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

Mehmet SAĞLAM, (İstanbul Ticaret Üniversitesi, İstanbul, Türkiye)
Emine Başak TAVMAN (Işık Üniversitesi, İstanbul, Türkiye)
Business and Management Studies: An International Journal
11 3
Yıl: 2021 Cilt: 9 Sayı: 2 Sayfa Aralığı: 673 - 693 Metin Dili: Türkçe DOI: 10.15295/bmij.v9i2.1819 İndeks Tarihi: 18-01-2022

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

Öz:
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.
Anahtar Kelime:

The moderator role of perceived susceptibility and severity in relationship perceived threat, anxiety, and impulsive buying in COVID-19 period

Öz:
The global COVID-19 epidemic, which is on the agenda of the whole world, has caused impulsive buying behaviour by triggering fear, panic and uncertainty among billions of people. However, what is the antecedents and moderators of this behaviour is a matter of curiosity. This study has been studied that on the COVID-19 epidemic process in Turkey, the effect of perceived threat (stimuli) on anxiety (organism) and its effects on impulsive buying (response) as based on the framework of the stimulus-organism-response (SOR) paradigm and the Health Belief Model. Additionally, the moderator effects of perceived susceptibility and severity variables on these relationships were investigated. In the study, convenience and snowball sampling methods were used, and the data were collected via an online questionnaire on Google Forms. The study was carried out on 403 participants. SPSS 24 and AMOS 24 programs were used in data analysis. As a result of the study, it was concluded that the perceived threat affected anxiety and that perceived susceptibility and severity had a moderator role in this relationship, and that anxiety had an effect on impulsive buying. Furthermore, that perceived susceptibility and severity had a moderator role in this relationship.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Sağlam M, Tavman E (2021). COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. , 673 - 693. 10.15295/bmij.v9i2.1819
Chicago Sağlam Mehmet,Tavman E. Başak COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. (2021): 673 - 693. 10.15295/bmij.v9i2.1819
MLA Sağlam Mehmet,Tavman E. Başak COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. , 2021, ss.673 - 693. 10.15295/bmij.v9i2.1819
AMA Sağlam M,Tavman E COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. . 2021; 673 - 693. 10.15295/bmij.v9i2.1819
Vancouver Sağlam M,Tavman E COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. . 2021; 673 - 693. 10.15295/bmij.v9i2.1819
IEEE Sağlam M,Tavman E "COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü." , ss.673 - 693, 2021. 10.15295/bmij.v9i2.1819
ISNAD Sağlam, Mehmet - Tavman, E. Başak. "COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü". (2021), 673-693. https://doi.org/10.15295/bmij.v9i2.1819
APA Sağlam M, Tavman E (2021). COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business and Management Studies: An International Journal, 9(2), 673 - 693. 10.15295/bmij.v9i2.1819
Chicago Sağlam Mehmet,Tavman E. Başak COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business and Management Studies: An International Journal 9, no.2 (2021): 673 - 693. 10.15295/bmij.v9i2.1819
MLA Sağlam Mehmet,Tavman E. Başak COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business and Management Studies: An International Journal, vol.9, no.2, 2021, ss.673 - 693. 10.15295/bmij.v9i2.1819
AMA Sağlam M,Tavman E COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business and Management Studies: An International Journal. 2021; 9(2): 673 - 693. 10.15295/bmij.v9i2.1819
Vancouver Sağlam M,Tavman E COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü. Business and Management Studies: An International Journal. 2021; 9(2): 673 - 693. 10.15295/bmij.v9i2.1819
IEEE Sağlam M,Tavman E "COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü." Business and Management Studies: An International Journal, 9, ss.673 - 693, 2021. 10.15295/bmij.v9i2.1819
ISNAD Sağlam, Mehmet - Tavman, E. Başak. "COVID-19 döneminde algılanan tehdit, kaygı ve dürtüsel satın alma ilişkisinde algılanan duyarlılığın ve ciddiyetin moderatör rolü". Business and Management Studies: An International Journal 9/2 (2021), 673-693. https://doi.org/10.15295/bmij.v9i2.1819
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