The effect of COVID 19 on over-consumption and unplanned purchasing behavior

As it can be understood from the relevant literature, during the covid 19 period, consumers have tended more towards personal care products, cleaning, building materials, hobby and healthy life products. Panic purchases in consumers increased, travel and vacation purchases decreased. Consumers'orientation towards online shopping has increased. People have stayed away from purchasing services that require participation in concerts, entertainment, etc. for a while. Participation in nature-oriented activities has increased. It has been revealed that Covid 19 affects the purchasing decision process of consumers, causes changes in purchasing attitudes and behaviors, and acquires different shopping habits and cultures. Covid 19 causes consumers to tend to buy products they do not plan to buy. It is understood that this consumption habit has increased with Covid 19 and triggered the excessive consumption habit. It has been revealed that fear of stock triggers impulse buying. In this study, a two-factor scale was developed, consisting of 4 items for the effect of covid 19 on excessive consumption and 6 items for its effect on unplanned purchases behavior; validity and reliability studies have been carried out and verified. It has been observed that as the level of graduation increases, the participation in the views that Covid 19 has an effect on excessive consumption also increases. It has been revealed that the Covid 19 pandemic causes excessive consumption and/or unplanned purchases in certain products in consumers, and this differs according to certain product groups, payment tools, and shopping frequency. It was determined that the entire developed scale had a reliability coefficient of 0.838. It was determined that the results of the Confirmatory Factor Analysis were suitable in terms of goodness of fit, factor load values, validity and reliability. It is possible to say that the developed scale has the feature of invariance and is suitable for the use of large target masses. There is no item that needs to be reverse coded in the prepared scale. The items will be evaluated over the mean regarding the use of the scale, and the total score will not be evaluated. In order to use the existing scale in the PLS system and to set an example for the researchers, the scale was also tested with the Smart-PLS program, together with the data of 600 people. As a result of the analysis made with the said program; It was determined that the factor load values of the Excessive Consumption dimension were between 0.701 and 0.847, and the factor load values of the unplanned purchaese dimension were between 0.662-0.810. It was determined that the sample was normally distributed, the overconsumption dimension was Cronbach's Alpha= 0.769, rho_A=0.775 CR=0.853, AVE=0.593, the unplanned purchaese dimension was Cronbach's Alpha= 0.822, rho_A=0.848, CR=0.868, AVE=0.525. As a result of the resulting reliability and validity values, it can be said that the scale is valid and reliable. It was determined that there is a correlation of 0.412 between unplanned purchaese and excessive consumption. As a result of the analyzes made, the scale shows a reliable and valid scale feature that can be used in a program.