Impact of Subjective Norms, Normative Attitudes, and Perceived Behavioral Control on Online Beauty Product Purchases During COVID-19 in the UK

Hakan Satıroglu

Makale detayları

Impact of Subjective Norms, Normative Attitudes, and Perceived Behavioral Control on Online Beauty Product Purchases During COVID-19 in the UK

Yazarlar:

Hakan Satıroglu

Yayıncı:

Kocaeli University

Ana Başlıklar:

İşletme

Dergi:

Kocaeli Üniversitesi Sosyal Bilimler Dergisi Vol.2 Issue 48, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001338466

pISSN:

1302-6658

Anahtar kelimeler:

Özet:

 The UK beauty industry has faced significant changes due to the Covid-19 pandemic, leading to a noticeable shift in consumer buying behavior, with a strong move towards online purchasing. This research examines how the pandemic has impacted consumer behavior in the beauty industry, focusing on the influence of subjective norms, normative attitudes, and perceived behavioral control on online buying decisions during and after the pandemic. An explanatory research approach was used, and data were collected through an online survey of 122 consumers. The findings reveal that these Subjective Norms and Normative Attitudes have nonsignificant impact on closely linked to perceived behavioral control and ultimately on consumers buying intentions for beauty products during the pandemic.

 The UK beauty industry has faced significant changes due to the Covid-19 pandemic, leading to a noticeable shift in consumer buying behavior, with a strong move towards online purchasing. This research examines how the pandemic has impacted consumer behavior in the beauty industry, focusing on the influence of subjective norms, normative attitudes, and perceived behavioral control on online buying decisions during and after the pandemic. An explanatory research approach was used, and data were collected through an online survey of 122 consumers. The findings reveal that these Subjective Norms and Normative Attitudes have nonsignificant impact on closely linked to perceived behavioral control and ultimately on consumers buying intentions for beauty products during the pandemic.

 The UK beauty industry has faced significant changes due to the Covid-19 pandemic, leading to a noticeable shift in consumer buying behavior, with a strong move towards online purchasing. This research examines how the pandemic has impacted consumer behavior in the beauty industry, focusing on the influence of subjective norms, normative attitudes, and perceived behavioral control on online buying decisions during and after the pandemic. An explanatory research approach was used, and data were collected through an online survey of 122 consumers. The findings reveal that these Subjective Norms and Normative Attitudes have nonsignificant impact on closely linked to perceived behavioral control and ultimately on consumers buying intentions for beauty products during the pandemic.

 Birleşik Krallık güzellik endüstrisi, Covid-19 pandemisi nedeniyle önemli değişikliklerle karşı karşıya kalmış ve bu durum, tüketici satın alma davranışlarında belirgin bir kaymaya yol açarak online alışverişe doğru güçlü bir yönelime sebep olmuştur. Bu araştırma, pandeminin güzellik endüstrisindeki tüketici davranışını nasıl etkilediğini incelemekte ve pandemi sırasında ve sonrasında online satın alma kararlarını etkileyen öznel normlar, normatif tutumlar ve algılanan davranışsal kontrolün etkisine odaklanmaktadır. Açıklayıcı bir araştırma yaklaşımı benimsenmiş ve veriler, 122 tüketiciyle-çevrimiçi anketlerle toplanmıştır. Araştırmanın bulguları, bu psikolojik faktörlerin pandemi sürecinde tüketicilerin güzellik ürünleri satın alma niyetleriyle yakından ilişkili olduğunu ortaya koymaktadır.

Makale detayları

Impact of Subjective Norms, Normative Attitudes, and Perceived Behavioral Control on Online Beauty Product Purchases During COVID-19 in the UK

Yazarlar:

Hakan Satıroglu

Yayıncı:

Kocaeli University

Ana Başlıklar:

İşletme

Dergi:

Kocaeli Üniversitesi Sosyal Bilimler Dergisi Vol.2 Issue 48, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001338466

pISSN:

1302-6658

Covid-19

Online Shopping

Consumer Behaviour

SEM

Beaty IndustryGüzellik Sektörü

COVID-19

Online Alışveriş

Tüketici Davranışları

SEM

Sayı

Makale detayları

Yazarlar: Hakan Satıroglu

Yayıncı: Kocaeli University

Ana Başlıklar: İşletme

Dergi: Kocaeli Üniversitesi Sosyal Bilimler Dergisi Vol.2 Issue 48, pp.82-100

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001338466

pISSN: 1302-6658

Sayı

Yazarlar:

Hakan Satıroglu

Yayıncı:

Kocaeli University

Ana Başlıklar:

İşletme

Dergi:

Kocaeli Üniversitesi Sosyal Bilimler Dergisi Vol.2 Issue 48, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001338466

pISSN:

1302-6658