Ülke İmajının Satın Alma İstekliliği Üzerindeki Etkisinde Tüketici Yakınlığı, ÜrünÜlke İmajı ve Ürün Yargılarının Aracılık Rolü

Amaç – Bu çalışmanın amacı literatürdeki ülke imajı ve satın alma ilişkisi üzerine yer alan çalışmalardan farklı olarak, tüketicilerin zihinlerindeki ülke imajı ve satın alma isteklilikleri arasındaki ilişkiyi biçimlendirebilecek bilişsel ve duygusal unsurların etkisini incelemektir. Bu bağlamda ürün-ülke imajı ve ürün yargılarının yanında, yeni ve sınırlı literatür bilgisinin mevcut olduğu, tüketicilerin yabancı bir ülkeye besleyebileceği olumlu hisler olarak ifade edilen tüketici yakınlığı kavramının etkisinin incelenmesi amaçlanmıştır. Yöntem – Araştırma amacı kapsamında oluşturulan anket formu ile elektronik ortamda, kolayda örnekleme yöntemi kullanılarak katılımcılara ulaşılmıştır. 308 kullanılabilir anket ile elde edilen veriler Kısmi En Küçük Kareler Yol Analizi (PLS-SEM) kullanılarak, SmartPLS 3.2.9 programı aracılığıyla analiz edilmiştir. Bulgular – Araştırma sonucunda insanların zihinlerindeki ülke imajının o ülkeden üretilen ülkelere yönelik imajı, tüketici yakınlığını ve ürün yargılarını etkiledikleri görülmüştür. Ayrıca tüketici yakınlığı ve ürün yargılarının satın alma istekliliği üzerinde pozitif bir etkisi vardır. Bununla birlikte ülke imajı ve satın alma istekliliği arasındaki ilişkide tüketici yakınlığı ve ürün yargılarının aracılık etkisi söz konusudur. Tartışma – Tüketicilerin bir ülkeye dair zihinlerindeki imaj algısı, o ülkeden üretilen ürünlere yönelik inanç ve yargılarını biçimlendirmektedir. Ülke imajı satın alma isteklilikleri üzerinde pozitif bir etkiye sahip olması, pazarlama yöneticileri açısından ilgili stratejilerin üretilen üründen bağımsız, makro unsurların da etkisi altında olduğunun göz önünde bulundurulmasını gerektirmektedir. Ancak bir ülkede üretilen ürünlere yönelik imaj her zaman satın alma kararını biçimlendirmeyebilir. Bu durum ürün kategorilerindeki değişen imaj algısının bir sonucu olabilmektedir. Tüketicilerin bir ülkeye yakınlık hissetmesi, olumlu duygular beslemesi satın alma isteklilikleri üzerinde olumlu bir etkiye sahip olmasına dair bulgular, tüketicilerin kararlarında etkili olan duygusal unsurların anlaşılması açısından önemlidir.

The Mediating Role of Consumer Affinity, Product-Country Image, and Product Judgements in the Impact of Country Image on Willingness to Buy

Purpose – The aim of this study, contrary to the studies in the literature, is to examine the effect of cognitive and emotional factors that can shape the relationship between the country image and the willingness to buy. In this context, it is aimed to examine the effect of the consumer affinity, which is defined as positive feelings that consumers can have in a foreign country, which as a new concept with limited literature knowledge, product-country image and product judgments. Design/methodology/approach – The survey form conducted within the scope of the research was shared electronically, and the participants were reached by using the sampling method. Data obtained with 308 usable questionnaires were analyzed using the Partial Least Squares Path Modeling (PLS-SEM), through the SmartPLS 3.2.9 program. Findings – According to the findings, it was seen that the country image in the minds of people to a specific country affects the image of the products produced from that country, consumer affinity, and product judgments. Besides, consumer affinity and product judgments have a positive effect on willingness to buy. Furthermore, there is a mediating effect of consumer affinity and product judgments on the relationship between the country image and the willingness to buy. Discussion – Consumers' perception of the image in their minds about a specific country shapes their beliefs and judgments about products produced from that country. The fact that the country image has a positive effect on willingness to buy requires that some considerations in terms of marketing managers, which the relevant strategies are independent from the product and their under the influence of macro factors. However, the image for products produced in a country may not always shape the purchase decisions of consumers. This may be a result of the changing image perception in the product categories. Findings that consumers feel close to a country and have positive emotions, and that this situation has a positive effect on their willingness to buy, are essential for understanding the emotional factors that affect consumers' decisions.

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