Tüketici Etnosentrizmi ve Tüketici Yenilikçiliği Açısından Yerli Elektrikli Otomobili Satın Alma Niyetleri: Bir Ön Değerlendirme

Amaç: Bu çalışmanın amacı henüz pazarda satışta olmayan yerli elektrikli otomobili (YEO) satin alma niyetlerinin tüketici etnosentrizmi ve tüketici yenilikçiliği açısından değerlendirmektir. Yöntem: Yüz yüze anket yöntemiyle toplanmış 303 gözlemden oluşan veriye, ölçeklerin güvenilirlik ve geçerlilik analizlerinin yanında çoklu doğrulsal regresyon analizi uygulanmıştır. Bulgular: YEO’yu satin alma niyetleri tüketici etnosentrizmi ve tüketici yenilikçiliğinin bir boyutu olan fonksiyonel yenilikçilikten olumlu yönde etkilenmektedir. Sonuç ve Öneriler: YEO’nun pazarlama yönetimine ulusal pazarlama programında, YEO’nun yerli menşeini vurgulaması önerilmektedir. Buna ek olarak, yenilikçi tüketicileri çekmek için sembolik özelliklerden daha ziyade işlevsel özellikler öne çıkarılmalıdır. Özgün Değer: Bu çalışmada, tüketici etnosentrizmi ve yenilikleri benimsemede farklı motivasyonların YEO’yu nasıl etkileyebileceği görgül olarak test edilmiştir.

Purchase Intentions of Turkish Electric Vehicle in Perspectives of Consumer Ethnocentrism and Consumer Innovativeness: A Pre-assessment

Purpose: This paper aims to assess the purchase intentions of forthcoming Turkish electric vehicle (TEV), in the context of consumer ethnocentrism and consumer innovativeness. Methodology: Multiple linear regression analysis was applied to data consisting of 303 observations acquired through a face-to-face survey along with the reliability and validity analyses of the utilized scales. Findings: Purchase intentions of TEV were found to be affected positively by consumer ethnocentrism and functional innovativeness, which is one of the four dimensions of consumer innovativeness. Practical Implications: We propose that the marketing management of TEV emphasizes the domestic origin of TEV in its national marketing program, and functional attributes be put forward over symbolic attributes to attract innovative consumers. Originality: In this paper, we empirically tested how consumer ethnocentrism and various motivations to adopt innovations can influence the purchase intentions of TEV.

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