Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

COVID-19 SÜRECİNDE PANİK ALIM VE MAĞAZA İÇİ İSTİFÇİLİĞİ: KITLIK PRENSİBİ TEMELİNDE BİR DEĞERLENDİRME

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  • Dilaysu ÇINAR
Dilaysu ÇINAR
Dr. Öğr. Üyesi, Beykent Üniversitesi

Yayınlanmış 25.12.2020

Anahtar Kelimeler

  • Consumer Behaviour, Panic Buying, In-Store Hoarding
  • Tüketici Davranışı Panik Alım Mağaza İçi İstifçiliği

Nasıl Atıf Yapılır

COVID-19 SÜRECİNDE PANİK ALIM VE MAĞAZA İÇİ İSTİFÇİLİĞİ: KITLIK PRENSİBİ TEMELİNDE BİR DEĞERLENDİRME. (2020). Business & Management Studies: An International Journal, 8(5), 3867-3890. https://doi.org/10.15295/bmij.v8i5.1616

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

COVID-19 SÜRECİNDE PANİK ALIM VE MAĞAZA İÇİ İSTİFÇİLİĞİ: KITLIK PRENSİBİ TEMELİNDE BİR DEĞERLENDİRME. (2020). Business & Management Studies: An International Journal, 8(5), 3867-3890. https://doi.org/10.15295/bmij.v8i5.1616

Öz

Bu çalışmada temel amaç, COVID-19 döneminde tüketicide oluşan kıtlık algısının panik alım ve mağaza içi istifçiliği üzerinde bir etkisinin olup olmadığını irdelemektir. Ek olarak, rekabet, hedonik alışveriş motivasyonu ve benzersizlik ihtiyacı değişkenlerinin bahsi geçen ilişki üzerinde etkileşim etkisinin var olup olmadığını ortaya koymak çalışmanın bir diğer amacını oluşturmaktadır. Çalışmada son olarak, demografik değişkenlere göre yukarıda bahsi geçen faktörlerin anlamlı bir şekilde farklılaşıp farklılaşmadığı ortaya konulmaya çalışılmıştır. Çalışmada bu amaçla online anket yapılmış ve 687 katılımcı ankete katılmıştır. Çalışma sonucunda, tüketicide ortaya çıkan kıtlık algısının tüketicin panik alım ve mağaza içi istifçiliği davranışı üzerinde anlamlı bir etkisinin var olduğu gözlemlenmiştir. Ek olarak, hedonik alışveriş motivasyonu, rekabetçilik düzeyi ve benzersizlik ihtiyacı yüksek olan kişilerin kıtlık durumunda daha çok panik alımla hareket ettiği ve mağaza içi istifçiliğine daha çok yöneldiği ortaya konulmuştur. Son olarak, çalışmada yer alan her bir demografik değişkenin bağımlı değişkenlerin büyük bir çoğunluğu üzerinde farklılaştığı gözlemlenmiştir.

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