Yerli üretim algısının algılanan marka değerine ve satın alma niyetine etkisi: Türk menşeili beyaz eşya markaları üzerine bir araştırma

Bu araştırmanın amacı, tüketici etnosentrizmi perspektifinden tüketicilerin yerli üretim algılarının algılanan marka değerine ve satın alma niyetine etkisini incelemektir. Buna ek olarak, araştırmada algılanan marka değerinin tüketicilerin satın alma niyetine etkisini incelemek amaçlanmaktadır. Araştırmanın evrenini, Türk menşeili beyaz eşya markalarını Facebook ve Instagram sosyal medya iletişim platformlarında takip eden tüketiciler oluşturmaktadır. Çevrimiçi anketler yoluyla 615 katılımcıdan elde edilen veriler, Yapısal Eşitlik Modellemesi (AMOS 24.0) kullanılarak analiz edilmiştir. Araştırma sonucunda, tüketicilerin beyaz eşya markalarına ilişkin yerli üretim algılarının satın alma niyetlerini pozitif etkilediği belirlenmiştir. Ayrıca, tüketicilerin Türk menşeili beyaz eşya markalarına ilişkin yerli üretim algılarının algılanan marka değeri bileşenlerinin tüm boyutları üzerinde pozitif bir etkiye sahip olduğu tespit edilmiştir. Dahası, Türk menşeili beyaz eşya markalarına ilişkin marka farkındalığının ve marka sadakatinin tüketicilerin satın alma niyetleri üzerinde anlamlı bir etkiye sahip olduğu saptanmıştır. Bunun aksine Türk menşeili beyaz eşya markalarına ilişkin çağrışımların ve algılanan kalitenin tüketicilerin satın alma niyetleri üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir.

Anahtar Kelimeler:

Yerli Üretim, Marka Değeri, Satın Alma Niyeti, Beyaz Eşya Sektörü

The effect of domestic production perception on perceived brand value and purchase intention: A study on Turkish origin white goods brands

This research aims to examine the effect of consumers' perceptions of domestic production on perceived brand value and purchase intention from the perspective of consumer ethnocentrism. In addition, it is aimed to investigate the effect of perceived brand value on consumers' purchase intention. The research population consists of consumers who follow Turkish-origin white goods brands on Facebook and Instagram social media communication platforms. Data gathered from 615 participants through online surveys were analyzed using Structural Equation Modelling (AMOS 24.0). As a result of the research, it was determined that the domestic production perceptions of consumers regarding white goods brands positively affect their purchasing intentions. In addition, it has been revealed that consumers' perceptions of domestic production of Turkish-origin white goods brands have a positive effect on all dimensions of perceived brand value components. Moreover, the results showed that brand awareness and brand loyalty of Turkish-origin white goods brands have a significant effect on consumers' purchasing intentions. On the contrary, it has been determined that the associations and perceived quality of white goods brands of Turkish origin do not have a significant effect on consumers' purchasing intentions.

Keywords:

Domestic Production, Brand Value, Purchase İntention, White Goods Industry,

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