İKİ BOYUTLU MENŞE ÜLKE ETKİSİ VE TÜKETİCİ ETNOSENTRİZMİ ETKİLEŞİMİ

Uluslararası alanda faaliyet gösteren şirketler üretimlerini farklı ülkelere kaydırınca ülke menşei kavramı da üretim-menşe-ülke ve dizayn-menşe-ülke gibi farklı boyutlar kazanmıştır. Bu çalışmada Türk tüketicilerinin ürün değerlendirmelerinde üretim-menşe-ülke ve dizayn-menşe-ülke bilgilerini dikkate alıp almadıklarını ve bu değişkenlerin hem birbirleri arasında hem de tüketici etnosentrizmiyle nasıl bir etkileşim halinde oldukları araştırılmıştır. Bu etkilerin araştırılması için bir gelişmiş ülke (ABD), bir gelişmekte olan ülke (Bangladeş) ve Türkiye’nin karşılaştırması şeklinde üç farklı ülke menşei seviyesi ele alınmıştır. Bunun yanında tüketici etnosentrizminin de tüketicilerin ürün değerlendirmelerine olan etkisine bakılarak bu değişkenin de diğer değişkenlerle olan etkileşimi analiz edilmiştir. Çalışmada 3x3 tam faktöriyel dizayn şeklinde deneysel metot kullanılarak 490 kişilik örneklemden veri toplanmıştır. Ancak deneysel manipülasyonu doğru hatırlamayanlar çıkarıldıktan sonra analizler kalan 319 kişilik örneklemle yapılmıştır. Yapılan ANCOVA analizlerinin sonucunda üretim-menşe-ülke bilgisinin tüketicilerin ürün değerlendirmelerini önemli bir şekilde etkilediği bulunmuştur ancak bu etkinin dizayn-menşe-ülkesi için geçerli olmadığı görülmüştür. Ayrıca bulgularımız tüketici ürün değerlendirmelerinde etnosentrizm ve üretim-menşe-ülke arasında önemli bir etkileşim etkisinin mevcut olduğunu bize göstermiştir. Yüksek etnosentrizme sahip tüketicilerin düşük olanlara göre ABD üretim-menşeli ürünü Türkiye üretim-menşeli ürüne göre önemli ölçüde daha düşük değerlendirdiklerini göstermiştir bu durumun düşük etnosentrizme sahip tüketicilerde tam tersi olduğu gözlenmiştir.

Anahtar Kelimeler:

Üretim-menşe- ülke, dizayn-menşe- ülke, tüketici etnosentrizmi

THE INTERACTION OF TWO-DIMENSIONAL COUNTRY-OF-ORIGIN EFFECT and CONSUMER ETHNOCENTRISM

Today, as companies have increasingly been producing in developing countries, the emerging image problem leads to the widespread use of county-of-design labelling. In parallel to that, county-of origin has been studied as a multi-dimensional concept in the literature. In this study, county-of-origin has been examined with two dimensions as county-of-manufacturing (COM) and country-of-design (COD). In particular, we study whether Turkish consumers process the country-of-manufacturing and country-of-design information in their product evaluations, and how these variables interact with each other as well as with consumer ethnocentrism. In the analyses, country-of-origin variables were treated to have three levels; a developed country (USA), a developing country (Bangladesh) and Turkey. We used 3*3 full factorial experimental design and gathered data from an initial sample size of 490 consumers. After eliminating the responses that do not correctly remember the experimental manipulation of COM and COD, we had a final sample size of 329. Upon conducting ANCOVA, while we found that COM significantly effects consumers’ product evaluations, the impact of COD has been found as insignificant. Our results also showed that the impact of the interaction effect between consumer ethnocentrism and country-of-manufacturing on consumer product evaluations has been found as significant. More specifically, consumers with high consumer ethnocentrism scores, evaluated the product with USA county-of-manufacturing information significantly lower than Turkey county-of-manufacturing information whereas a reverse effect has been found for consumers with low consumer ethnocentrism scores.

Keywords:

County-of manufacturing, country-of-design, consumer ethnocentrism,

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