ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD
This study was conducted to measure consumer attitudes towards online retail food shopping and the impact of the Covid-19 pandemic on these attitudes. Therefore, data were collected from 390 volunteers through an online survey in the first half of 2021, when the pandemic was intense. Effects of perc...
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| Format: | Article |
| Language: | English |
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Mehmet Akif Ersoy University
2022-07-01
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| Series: | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
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| Online Access: | https://dergipark.org.tr/en/download/article-file/2348382 |
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| author | Ahmet Buğra Hamşıoğlu Serhat Karaoğlan |
| author_facet | Ahmet Buğra Hamşıoğlu Serhat Karaoğlan |
| author_sort | Ahmet Buğra Hamşıoğlu |
| collection | DOAJ |
| description | This study was conducted to measure consumer attitudes towards online retail food shopping and the impact of the Covid-19 pandemic on these attitudes. Therefore, data were collected from 390 volunteers through an online survey in the first half of 2021, when the pandemic was intense. Effects of perceived convenience, risk, price advantage and trust factors on purchase intention were studied. For this, a structural equation model was performed. Then, the moderator effect of pandemic anxiety was examined. Finally, consumers were grouped according to the number and amount of online shopping. The differences between the means of the groups regarding the factors in the model were examined. According to the results, perceived convenience, price advantage, and trust factors have positive and significant on purchase intention; perceived risk factor has a negative and significant effect. It has been found that pandemic anxiety moderates the relationship between risk and price with purchase intention. It is seen that the light online shoppers differ from the moderate and heavy online shoppers in the convenience, risk and trust perception, and purchase intention. Moderate and heavy online shoppers differ only in the trust factor. There was no statistically significant difference between the three groups regarding perceived price advantage and pandemic anxiety. |
| format | Article |
| id | doaj-art-b562ebafb88541118a4cd58437285c00 |
| institution | Kabale University |
| issn | 2149-1658 |
| language | English |
| publishDate | 2022-07-01 |
| publisher | Mehmet Akif Ersoy University |
| record_format | Article |
| series | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
| spelling | doaj-art-b562ebafb88541118a4cd58437285c002025-01-27T14:02:41ZengMehmet Akif Ersoy UniversityMehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi2149-16582022-07-01921400141910.30798/makuiibf.1097375273ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIODAhmet Buğra Hamşıoğlu0https://orcid.org/0000-0002-4973-8773Serhat Karaoğlan1https://orcid.org/0000-0002-4120-4013BURDUR MEHMET AKİF ERSOY ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜKIRIKKALE ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİThis study was conducted to measure consumer attitudes towards online retail food shopping and the impact of the Covid-19 pandemic on these attitudes. Therefore, data were collected from 390 volunteers through an online survey in the first half of 2021, when the pandemic was intense. Effects of perceived convenience, risk, price advantage and trust factors on purchase intention were studied. For this, a structural equation model was performed. Then, the moderator effect of pandemic anxiety was examined. Finally, consumers were grouped according to the number and amount of online shopping. The differences between the means of the groups regarding the factors in the model were examined. According to the results, perceived convenience, price advantage, and trust factors have positive and significant on purchase intention; perceived risk factor has a negative and significant effect. It has been found that pandemic anxiety moderates the relationship between risk and price with purchase intention. It is seen that the light online shoppers differ from the moderate and heavy online shoppers in the convenience, risk and trust perception, and purchase intention. Moderate and heavy online shoppers differ only in the trust factor. There was no statistically significant difference between the three groups regarding perceived price advantage and pandemic anxiety.https://dergipark.org.tr/en/download/article-file/2348382tüketici davramışıcovid-19gıda alışverişie-ticaretpandemi anksiyetesitüketici davramışı, covid-19, gıda alışverişi, e-ticaret, pandemi anksiyetesiconsumer behaviorcovid-19food shoppinge-commercepandemic anxietyconsumer behavior, covid-19, food shopping, e-commerce, pandemic anxiety |
| spellingShingle | Ahmet Buğra Hamşıoğlu Serhat Karaoğlan ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi tüketici davramışı covid-19 gıda alışverişi e-ticaret pandemi anksiyetesi tüketici davramışı, covid-19, gıda alışverişi, e-ticaret, pandemi anksiyetesi consumer behavior covid-19 food shopping e-commerce pandemic anxiety consumer behavior, covid-19, food shopping, e-commerce, pandemic anxiety |
| title | ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD |
| title_full | ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD |
| title_fullStr | ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD |
| title_full_unstemmed | ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD |
| title_short | ONLINE RETAIL FOOD SHOPPING DURING THE COVID-19 PANDEMIC PERIOD |
| title_sort | online retail food shopping during the covid 19 pandemic period |
| topic | tüketici davramışı covid-19 gıda alışverişi e-ticaret pandemi anksiyetesi tüketici davramışı, covid-19, gıda alışverişi, e-ticaret, pandemi anksiyetesi consumer behavior covid-19 food shopping e-commerce pandemic anxiety consumer behavior, covid-19, food shopping, e-commerce, pandemic anxiety |
| url | https://dergipark.org.tr/en/download/article-file/2348382 |
| work_keys_str_mv | AT ahmetbugrahamsıoglu onlineretailfoodshoppingduringthecovid19pandemicperiod AT serhatkaraoglan onlineretailfoodshoppingduringthecovid19pandemicperiod |