Covidomics & covidocial impacts:The relation between consumers’ fear of Covid-19, panic spending and saving behavior

Gul Ekinci
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Gul Ekinci: Social Science Institute, Gaziantep University, Gaziantep, Turkey

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 3, 01-23

Abstract: In this study, the fear created by the Covid-19 global epidemic on consumers (general fear of viruses and fear of activity), spending (cleaning products, preventive health products, fresh and organic food and vitamin/mineral support, clothing, education, home purchasing, vehicle, loan. The relationship between buying, rental, fashion, vacation, travel, entertainment, electronics, home decor/furniture, mobile phone, activity and general) and savings have been tested. For this purpose, in order to test the relationship between fear, saving, and spending during the Covid-19 pandemic process, a Likert-scale online survey link was shared on social networks (Twitter, LinkedIn). The total of 385 surveys was analyzed using Google Form and SPSS program (Anova, Regression). As a result of the analysis, fear (general fear and fear of activity), spending (education, vehicles/cars, monopoly products, and tobacco products, games of chance, home buying and renting, loans, luxury/fashion, games, and toys, vitamins, minerals, and food support, public services, home, and furniture décor, electronic products (including mobile phones) expenditures remained the same, protective healthcare products, cleaning products, fresh and organic food expenditures increased, travel, public transportation expenditures decreased, holiday and entertainment expenditures decreased significantly). In the research, it was determined that 42% of the participants increased their savings by 30.5% slightly, and the amount of savings did not change at all for 27% of the participants. According to the results, as consumers' fear of Covid-19 increases, some spending categories (health products, cleaning products, fresh and organic food spending) and savings rate increase. In addition, it was observed that 90% of the participants canceled their expenses due to Covid-19. As a result of the research, significant relationships were found between the variables of fear, saving, and spending during the Covid-19 pandemic process. Key Words:COVİD-19, Consumer Behavior, Pandemic, Saving Behavior, Spending Behavior, Fear, Panic Spending

Date: 2021
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