Covid-19 küresel salgını ve tüketici davranışları üzerine etkisi
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Tarih
2021
Yazarlar
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Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ÖZET: Covid – 19 virüsü ilk olarak Çin’in Wuhan kentinde 31.12.2019’da görülmüştür. Kısa bir süre içinde Amerika ve Avrupa ülkeleri olmak üzere pek çok ülkede görülen virüs ülkemizde ilk defa 11 Mart 2020 yılında görüldü. Ülkemizde de görüldükten kısa bir süre sonra Dünya Sağlık Örgütü (WHO) salgının küresel bir sağlık sorunu olduğunu duyurdu ve hastalığın artık pandemiye döndüğünü ilan etti. İnsandan insana hızla bulaşan Covid – 19 virüsü dünya genelinde milyonlarca insanda görüldü. Vaka sayılarındaki hızlı artış, ülkelerin bu hususta aldığı önlemler, değişen yaşam koşulları, alışveriş alışkanlıklarındaki değişiklikleri de beraberinde getirdi. Bu çalışma ile Covid – 19 Pandemisinin tüketicilerin alışveriş alışkanlıklarına etkisinin olup olmadığı araştırılmıştır. Alışveriş alışkanlıklarındaki değişikliklerin doğru saptanabilmesi için araştırma yöntemi olarak nitel araştırma yöntemi tercih edilmiştir. Araştırma kapsamında 7 kadın 7 erkek katılımcı ile görüşmeler yapılmıştır. Araştırmada Covid -19 pandemisinin katılımcıların alışveriş ve tüketim alışkanlıklarındaki etkisi çeşitli alt araştırma soruları kapsamında sorgulanmıştır. Bu sorular genel hatlarıyla “tüketilen ürünlerde değişiklik” “tüketilen miktarlarda değişiklik” “stok yapma eğilimi ya da kaçınımı” “alışveriş için tercih edilen kanallar” ve sebeplerini sorgulamaktadır. Araştırmanın bulguları her bir alt araştırma sorusuna ait alt başlıkta değerlendirilmiştir. Araştırma sonuçlarında ülkemizdeki vaka ve vefat sayısının, beraberinde gelen gönüllü karantina, sosyal izolasyon ve sokağa çıkma yasaklarının, hastalıktan korunmak için alınan önlemlerin, hayatımızın bir parçası haline gelen sosyal mesafe algısının tükettiğimiz ürünleri ve miktarını değiştirdiğini göstermektedir. Araştırma ile beraber pandeminin beraberinde maske, dezenfektan, kolonya kullanımında artış yaşanmıştır. Sokağa çıkma yasakları, gönüllü karantina, evden çalışma uygulamaları evde geçirilen zamanı arttırmıştır bu da tüketicilerin ev içi tüketim ürünlerinin alışverişini daha fazla yapmasına sebep olmuştur. Görüşmelerde hem başkaları ile teması azaltarak bulaş riskini minimuma indirmek için hem de pratikliğinden dolayı internet alışverişlerinin eskisinden daha fazla tercih edildiği saptanmıştır. Bununla beraber hastalığın bulaş riskini azaltmak için tercih edilen ödeme yöntemlerinden birinin de temassız kart kullanımı olduğu görülmüştür. Ülkemizde ilk vakanın ilanı ile beraber tüketicilerin koruyucu ekipman ve hijyen malzemelerine yöneldiği tespit edilmiştir. Bununla beraber başka ülkelerdeki kriz yönetimi ya da yönetilememesi hallerinin, sosyal medya kanallarındaki paylaşımların, erişilen bilgilerin toplum psikolojisi üzerindeki etkisiyle beraber panik alışverişleri, stoklu alım yapan tüketicilerin olduğu da görülmektedir. Doğru bilgiye ulaşım ihtiyacı tüketiciyi birbirinden farklı bilgi kaynaklarına yönlendirmekte ve kişilerin kimi zaman satın alımını yaptıkları ürünlerin çeşitlerinde ve miktarlarında da değişik olmasına sebep olmaktadır.
ABSTRACT: Covid - 19 virus was first seen in Wuhan, China on 31.12.2019. The virus, which was seen in many countries, including America and European countries, in a short time, was first seen in our country on March 11, 2020. Shortly after it was seen in our country, the World Health Organization (WHO) announced that the epidemic was a global health problem and the disease was now turning into a pandemic. Covid-19 virus, which is rapidly infected the population, was seen in millions of people worldwide. The rapid increase in the number of cases brought along the measures taken by countries in this regard, changing living conditions and changes in shopping habits. With this study, it was investigated whether the Covid-19 Pandemic had an effect on the shopping habits of the consumers. Qualitative research method was preferred as a research method in order to determine the changes in shopping habits correctly. Interviews were conducted with 7 female and 7 male participants within the scope of the research. In the study, the effect of the Covid -19 pandemic on the shopping and consumption habits of the participants was questioned within the scope of various sub-research questions. These questions generally question "change in consumed products" "change in consumed quantities" "tendency to stock or avoid stocks" "preferred fields for shopping" and its reasons. The findings of the study were evaluated under the subtitle of each subresearch questions. Research results show that the number of cases and deaths in our country, the accompanying voluntary quarantine, social isolation and curfews, the measures taken to protect against the disease, and the perception of social distance that has become a part of our lives change the products and the amount we consume. With the research, there was an increase in the use of masks, disinfectants and cologne along with the pandemic. Curfews, voluntary quarantine, and home-working practices have increased the time spent at home, which has caused consumers to shop more for domestic consumption products. In the interviews, it was determined that internet shopping was preferred more than before both in order to minimize the risk of contamination by reducing contact with others and due to its practicality. However, it has been observed that one of the preferred payment methods to reduce the risk of disease transmission is the use of contactless cards. With the announcement of the first Covid-19 case in our country, it was determined that consumers turned to protective equipment and hygiene materials. On the other hand, it is seen that there are panic shopping and stocked purchasers with the effect of crisis management or inability to manage in other countries, the social media posts, and the information accessed on the social psychology. The need for access to accurate information directs the consumer to different sources of information and sometimes causes differences in the types and quantities of the products that people purchase.
ABSTRACT: Covid - 19 virus was first seen in Wuhan, China on 31.12.2019. The virus, which was seen in many countries, including America and European countries, in a short time, was first seen in our country on March 11, 2020. Shortly after it was seen in our country, the World Health Organization (WHO) announced that the epidemic was a global health problem and the disease was now turning into a pandemic. Covid-19 virus, which is rapidly infected the population, was seen in millions of people worldwide. The rapid increase in the number of cases brought along the measures taken by countries in this regard, changing living conditions and changes in shopping habits. With this study, it was investigated whether the Covid-19 Pandemic had an effect on the shopping habits of the consumers. Qualitative research method was preferred as a research method in order to determine the changes in shopping habits correctly. Interviews were conducted with 7 female and 7 male participants within the scope of the research. In the study, the effect of the Covid -19 pandemic on the shopping and consumption habits of the participants was questioned within the scope of various sub-research questions. These questions generally question "change in consumed products" "change in consumed quantities" "tendency to stock or avoid stocks" "preferred fields for shopping" and its reasons. The findings of the study were evaluated under the subtitle of each subresearch questions. Research results show that the number of cases and deaths in our country, the accompanying voluntary quarantine, social isolation and curfews, the measures taken to protect against the disease, and the perception of social distance that has become a part of our lives change the products and the amount we consume. With the research, there was an increase in the use of masks, disinfectants and cologne along with the pandemic. Curfews, voluntary quarantine, and home-working practices have increased the time spent at home, which has caused consumers to shop more for domestic consumption products. In the interviews, it was determined that internet shopping was preferred more than before both in order to minimize the risk of contamination by reducing contact with others and due to its practicality. However, it has been observed that one of the preferred payment methods to reduce the risk of disease transmission is the use of contactless cards. With the announcement of the first Covid-19 case in our country, it was determined that consumers turned to protective equipment and hygiene materials. On the other hand, it is seen that there are panic shopping and stocked purchasers with the effect of crisis management or inability to manage in other countries, the social media posts, and the information accessed on the social psychology. The need for access to accurate information directs the consumer to different sources of information and sometimes causes differences in the types and quantities of the products that people purchase.
Açıklama
Anahtar Kelimeler
Covid - 19, pandemic, consumption habits, consumer, shopping fields, online purchasing, stock shopping, pandemi, tüketim alışkanlıkları, tüketici, alışveriş kanalları, internetten alım, stoklu alışveriş