Research of Consumers' Online Shopping Attitudes and Intentions, Based on Fear of Coronavirus (Covid-19) and Death Anxiety

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Habiboğlu Ö., Çelik Z., Bölükbaşı Y.

3rd International Conference on Innovative Studies of Contemporary Sciences, Tokyo, Japan, 19 - 21 February 2021, pp.464-476

  • Publication Type: Conference Paper / Full Text
  • City: Tokyo
  • Country: Japan
  • Page Numbers: pp.464-476
  • Van Yüzüncü Yıl University Affiliated: Yes


Recently, researchers have shown an increased interest in the impact of the coronavirus (covid19) disease on economic activities. However, few studies have investigated its effects on emotions and consumer behavior. The main aim of this study is to examine the effects of the fear of coronavirus (covid-19) on online shopping attitudes and intentions, as well as death anxiety. This paper analyses two different dimensions of consumer reaction to the coronavirus (covid-19): the emotional reaction and the symptomatic reaction. This research employs a twostage research design. First, it examines the effects of the emotional and the symptomatic reactions (variables) on death anxiety and online shopping attitude. Second, it analyses the effects of death anxiety and online shopping attitude on online shopping intention. This paper also compares different groups using control variables such as age, gender, income, and shopping attitude. Data for this study is based on a snowball sampling of 318 respondents and collected using the online questionnaire. Regression and nonparametric tests (Mann-Whitney U test and Kruskal-Wallis test) are performed using SPSS. The research findings show that 1-) consumers reactions to the coronavirus (covid-19) have a significant and positive effect on death anxiety; 2-) death anxiety has a significant and positive effect on online shopping attitudes; 3-) the attitude towards online shopping has a significant and positive effect on online shopping intention. Also according to the results of the analysis; females' emotional coronavirus (covid-19) reactions are higher than males'. Individuals in the low-income group have more symptomatic coronavirus (covid-19) reactions and death anxiety. Finally, individuals who turned to online shopping during the pandemic period due to coronavirus (covid-19) have lower attitudes and intentions towards online shopping than individuals who have been using online shopping for a longer period. And also the highest income group appears to have more online shopping intentions.