Covid-19, consumer responses, and impulse buying behavior: Anxiety levels of consumers and the role of traditional and new media

Yasemin Zengin; Burak Çetin; Arzu Yüksel

Makale detayları

Covid-19, consumer responses, and impulse buying behavior: Anxiety levels of consumers and the role of traditional and new media

Yazarlar:

Yasemin Zengin | Burak Çetin | Arzu Yüksel

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Pazarlama Yönetimi | Tüketici Davranışı | Pazarlama (Diğer)

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 3, pp.1343-1367

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001327901

pISSN:

2149-3871

Anahtar kelimeler:

Özet:

 COVID-19 outbreak has psychologically affected consumers in Turkey, and it reflects to consumer behavior. The purpose of the study is to examine the relationship between impulse buying behavior and anxiety levels in the COVID-19 epidemic process and to determine the changes in consumer responses as well as the role of traditional media and social media. The secondary purpose of the study is to determine whether consumers differentiate regarding impulse buying behaviors and anxiety levels on the basis of their socio-demographic characteristics. Online questionnaires were conducted with 776 consumers throughout Turkey. The results revealed that approximately 42 of the consumers bought and stored large amounts of products. Consumers bought products mostly in the fresh food category, as well as in the personal hygiene and household cleaning categories. Consumers preferred brands and intermediaries that they thought were healthy and hygienic. Official statements and TV news were the most important source motivating people to shop beyond normal. It is determined that more than 20 of the consumers followed COVID-19 news from social media groups. It was found that the level of anxiety was higher in young, women, and singles. During the COVID-19 outbreak, there has been a positive correlation between impulse buying behavior and anxiety level.

 COVID-19 outbreak has psychologically affected consumers in Turkey, and it reflects to consumer behavior. The purpose of the study is to examine the relationship between impulse buying behavior and anxiety levels in the COVID-19 epidemic process and to determine the changes in consumer responses as well as the role of traditional media and social media. The secondary purpose of the study is to determine whether consumers differentiate regarding impulse buying behaviors and anxiety levels on the basis of their socio-demographic characteristics. Online questionnaires were conducted with 776 consumers throughout Turkey. The results revealed that approximately 42 of the consumers bought and stored large amounts of products. Consumers bought products mostly in the fresh food category, as well as in the personal hygiene and household cleaning categories. Consumers preferred brands and intermediaries that they thought were healthy and hygienic. Official statements and TV news were the most important source motivating people to shop beyond normal. It is determined that more than 20 of the consumers followed COVID-19 news from social media groups. It was found that the level of anxiety was higher in young, women, and singles. During the COVID-19 outbreak, there has been a positive correlation between impulse buying behavior and anxiety level.

 COVID-19 outbreak has psychologically affected consumers in Turkey, and it reflects to consumer behavior. The purpose of the study is to examine the relationship between impulse buying behavior and anxiety levels in the COVID-19 epidemic process and to determine the changes in consumer responses as well as the role of traditional media and social media. The secondary purpose of the study is to determine whether consumers differentiate regarding impulse buying behaviors and anxiety levels on the basis of their socio-demographic characteristics. Online questionnaires were conducted with 776 consumers throughout Turkey. The results revealed that approximately 42 of the consumers bought and stored large amounts of products. Consumers bought products mostly in the fresh food category, as well as in the personal hygiene and household cleaning categories. Consumers preferred brands and intermediaries that they thought were healthy and hygienic. Official statements and TV news were the most important source motivating people to shop beyond normal. It is determined that more than 20 of the consumers followed COVID-19 news from social media groups. It was found that the level of anxiety was higher in young, women, and singles. During the COVID-19 outbreak, there has been a positive correlation between impulse buying behavior and anxiety level.

 COVİD-19 salgını Türkiyede tüketicileri psikolojik olarak etkilemiş ve tüketici davranışlarına da yansımıştır. Çalışmanın amacı, COVID-19 salgını sürecinde anlık satın alma davranışı ile kaygı düzeyleri arasındaki ilişkiyi incelemek ve tüketici tepkilerindeki değişimlerin yanı sıra geleneksel medya ve sosyal medyanın rolünü belirlemektir. Araştırmanın ikinci amacı ise tüketicilerin sosyo-demografik özelliklerine göre anlık satın alma davranışları ve kaygı düzeyleri açısından farklılaşıp farklılaşmadığını belirlemektir. Türkiye genelinde 776 tüketiciye online anket uygulanmıştır. Sonuçlar tüketicilerin yaklaşık 42sinin büyük miktarlarda ürün satın aldığını ve depoladığını ortaya çıkardı. Tüketiciler en çok taze gıda kategorisinin yanı sıra kişisel hijyen ve ev temizliği kategorilerinde de ürün satın aldı. Tüketiciler sağlıklı ve hijyenik olduğunu düşündükleri marka ve aracıları tercih etti. Resmi açıklamalar ve TV haberleri insanları normalin ötesinde alışveriş yapmaya motive eden en önemli kaynak oldu. Tüketicilerin yüzde 20sinden fazlasının Kovid-19 haberlerini sosyal medya gruplarından takip ettiği belirlendi. Gençlerde, kadınlarda ve bekârlarda kaygı düzeyinin daha yüksek olduğu belirlendi. COVID-19 salgını sırasında anlık satın alma davranışı ile kaygı düzeyi arasında pozitif bir ilişki vardır.

Makale detayları

Covid-19, consumer responses, and impulse buying behavior: Anxiety levels of consumers and the role of traditional and new media

Yazarlar:

Yasemin Zengin | Burak Çetin | Arzu Yüksel

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Pazarlama Yönetimi | Tüketici Davranışı | Pazarlama (Diğer)

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 3, pp.1343-1367

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001327901

pISSN:

2149-3871

Covid 19

Consumer responses

Anxiety

Impulse buying

MediaCovid 19

Tüketici tepkisi

Kaygı bozukluğu

Anlık satın alma

Medya

Sayı

Makale detayları

Yazarlar: Yasemin Zengin | Burak Çetin | Arzu Yüksel

Yayıncı: Nevsehir Haci Bektas Veli University

Ana Başlıklar: Pazarlama Yönetimi | Tüketici Davranışı | Pazarlama (Diğer)

Dergi: Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 3, pp.1343-1367

Belge Tipi: Makale

Yayın Tarihi: 9/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001327901

pISSN: 2149-3871

Sayı

Yazarlar:

Yasemin Zengin | Burak Çetin | Arzu Yüksel

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Pazarlama Yönetimi | Tüketici Davranışı | Pazarlama (Diğer)

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 3, pp.1343-1367

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001327901

pISSN:

2149-3871