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COVİD-19 Sürecinde Hedonik ve Faydacı Tüketim

Year 2021, Volume: 8 Issue: 1, 23 - 36, 29.01.2021
https://doi.org/10.17680/erciyesiletisim.806374

Abstract

Küreselleşme, iletişim teknolojilerindeki gelişmeler ve yüksek rekabete dayalı pazarlama stratejilerinden dolayı günümüzde tüketici davranışlarını analiz etmek oldukça karmaşık bir hale gelmiştir. Temel olarak baktığımızda tüketici davranışlarını etkileyen en büyük faktörlerin başında; sağladığı fayda, eğlence, tatmin ve haz olduğu söylenebilir. Bu kapsamda dünyadaki yaşam akışını alt üst eden COVID-19 sürecinde tüketici davranışlarını analiz etmek ve bu çerçevede yeni stratejiler geliştirmek firmalar açısından hayati öneme sahiptir. Bu çalışmanın temel amacı hedonik ve faydacı tüketim davranışlarının, yüksek ve düşük COVID-19 korkusuna sahip katılımcılar arasında farklılaşıyor olup olmadığının araştırılmasıdır. Hedonik tüketim davranışları ile ilgili bu zamana kadar yapılan çalışmalarda, hedonik tüketimin sebepleri ve etkileri araştırılmıştır. Çalışmamız hedonik ve faydacı tüketimin COVID-19 korkusu gibi büyük bir kriz perspektifinde araştırılması açısından diğer çalışmalardan ayrılmaktadır. Çalışmada bu amaç doğrultusunda veri toplama yöntemi olarak çevrimiçi anket yöntemi seçilmiş ve 548 (N=548) kişiden oluşan bir örneklem oluşturulmuştur. Araştırma sonucunda; hedonik ile hedonik ve faydacı tüketim davranışlarında, düşük ve yüksek COVID-19 korkusuna sahip katılımcılar arasında istatiksel olarak anlamlı bir fark olduğu belirlenmiştir. Araştırma sonuçları ve sınırlılıkları ilgili literatür perspektifinde tartışılmıştır.

Thanks

3 Eylül 2020 tarihinde Marmara Üniversitesi etik kuruluna başvurusu yapılmış olup kısa bir süre içinde kurul raporunun sonucunun çıkması beklenmektedir. Makaleyi bu hali ile sisteme yükledim en kısa zamanda raporu paylaşıyor olacağım. İyi çalışmalar.

References

  • Altulkari, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services.
  • Arnold, M., & Reynold, K. (2003). Hedonic shopping motivations. Journal of Retailing, 77- 95.
  • Aydın, S. (2010). Hedonik alişverişin cinsiyet, gelir ve yerleşim büyüklüğüne göre farklilaşmasi üzerine bir araştirma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 435-452.
  • Babin, B., Darden, W., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
  • Baker, S., Farrokhnia, R., Meyer, S., Pagel, M., & Yannelis, C. (2020). How does household spending respond to an epidemic? consumption during the 2020 covid-19 pandemic. National Bureau of Economic Research.
  • Baud, D., Oi, X., Nielsen-Saines, K., Musso, D., Pomar, L., & Favre, G. (2020, July). Real estimates of mortality following COVID-19 İnfection. The Lancet Infectious Diseases. Correspondence.
  • Chang, J., & Samuel, N. (2006). Why purchase online? An empirical study of Australian internet shoppers. Studies in Business and Economics, 69-79.
  • Coskun, T., & Marangoz, M. (2019). Hedonik ve faydaci tüketim davranişları ölçeğinin geliştirilmesi: Güvenirlik ve geçerlik çalişmasi. Business and Economics Research Journal, 517-539.
  • Diefenbach, S., & Hassenzahl, M. (2011). The dilemma of the hedonic–appreciated, but hard to justify. Interacting with Computers, 461-472.
  • Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research. Gegez, A. (2015). Pazarlama araştirmalari. İstanbul: Beta Yayınevi.
  • Girard, T., Korgaonkar, P., & Sirverblatt, R. (2003). Relationship of type of product, shopping orientations, and demografics with preference for shopping on the internet. Journal of Busuness and Psychology.
  • Hirschman, E. (1893). Predictors of self-projection, fantasy fulfillment, and escapism. Journal of Social Psychology, 63-76.
  • Hirschman, E., & Holbrook, M. (1982). Hedonic consumption: Emerging concepts. Journal of Marketing., 92–101.
  • Holbrook, M., & Huber, J. (1979). Separating perceptual dimensions from affective overtones: An application to consumer esthetics. Journal of Consumer Research, 272-283.
  • Hopkins, G., & Davashish, P. (1999). A factor analytic study of the sources of meaning on hedonic consumption. European Journal Of Marketing, 273-290.
  • Institute, A. R. (2020). Half of Canadians taking extra precautions as coronavirus continues to Spread Around the Globe. Retrieved from Angus Reid Institute: http://angusreid.org/wpcontent/uploads/2020/02/2020.02.04_Coron avirus.pdf.
  • Jensen, J. (2012). Shopping orientation and online travel shopping: The role of travel experience. International Journal of Tourism Research, 56-70.
  • Katawetawaraks, C., & Wang, C. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 66-74.
  • Khan, U., Dhar, R., & Wertenbroch, K. (2004). A behavioral decision theory perspective on hedonic and utilitarian choice. . Inside Consumption: Consumer Motives, Goals, and Desires,, 144– 165.
  • Lin, C. (2020). Social reaction toward the 2019 novel coronavirus (COVID-19)”. Social Health and Behavior, 11-20.
  • Liu, F., Lim, E., Li, H., Tan, C., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. I57(3), 103199. information & Management.
  • Michael, I. (2006). Motivations for Australian consumers to search and shop online. The Electronic Journal of Business Research Methods, 47-56.
  • Odabaşı, Y. (2013). Tüketim kültürü. İstanbul: Sistem Yayıncılık.
  • Özdemir, Ş., & Yaman, F. (2007). Hedonik alişverişin cinsiyete göre farklilaşmasi üzerine bir araştirma. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 81-91.
  • Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 416-432.
  • Satici, B., Gocet-Tekin, E., Deniz, M., & Satıcı, S. (2020). Adaptation of the fear of COVID-19 scale: Its association with psychological distress and life satisfaction in Turkey. International Journal of Mental Health Addiction.
  • Wang, D., Hu, B., Hu, C., Zhu, F., Liu, X., Zhang, J., & Zhao, Y. (2020). Clinical characteristics of 138 hospitalized patients with 2019 novel coronavirus–infected pneumonia in Wuhan, China. JAMA, 1061-1069.
  • WHO. (2020, Mart 16). Retrieved from COVID-19: https://www.who.int/docs/default-source/

Hedonic and Utilitarian Consumption in COVID-19 Process

Year 2021, Volume: 8 Issue: 1, 23 - 36, 29.01.2021
https://doi.org/10.17680/erciyesiletisim.806374

Abstract

Due to globalization, competitive marketing strategies, and developments in communication technologies, analyzing consumer behaviors becomes much more complicated these days. Fundamentally, the most noteworthy factors that affect consumer behaviors are getting benefits, entertainment, feeling satisfied, and taking pleasure. Analyzing consumer behaviors and developing new strategies becomes crucial for companies during the COVID-19 period that turns daily life upside down. This study aims to investigate if there is a difference between hedonic and utilitarian consumption behaviors of participants who have a high- and low-level fear of COVID-19. The aims of former researches that were carried out up to the present were to find reasons and effects of hedonic consumption. Since this study aims to investigate hedonic and utilitarian consumption from the perspective of COVID-19 fear, which is an ultimate crisis, this study differs from other studies. An online questionnaire is selected as the research method of this study and the sample involves 548 (N=548) individuals. The research showed that there is a statistically significant difference among participants who have a high and low level of COVID-19 fear in terms of hedonic and hedonic and utilitarian consumption behaviors. Research results and limitations are discussed within the context of the literature.

References

  • Altulkari, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services.
  • Arnold, M., & Reynold, K. (2003). Hedonic shopping motivations. Journal of Retailing, 77- 95.
  • Aydın, S. (2010). Hedonik alişverişin cinsiyet, gelir ve yerleşim büyüklüğüne göre farklilaşmasi üzerine bir araştirma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 435-452.
  • Babin, B., Darden, W., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
  • Baker, S., Farrokhnia, R., Meyer, S., Pagel, M., & Yannelis, C. (2020). How does household spending respond to an epidemic? consumption during the 2020 covid-19 pandemic. National Bureau of Economic Research.
  • Baud, D., Oi, X., Nielsen-Saines, K., Musso, D., Pomar, L., & Favre, G. (2020, July). Real estimates of mortality following COVID-19 İnfection. The Lancet Infectious Diseases. Correspondence.
  • Chang, J., & Samuel, N. (2006). Why purchase online? An empirical study of Australian internet shoppers. Studies in Business and Economics, 69-79.
  • Coskun, T., & Marangoz, M. (2019). Hedonik ve faydaci tüketim davranişları ölçeğinin geliştirilmesi: Güvenirlik ve geçerlik çalişmasi. Business and Economics Research Journal, 517-539.
  • Diefenbach, S., & Hassenzahl, M. (2011). The dilemma of the hedonic–appreciated, but hard to justify. Interacting with Computers, 461-472.
  • Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research. Gegez, A. (2015). Pazarlama araştirmalari. İstanbul: Beta Yayınevi.
  • Girard, T., Korgaonkar, P., & Sirverblatt, R. (2003). Relationship of type of product, shopping orientations, and demografics with preference for shopping on the internet. Journal of Busuness and Psychology.
  • Hirschman, E. (1893). Predictors of self-projection, fantasy fulfillment, and escapism. Journal of Social Psychology, 63-76.
  • Hirschman, E., & Holbrook, M. (1982). Hedonic consumption: Emerging concepts. Journal of Marketing., 92–101.
  • Holbrook, M., & Huber, J. (1979). Separating perceptual dimensions from affective overtones: An application to consumer esthetics. Journal of Consumer Research, 272-283.
  • Hopkins, G., & Davashish, P. (1999). A factor analytic study of the sources of meaning on hedonic consumption. European Journal Of Marketing, 273-290.
  • Institute, A. R. (2020). Half of Canadians taking extra precautions as coronavirus continues to Spread Around the Globe. Retrieved from Angus Reid Institute: http://angusreid.org/wpcontent/uploads/2020/02/2020.02.04_Coron avirus.pdf.
  • Jensen, J. (2012). Shopping orientation and online travel shopping: The role of travel experience. International Journal of Tourism Research, 56-70.
  • Katawetawaraks, C., & Wang, C. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 66-74.
  • Khan, U., Dhar, R., & Wertenbroch, K. (2004). A behavioral decision theory perspective on hedonic and utilitarian choice. . Inside Consumption: Consumer Motives, Goals, and Desires,, 144– 165.
  • Lin, C. (2020). Social reaction toward the 2019 novel coronavirus (COVID-19)”. Social Health and Behavior, 11-20.
  • Liu, F., Lim, E., Li, H., Tan, C., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. I57(3), 103199. information & Management.
  • Michael, I. (2006). Motivations for Australian consumers to search and shop online. The Electronic Journal of Business Research Methods, 47-56.
  • Odabaşı, Y. (2013). Tüketim kültürü. İstanbul: Sistem Yayıncılık.
  • Özdemir, Ş., & Yaman, F. (2007). Hedonik alişverişin cinsiyete göre farklilaşmasi üzerine bir araştirma. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 81-91.
  • Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 416-432.
  • Satici, B., Gocet-Tekin, E., Deniz, M., & Satıcı, S. (2020). Adaptation of the fear of COVID-19 scale: Its association with psychological distress and life satisfaction in Turkey. International Journal of Mental Health Addiction.
  • Wang, D., Hu, B., Hu, C., Zhu, F., Liu, X., Zhang, J., & Zhao, Y. (2020). Clinical characteristics of 138 hospitalized patients with 2019 novel coronavirus–infected pneumonia in Wuhan, China. JAMA, 1061-1069.
  • WHO. (2020, Mart 16). Retrieved from COVID-19: https://www.who.int/docs/default-source/
There are 28 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Articles in Foreign Languages
Authors

Merve Çerçi 0000-0002-3638-5243

Murat Seyfi 0000-0002-7188-235X

Publication Date January 29, 2021
Submission Date October 6, 2020
Published in Issue Year 2021 Volume: 8 Issue: 1

Cite

APA Çerçi, M., & Seyfi, M. (2021). Hedonic and Utilitarian Consumption in COVID-19 Process. Erciyes İletişim Dergisi, 8(1), 23-36. https://doi.org/10.17680/erciyesiletisim.806374