THE EFFECT OF CONSUMERS' EMOTIONS OF FEAR DEVELOPING WITH THE PERCEIVED HEALTH THREAT TOWARDS THE COVID-19 ON PROTECTION MOTIVATION AND COPING RESPONSE

Abstract

The aim of this study is to investigate that the effects of threat appeal messages and rising threat perceptions on protection motivation and coping behaviors of consumers in the Covid-19 process. The data of the research were collected by survey technique and convenience sampling method between July 2020 and January 2021 from 545 customers who shopped from a global retail store via physical store, mobile application and website. In the study, exploratory (EFA) and confirmatory factor (CFA) analysis was applied to test the validity and reliability of the scales and to make the correct measurement. In this context, when the most purchased product groups were evaluated in the study, it was determined that rational purchasing tendencies were dominant due to fear and panic feelings. It has been determined that the variables in the research model based on the Protection Motivation Model (PMT) generally have an effect on the protection motivation of consumers.