Tüketici Yakınlığının Ulus Merkezcilik ve Yabancı Ürün Satın Alma Niyeti İlişkisindeki Rolü

Amaç – Bu çalışmanın amacı, tüketici ulus merkezciliğinin yabancı ürün satın alma niyeti üzerindeki etkisinin tüketici yakınlığına göre farklılaşıp farklılaşmadığının araştırılmasıdır. Yöntem – Çalışma, kantitatif tanımlayıcı bir çalışmadır. Veri toplama aşamasında öncelikle, bir ön çalışma ile tüketicilerin yakınlık duyduğu ülke belirlenmiştir. Sonrasında 314 katılımcıdan elde edilen veriye çoklu grup yol analizi uygulanmıştır. Bulgular – Çalışmanın bulgularına göre, tüketicinin ulus merkezciliği duygusal destek, bilinç ve alışkanlık olmak üzere 3 boyuttan oluşmaktadır. Analiz sonuçlarına göre, belirli bir ülkeye yakınlık düzeyi düşük olan tüketicilerde duygusal destek ve alışkanlık alt boyutları yakınlık duyulan ülke ürünlerini satın alma niyetini olumsuz etkilemektedir. Buna karşılık, belirli bir ülkeye yakınlık düzeyi yüksek olan tüketicilerde bilinç alt boyutu yakınlık duyulan ülke ürünlerini satın alma niyetini olumsuz etkilemektedir. Tartışma – Tüketici ulus merkezciliğin alt boyutlarının satın alma niyeti üzerindeki etkileri tüketici yakınlık düzeyine göre farklılaşmaktadır. Örneklem kapsamındaki tüketiciler için ulus merkezci eğilimlerin olumsuz etkisinin duygular ve alışkanlıklar sonucu oluştuğu belirtilebilir.

The Role of Consumer Affinity on the Relationship Between Ethnocentrism and Foreign Product Purchase Intention

Purpose – The purpose of this study is to investigate whether the effect of consumer ethnocentrism on the intention to purchase foreign products differs based on consumer affinity. Design/methodology/approach – This is study is a descriptive and quantitative study. The data is gathered via a two-step process. At first, a pilot study was conducted to identify the affinity country. Afterward, multi-group path analysis was applied to the data gathered from 314 participants. Findings – The study shows that consumer ethnocentrism consists of three dimensions, emotional support, cognition, and habituation. For consumers who have a lower affinity for a specific country, emotional support and habituation have significant negative effects on intention to buy the products of that country. On the other hand, for consumers who have a higher affinity for a specific country, cognition has a significant negative effect on the intention to buy the products of that country. Discussion – The effects of these dimensions vary based on the level of consumer affinity. It can be stated that for the sample consumer ethnocentrism is the result of emotions and habits.

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