite

APA Erkan, C., Erkuş, U., & Öztürk, A. (2023). Covid-19 Pandemisi Sürecinde Tüketicilerin Satın Alma Davranışlarındaki Değişimlerin İncelenmesi. Fiscaoeconomia, 7(2), 1212-1238. https://doi.org/10.25295/fsecon.1206181

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