Tüketici Satın Alma Niyetinde Algılanan Değer ve Tüketici Etnosentrizminin Etkisi: TOGG Markası Üzerine Bir Araştırma

Yıl 2023, Cilt: 23 Sayı: 3, 1333 - 1350, 30.11.2023

Oğuzhan Acar , Çağatan Taşkın

https://doi.org/10.11616/asbi.1327845

Öz

Bu çalışma, TOGG markasının elektrikli otomobil ürününe yönelik tüketicilerin satın alma niyetlerinde algılanan değer ve tüketici etnosentrizminin etkisini araştırmayı amaçlamaktadır. Bu amaç doğrultusunda online bir anket formu aracılığıyla 293 katılımcıdan kolayda örnekleme yöntemiyle veriler toplanmıştır ve bu veriler SPSS ve PLS-SEM programları kullanılarak analiz edilmiştir. Araştırma sonucunda, finansal teşviklerin, sürüş menzilinin, epistemik değerin ve sosyal imajın (algılanan değer öncülleri) TOGG’un algılanan değerini olumlu yönde etkilediği, TOGG’un algılanan değerinin TOGG’u satın alma niyetini olumlu yönde etkilediği ve tüketici etnosentrizminin TOGG’un algılanan değeri ile TOGG’u satın alma niyeti arasındaki ilişkide bir düzenleyici etkisi olmadığı belirlenmiştir.

Anahtar Kelimeler

TOGG, Elektrikli Otomobil, Otomotiv Endüstrisi, Tüketici Etnosentrizmi, PLS-SEM

The Effect of Perceived Value and Consumer Ethnocentrism on Consumer Purchase Intention: A Study on TOGG Brand

Öz

This study aims to investigate the impact of perceived value and consumer ethnocentrism on consumers' purchase intentions towards the electric car product of TOGG brand. For this purpose, data were collected from 293 participants through an online questionnaire by convenience sampling method and analyzed using SPSS and PLS-SEM programs. As a result of the research, it was determined that financial incentives, driving range, epistemic value and social image (antecedents of perceived value), positively affect the perceived value of TOGG, the perceived value of TOGG positively affects the purchase intention of TOGG, and consemer ethnocentrism doesn’t have a moderating effect on the relationship between the perceived value of TOGG and the the purchase intention of TOGG.

Anahtar Kelimeler

TOGG, Electric Automobile, Automotive Industry, Consumer Ethnocentrism, PLS-SEM

Kaynakça

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