HOW COVID-19 CHANGED CONSUMER BEHAVIOR TRENDS IN TÜRKİYE?

Abstract

COVID-19 has altered many aspects of daily life, notably impacting shopping methods. This study examines how these changes affect consumer behavior, focusing on norm sensitivity, risk perception, and digital advertising. The purpose of this research is to understand the role of norm sensitivity, risk perception, and digital advertising as mediators in the relationship between COVID-19 and changes in consumer behavior. Qualitative data is collected from online meetings with 41 participants aged between 19 and 52 and it is analyzed by using MAXQDA. The unique aspect of this study is its qualitative approach and having a relatively large sample size compared to typical qualitative studies. The findings indicate higher sensitivity towards online shopping during COVID-19, perceiving traditional face-to-face shopping as risky mostly due to virus transmission, increased trust in digital channels, the undeniable effects of digital advertisements on purchasing, and the importance of making research before shopping. Furthermore, the findings revealed that shopping methods shifted from traditional face-to-face to online shopping during COVID-19 even in the early times of the pandemic. Based on these findings, businesses should prioritize enhancing their online shopping experiences by improving website usability and security measures. They may also implement safety protocols in physical stores to alleviate consumer concerns. Leveraging targeted digital advertising strategies and investing in consumer research can help businesses adapt to evolving consumer preferences and behaviors.