Mehmet Ali PAYLAN, Cihan ÇETİNKAYA, Eren ÖZCEYLAN, Abdulhamid DABBAA

Tüketici Etnosentrizmi: Suriyeli Göçmenler Üzerinde CEESCALE Ölçeği İle Bir Uygulama

Bu çalışmanın amacı, tüketici etnosentrizminin ölçümü konusunda yeni bir bakış açısı getiren CEESCALE ölçeğinin geçerlik ve güvenilirliğinin test edilmesidir. Pazarlama literatüründe geniş bir uygulama alanı bulan CETSCALE ölçeğini daha bilişsel bir zemine taşımayı amaçlayan CEESCALE ölçeği bu amaçla Suriyeli göçmenler üzerinden seçilen bir örneklem üzerinde test edilmiştir. Çıkan sonuçlara göre CEESCALE ölçeği, bilişsel anlamda tüketici etnosentrizminin ölçülmesi itibariyle kapsayıcı ve güvenilir bir ölçek olarak görünmektedir. Bunun yanında yapılan keşfedici faktör analizi sonucunda Özedönüşlü Etnosentrik (Reflexviness) eğilime ilişkin gözlenen değişkenlerin, orijinal ölçektekinden farklı olarak Toplum Yanlı Olma (Prosocialty) ölçeği altında toplandığı gözlemlenmiştir. Bu sonuçlar ışığında, CEESCALE ölçeğinin faklı örneklemlerin karşılaştırılması veya davranışsal niyetler üzerine etkisinin ölçülmesi yoluyla daha farklı çalışmalara konu olabileceği söylenebilir.

Anahtar Kelimeler:

Anket, CEESCALE, Etnosentirzm, Suriyeli Göçmenler

Consumer Ethnocentrism: An Application of CEESCALE on Syrian Refugees

The purpose of this study is to test the validity and reliability of the CEESCALE scale, which brings a new perspective for the measurement of consumer ethnocentrism. The CEESCALE scale, which aims to carry the CETSCALE scale to a more cognitive level in the marketing literature, is tested on a sample of Syrian migrants for this purpose. According to the results, the CEESCALE scale appears to be a reliable scale for measuring consumer ethnocentrism in the cognitive sense. As a result of the exploratory factor analysis, it is observed that the variables for the Reflexviness tendency are determined under the Prosocialty Scale, unlike the original scale. In the light of these results, it can be said that the CEESCALE scale can be a subject for different studies by comparing different samples or by measuring the effects on behavioral intentions.

Keywords:

Etnosentirzm, CEESCALE, Syrian Refugees, Survey,

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