Covid-19 Korkusunun Online Alışveriş Tutumu ve Satın Alma Niyetine Etkisinde Ölüm Kaygısının Aracılık Rolü

Abstract

Individuals have experienced increased death anxiety as a result of the Covid-19 pandemic's closure processes, isolation, social distance, and an increasing number of cases and mortality rates. The fear that one's life is coming to an end is referred to as death anxiety. In this study, it was tried to test the mediating role of death anxiety in the effect of fear of Covid-19 on online shopping attitude and purchase intention. An online survey with 305 individuals having online buying experience was undertaken for this aim. Participants were reached using the list-based sampling method. Many different statistical analyzes were used to analyze the obtained data. The scales' construct validity was determined using factor analysis, and their reliability was determined using reliability analysis. Simple linear regression analysis was used to test the research hypotheses, and process macro analysis was used to test the mediation roles. According to the results of the analysis, it was found that the fear of Covid-19 had a positive and significant effect on death anxiety. Death anxiety has been shown to have a positive and significant impact on internet shopping attitude and intention. It was concluded that death anxiety had a mediating role in the effect of fear of Covid-19 on online shopping attitude and online shopping intention. As a result, it has been determined that the fear of Covid-19 and death anxiety have a mediating role in affecting consumers' online shopping attitudes and intentions. These findings are expected to benefit both new studies in the literature and practitioners.