Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü

Bu çalışma, menşe ülke ve tüketici etnosentrizmi kavramlarını irdelemekte ve bu kavramların ilişkisini seçilen örneklemde test etmektedir. Burada amaç, "menşe ülke etkisi" ve "tüketici etnosentrizmi" kavramlarını farklı bir örneklemde test ederek bu kavramların hedef bölgedeki sonuçlarını görmek, uluslar arası ölçek geliştirme ve ortak boyut tespit çalışmalarına da katkı sağlamaktır. Çalışmanın ilk bölümünde menşe ülke etkisi; ikinci bölümünde tüketici etnosentrizmi kavramları ele alınmış, yazından örneklerle geniş biçimde sunulmuştur. Üçüncü bölümde, Çukurova Üniversitesi mensupları üzerinde yapılan uygulama ve bu uygulamanın sonuçları sunulmuştur. Tüketici etnosentrizmi yazınındaki çalışmalarda varılan eğitim düzeyi-etnosentrizm düzeyi ilişkisindeki genel sonucun aksine üniversite mensupları arasında akademisyenlerin, öğrencilerden daha fazla etnosentrik eğilim gösterdikleri bulunmuştur. Etnosentrizm düzeyleri ile demografik değişkenler arasındaki ilişkinin genel literatürü desteklediği görülmüştür. Yani kadınlar, daha yaşlılar, daha düşük gelirliler daha yüksek düzeyde etnosentrik bulunmuştur. Sonuçlar, genel anlamda yazındaki genel beklentileri desteklemekle birlikte, beklenmeyen bazı bulgularla da karşılaşılmıştır.

The role of consumer ethnocentrism and countr y of origin effect on purchase decision

This study examines and tests the relationship between the country of origin and consumer ethnocentrism concepts on the chosen sample. The aim is to evaluate the results of the research on the concepts of "country of origin" and "consumer ethnocentrism" on a different sample and to contribute to the international scale development and conforming dimension studies. In the first part of the study, the country of origin concept; and in the second part, the consumer ethnocentrism concept is examined and presented extensively with examples from related literature. In the third part, the results of the research, that was conducted on the members of Çukurova University, is presented Contrary to the general judgement on the correlation between education level and ethnocentrism level, the academicians have been found to be more ethnocentric than the students. The relations between the levels of ethnocentrism and the demographic characteristics have been found to be supporting the findings in the literature. Namely, the women, the elderly and the lower income consumers have been found to be more ethnocentric. The results generally support the expectations deriving from the literature; however, some unexpected findings were found.

Kaynakça

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Kaynak Göster