Tüketici Boykot Etkinliği Üzerinde Materyalizm Etki Alanları ve Algılanan Risk Etkisi

Ürün ve hizmet pazarları küresel bir yapıya büründükçe şirketler arası rekabet daha da yoğunlaşmaktadır. Şirketlerin başarısı tüketicilerin ihtiyaç ve beklentilerinden etkilenmektedir. Başarılı bir şekilde rekabet edebilmek için şirketler bu tüketici beklentileri karşılamalı ya da bunları aşmalıdır. Bunun yanı sıra tüketicilerin boykot davranışını anlamak şirketlerin rekabet avantajı yaratmasının ayrılmaz bir parçası haline gelmiştir. Tüketici boykotu son yıllarda akademisyen ve uygulayıcılar açısından artan bir endişe konusu olmasına rağmen, bugüne kadar tüketici davranış literatürü, tüketici boykot etkinliğini etkileyen faktörlerin anlaşılmasında çok az yardımcı olmaktadır. İyi yönetim, yalnızca tüketicilerin satın alma davranışının daha net bir şekilde anlaşılmasını değil, aynı zamanda boykot etme davranışının ve nasıl azaltılacağının anlaşılmasını da gerektirir. Bu çalışma boykot davranışı hakkındaki bilgileri artırmak için tüketicilerin boykot etkinliği, algılanan risk, ve materyalizmin başarı, merkezcilik, mutluluk alanları arasındaki ilişkiyi incelemektedir. Sonuçlar algılanın risk artışının boykot etkinliğinde bir artışa yol açtığını ve boykot etkinliği ile materyalizmin merkezileşme alanı arasında negatif bir ilişki olduğunu göstermektedir.

Anahtar Kelimeler:

Boykot etkinliği, Algılanan risk, Materyalizm

Materialism Domains and Perceived Risk Effects on Consumer Boycott Effectiveness

As markets for goods and services become global, competition among companies becomes more intense. Companies’ success is strongly influenced by consumer needs and expectations. To successfully compete, firms must meet or exceed these expectations. In addition to that understanding consumers’ boycotting behavior has emerged as an integral part of firms’ competitive advantage building. Even though consumer boycott has become a subject of increasing concern in recent years, to academics and practitioners, to date, consumer behavior literature provides little help in understanding the factors affecting consumer boycott effectiveness. Good management requires not only a clearer understanding of the consumers’ purchase behavior, but also an understanding of boycotting behavior and how it may be reduced. In order to expand the knowledge on boycotting behavior, this study examines the relationship between consumers’ boycotting effectiveness and perceived risk, and success, centrality, happiness domains of materialism. The results show that an increase in perceived risk leads to an increase in boycotting effectiveness and there is a negative correlation between boycotting effectiveness and centrality domain of materialism.

Keywords:

Boycott effectiveness, Perceived risk, Materialism,

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