Küresel Bağlantılar Ve Sosyal Değerlere Yönelik Yönelimin Tüketicinin Küresel Marka Satın Alma Niyeti Üzerindeki Etkisinde Din Değerleri Ve Etnosentrism Moderatör Etkisi

Bu araştırma, dini değerlerin ( DD) ve tüketici etnosentrisminin (TE) küresel bağlantısı (KB) ve küresel marka satın alma niyeti (KMSAN) arasındaki bağlantılar ve sosyal değer (SD) ile küresel marka satın alma niyeti arasındaki beğeniler ve üzerindeki etkisini test etmeyi amaçlamaktadır. İlk olarak, yapılar üzerinde bir literatür incelemesi yapıldı. İkinci olarak, 400 Cezayirli tüketiciden birincil verileri toplamak için bir anket kullanılmaktadır. Toplanan veriler yapısal eşitlik modellemesi (SEM) ile analiz edildi. Bulgular, dini değerlerin küresel bağlantı ile küresel marka satın alma niyeti arasındaki ilişkiyi daha zayıf hale getirebileceğini ortaya çıkarırken, sosyal değer ile küresel marka satın alma niyeti arasındaki bağlantılar üzerinde herhangi bir etkisi olmadığını ortaya koydu. Tüketicinin etnosentrikliği için, küresel bağlantısı ve küresel marka satın alma niyeti arasındaki bağlantılar ile sosyal değer ve küresel marka satın alma niyeti arasındaki bağlantılar üzerinde ılımlı bir etki yoktur.

Anahtar Kelimeler:

Küresel Bağlantı, Tüketici Etnosentrismi, Dini Değerleri, Sosyal Değer, Küresel Marka Satın Alma Niyeti

The Moderating Effect of Religion Values and Ethnocentrism in the İmpact of Orientation Towards Globality and Social Values on Consumer's Global Brand Purchase Intention

This research aim to test the effect of religious values (RV) and customer ethnocentrism (Eth) on the links between orientation towards globality (OTG) and global brand purchase intention (GBPI), and the liks between social value (SV) and global brand purchase intention. First, a literature review was done on the constructs. Second, a questionnaire was used to gather primary data from 400 Algerian customers. The gathered data was analyzed by structural equation modeling (SEM). The findings revealed that religious values can make the relationship between orientation towards globality and global brand purchase intention weaker, while it didn’t have any effect on the links between social value and global brand purchase intention. For customer's ethnocentrism, there was no moderation effect on the links between orientation towards globality and global brand purchase intention, and the links between social value and global brand purchase intention.

Keywords:

Orientation Towards Globality, Social Value, Global Brands, Purchase Intention, religious values,

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