(Consumer Behavior in Aviation Sector in Covid-19 Process)

Abstract

Purpose – The present study aims to determine the effects of fear, which is an emotional motivator in consumer behavior, and expectations on consumers / passengers in the aviation industry during the Covid-19 process. Design/methodology/Approach – Within the scope of the study, the research of the model built on fears, attitudes and expectations during the Covid-19 pandemic process was carried out in two stages. The qualitative questionnaire form in the first stage and the form containing qualitative questions and quantitative statements in the second stage were applied to the participants online. The data obtained in the study were obtained from volunteer participants over the age of 18 and who have traveled by air between September and December 2020 at least once. 278 people participated in the qualitative study in the first phase and 356 in the mixed study in the second phase. Descriptive, reliability analysis, correlation, exploratory and confirmatory factor analysis and structural modeling analysis were performed on the data. Findings – According to the results, it has been determined that the fears of passengers who prefer air transportation during the Covid-19 process have positive effects on their expectations and attitudes. Discussion – The relationship between fears, which are referred to as emotional motivators in consumer behavior, expectations and attitudes for the aviation industry with the Covid-19 process, were empirically examined and the results were discussed.