SavedAdd your journal

Journals / EGE STRATEJİK ARAŞTIRMALAR DERGİSİ / 2022 / Cilt: 13 - Sayı: 2

THE EFFECT OF CONSUMERS' EMOTIONS OF FEAR DEVELOPING WITH THE PERCEIVED HEALTH THREAT TOWARDS THE COVID-19 ON PROTECTION MOTIVATION AND COPING RESPONSE

TÜKETİCİLERİN COVID-19’A YÖNELİK ALGILANAN SAĞLIK TEHDİDİ İLE GELİŞEN KORKU DUYGULARININ KORUNMA MOTİVASYONU VE BAŞA ÇIKMA DAVRANIŞINA ETKİSİ

Burak DEMİR
Ayla ÖZHAN DEDEOĞLU
Keti VENTURA
Pages
57–78
Publication Date
2022-07-29
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

It has been determined that the variables in the research model based on the Protection Motivation Model (PMT) generally have an effect on the protection motivation of consumers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to investigate that the effects of threat appeal messages and rising threat perceptions on protection motivation and coping behaviors of consumers in the Covid-19 process.
📊
Key Findings & Data:The data of the research were collected by survey technique and convenience sampling method between July 2020 and January 2021 from 545 customers who shopped from a global retail store via physical store, mobile application and website.
💡
Conclusion & Impact:It has been determined that the variables in the research model based on the Protection Motivation Model (PMT) generally have an effect on the protection motivation of consumers.
🔬Design:Survey & Empirical Study
📍Scope:2020 Verileri
⚙️Variables:Coronavirüs · Tehdit ve Korku Çekiciliği · Korku Duygusu

Abstract

The aim of this study is to investigate that the effects of threat appeal messages and rising threat perceptions on protection motivation and coping behaviors of consumers in the Covid-19 process. The data of the research were collected by survey technique and convenience sampling method between July 2020 and January 2021 from 545 customers who shopped from a global retail store via physical store, mobile application and website. In the study, exploratory (EFA) and confirmatory factor (CFA) analysis was applied to test the validity and reliability of the scales and to make the correct measurement. In this context, when the most purchased product groups were evaluated in the study, it was determined that rational purchasing tendencies were dominant due to fear and panic feelings. It has been determined that the variables in the research model based on the Protection Motivation Model (PMT) generally have an effect on the protection motivation of consumers.

Özet

Bu çalışmanın amacı, Covid-19 sürecindeki tehdit çekiciliği mesajları ile yükselen tehdit algılarının tüketicilerin korunma motivasyonları ve başa çıkma davranışlarına etkilerinin araştırılmasıdır. Bir küresel perakende mağazasından (gizlilik gereği “A” olarak adlandırılmıştır) fiziksel mağaza, mobil uygulama ve web sitesi üzerinden alışveriş yapan 545 müşteriden Temmuz 2020-Ocak 2021 arasında anket tekniği ve kolayda örnekleme yöntemi ile veri toplanmıştır. Ölçeklerin geçerliliğini ve güvenirliliğini test etmek ve doğru ölçümünü yapmak için açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. En çok satın alınan ürün grupları değerlendirildiğinde korku ve panik duygularından dolayı rasyonel (faydacı) satın alma eğilimlerinin baskın olduğu tespit edilmiştir. Korunma Motivasyonu Modelini temel alan araştırma modelinde yer alan değişkenlerin genel olarak tüketicilerin korunma motivasyonu üzerinde etkisi olduğu tespit edilmiştir.

🔖

Cite This Article

DEMİR, B., DEDEOĞLU, A. Ö., VENTURA, K. (2022). THE EFFECT OF CONSUMERS' EMOTIONS OF FEAR DEVELOPING WITH THE PERCEIVED HEALTH THREAT TOWARDS THE COVID-19 ON PROTECTION MOTIVATION AND COPING RESPONSE. EGE STRATEJİK ARAŞTIRMALAR DERGİSİ, Cilt: 13 - Sayı: 2, 57–78. https://ajindex.com/articles/661302

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (7)

  1. Abraham, S. C. S., Sheeran, P., Abrams, D. ve Spears, R. (1994). Exploring teenagers’ adaptive and maladaptive thinking in relation to the threat of HIV infection. Psychology and Health, 9, 253-272.
  2. Accenture. (2020). COVID-19 will permanently change consumer behaviour. Available at: https://www.accenture.com/us-en/insights/consumer-goods-services/coronavirus-consumer-behavior-research
  3. Addo, Clement P., Jiaming, F., Kulbo, Bakabbey N. ve Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 1-20. doi: 10.1080/02642069.2020.1751823. Ahmed, R. R., Streimikiene, D., Rolle, J. A., ve Duc, P. A. (2020). The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens. Journal of Competitiveness, 12(3), 5–27. https://doi.org/10.7441/joc.2020.03.01.
  4. Ahorsu, D. K., Lin, Ch. Y., Imani, V., Saffari, M., Griffiths, M. D., ve Pakpour, A. H. (2020). The fear of COVID-19 scale: development and initial validation International Journal of Mental Health and Addiction, 1-9, doi: 10.1007/s11469-020-00270-8 Published online March, 2020.
  5. Anaki D. ve Sergay J. (2021). Predicting health behavior in response to the coronavirus disease (COVID-19): worldwide survey results from early. PLoS One, doi: 10.1371/journal.pone.0244534. Bundesverband E-Commerce und Versandhandel (BEVH). (2020). Corona-Pandemie Führt zu Deutlichem Umsatzverlust im Onlinehandel. Available at: https://www.bevh.org/fileadmin/content/05_presse/Pressemitteilungen_2020/200406__PM_Zahlen_1._Quart al_2020_im_Onlin e-Han-del.pdf, Accessed on 9 April 2020.
  6. Biana, H. T. ve Joaquin, J. J. B. (2020). The ethics of scare: COVID-19 and the Philippines' fear appeals. Public Health, 183, 2-3, doi: 10.1016/j.puhe.2020.04.017. Chang, K. C., Strong, C., Pakpour, A. H., Griffiths, M. D., ve Lin, C. Y. (2020). Factors related to preventive COVID-19 infection behaviors among people with mental illness. Journal of the Formosan Medical Association, 119, 1772–1780, doi: 10.1016/j.jfma.2020.07.032. Cohen, J. E. (1988). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
  7. Cox, D. N., Koster, A. ve Russell, C. G. (2004). Predicting intentions to consume functional foods and supplements to offset memory loss using an adaptation of protection motivation theory. Appetite, 43(1), 55-64, doi: 10.1016/j.appet.2004.02.003. Dannenberg, P., Fuchs, M., Riedler, T. ve Wiedemann