Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi

Yıl: 2021 Cilt: 13 Sayı: 3 Sayfa Aralığı: 2256 - 2271 Metin Dili: Türkçe DOI: 10.20491/isarder.2021.1260

Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi

Öz:
Amaç – Bu çalışmanın amacı, COVID-19 salgını sırasında ortaya çıkan algılanan tehdit, algılanan ciddiyetve kendini izole etme niyetinin dürtüsel satın alma üzerindeki etkilerini belirlemektir. Ek olarak, algılananciddiyet ve kendini izole etme niyetinin bu ilişkiler üzerindeki aracılık etkilerini seri aracılık modeliüzerinden tespit etmeyi amaçlamaktadır.Tasarım/Yöntem/Yaklaşım – Veri toplama aracı olarak online anket, örnekleme yöntemi olarak kolayda vekartopu örnekleme kullanılmıştır. 4 Ocak-15 Ocak 2021 tarihleri arasındaki veri toplama sürecinde 403katılımcı verisi elde edilmiştir. Veri analizinde SPSS 24, AMOS 24 ve PROCESS 3.1 makro uzantısıkullanılmıştır. Araştırma modeli, koruma motivasyonu teorisine dayandırılmıştır. Analiz yöntemlerindetanımlayıcı istatistikler, doğrulayıcı faktör analizi, güvenilirlik analizi, geçerlilik analizleri ve seri aracılıkanalizi kullanılmıştır.Bulgular – Araştırma bulgularında, algılanan tehdidin (β=0,283*), algılanan ciddiyetin (β=0,365*) vekendini izole etme niyetinin (β=0,434*) dürtüsel satın alma üzerinde doğrudan etkiye sahip olduğu tespitedilmiştir. Aracılık etkileri (dolaylı etki) değerlendirildiğinde ise algılanan tehdidin dürtüsel satın almaüzerindeki etkisinde algılanan ciddiyetin aracı etkisi olduğu (β=0,246**), kendini izole etme niyetinin aracıetkiye sahip olduğu (β=0,099*), kendini izole etme niyetinin algılanan ciddiyet aracılığıyla birlikte aracıetkiye sahip olduğu (β=0,139**), belirlenmiştir.Tartışma – Araştırma bulguları doğrultusunda dürtüsel satın alma üzerinde en etkili boyut kendini izoleetme niyeti olarak ortaya çıkmıştır. Algılanan tehdidin dürtüsel satın alma üzerindeki etkisinde algılananciddiyetin aracı etkisi daha büyüktür. Kendini izole etme niyetinin aracı etkisi, algılanan ciddiyetin etkisiylebirlikte gerçekleşmesi durumunda artmaktadır. Elde edilen sonuçlar literatürdeki çalışmalarla paralellikgöstermektedir.
Anahtar Kelime:

The Effect of Perceived Severity, Perceived Threat and Self-Isolation Intention on Impulsive Buying in Covid 19 Period: A Serial Mediation Model Analysis

Öz:
Purpose – The purpose of this study is to determine the effects of perceived threat, perceived severity, andself-isolation intention on impulsive buying during the COVID-19 pandemic. Additionally, it aims todetermine the mediating effects of perceived severity and self-isolation intention on these relationshipsthrough the serial mediation model. Design/Method/Approach – Online questionnaire form was used as data collection tool, and convenienceand snowball sampling were used as sampling methods. During the data collection process betweenJanuary 4 and January 15, 2021, data for 403 participants were obtained. SPSS 24, AMOS 24 and PROCESS3.1 macro were used in data analysis. The research model is based on the protection motivation theory.Descriptive statistics, confirmatory factor analysis, reliability/validity analysis and serial mediation analysiswere used in analysis methods. Findings – In the research findings, it was determined that perceived threat (β=0.283*), perceived severity(β=0.365*) and self-isolation intention (β=0.434*) had a direct effect on impulsive buying. When themediation effects (indirect effect) are examined it has been determined that the perceived severity has amediating effect (β=0.246**), self-isolation intention has a mediating effect (β=0.099*) and also self-isolationintention has a mediating effect (β=0.139**) through the perceived severity together in the effect of theperceived threat on impulsive buying. Discussion – In line with the research findings, the most effective dimension on impulsive buying emergedas self-isolation intention. The mediating effect of perceived severity is greater in the effect of perceivedthreat on impulsive buying. The mediating effect of self-isolation intention is increased when it occurs withthe effect of perceived severity. The results obtained are in parallel with the studies in the literature.
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, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi. İşletme Araştırmaları Dergisi, 13(3), 2256 - 2271. 10.20491/isarder.2021.1260
Chicago SAĞLAM Mehmet,TAVMAN Emine Başak Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi. İşletme Araştırmaları Dergisi 13, no.3 (2021): 2256 - 2271. 10.20491/isarder.2021.1260
MLA SAĞLAM Mehmet,TAVMAN Emine Başak Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi. İşletme Araştırmaları Dergisi, vol.13, no.3, 2021, ss.2256 - 2271. 10.20491/isarder.2021.1260
AMA SAĞLAM M,TAVMAN E Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi. İşletme Araştırmaları Dergisi. 2021; 13(3): 2256 - 2271. 10.20491/isarder.2021.1260
Vancouver SAĞLAM M,TAVMAN E Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi. İşletme Araştırmaları Dergisi. 2021; 13(3): 2256 - 2271. 10.20491/isarder.2021.1260
IEEE SAĞLAM M,TAVMAN E "Covid 19 Döneminde Algılanan Tehdit, Algılanan Ciddiyet ve Kendini İzole EtmeNiyetinin Dürtüsel Satın Alma Üzerindeki Etkisi: Bir Seri Aracılık Modeli İncelemesi." İşletme Araştırmaları Dergisi, 13, ss.2256 - 2271, 2021. 10.20491/isarder.2021.1260