TÜKETİCİ ŞÜPHECİLİĞİNDE ETNOSENTRİZM ETKİSİ

Araştırmada, tüketici etnosentrizmi ile tüketici şüpheciliği arasındaki ilişki incelenmiştir. Araştırmada ayrıca etnosentrizm ve şüphecilik eğilimlerinin demografik özelliklere göre farklılık gösterip göstermediği araştırılmıştır. Sivas Cumhuriyet Üniversitesi Gemerek Meslek Yüksekokulu’nda öğrenim gören 189 öğrenci üzerinde gerçekleştirilen araştırmanın verileri anket yöntemi ile toplanmıştır. Araştırmada, frekans analizi, bağımsız örneklem t-testi, tek yönlü varyans, korelasyon ve regresyon analizleri kullanılmıştır. Araştırma sonuçlarına göre, şüphecilik ve etnosentrizm eğilimi cinsiyete göre farklılık göstermezken, şüphecilik eğilimi yaşa göre, etnosentrizm eğilimi ise gelire göre farklılaşmaktadır. Tüketici etnosentrizmi ile tüketici şüpheciliği arasında pozitif yönlü anlamlı bir ilişki mevcut olup ve tüketici etnosentrizmi yükseldikçe tüketici şüpheciliği de yükselmektedir. Araştırma sonuçları, işletmelerin, reklam ile amaçladıkları başarıya ulaşmalarında, reklamı planlaması aşamasında etnosentrizm etkisini dikkate alalarının önemli olduğunu ortaya koymaktadır.

EFFECT OF ETNOSENTRISM IN CONSUMER SKEPTICISM

In this study, the relationship between consumer ethnocentrism and consumer skepticism and whether the trends of ethnocentrism and skepticism differ according to demographic characteristics were investigated. In the research applied to 189 students attending Gemerek Junior Technical College of Sivas Cumhuriyet University, data were collected by survey method. In the study, frequency analysis, independent sample t-test, one-way variance, correlation and regression analysis were used. According to the results of the study, while the tendency to skepticism and ethnocentrism does not change according to gender, the tendency to skepticism varies according to age and ethnocentrism tendency varies according to revenue. There is a significant positive relationship between consumer ethnocentrism and consumer skepticism and the increase in consumer ethnocentrism increases consumer skepticism. The results of the research reveal that it is important for businesses to take into account the effect of ethnocentrism in the planning stage of advertising in achieving their intended success with advertising.

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