Menşe Ülke ve Marka Menşeinin Tüketici Boykotlarına Etkisi: Ürün Değerlendirmesinin Aracılık Etkisi

Öz

Tüketici boykotları günümüzde her işletmenin karşılaşabileceği bir durumdur. Pazarlama literatüründe önemli bir konu olan boykotlarla ilgili araştırmalar çoğunlukla tüketicilerin boykotlara katılım motivasyonlarının belirlenmesidir. Bu çalışmada tüketici boykotlarına katılımı etkileyen faktörler olarak ülke menşei, marka menşei ve ürün değerlendirme faktörleri incelenmiştir. Bu etki incelenmesinde ürün değerlendirme faktörü aracı değişken olarak ele alınmıştır. Araştırmada Türk tüketicilerinin geçmişte çeşitli sebeplerle boykot ettikleri ülkeler arasından Fransa, İtalya ve Danimarka seçilmiştir. Yapılan analizler ve araştırma modeli, bu 3 ülke için ayrı ayır test edilmiştir. Yapılan faktör analizi sonucunda ülke menşei 2 faktöre, tüketici boykotları ise 3 faktöre ayrılmıştır. Araştırmanın ana kütlesini herhangi bir tüketici boykotuna katılmış olan 18 yaş üstü tüketiciler oluşturmaktadır. Örnek kütle sayısı ise 1077 kişiden oluşmaktadır. Örneklemin seçiminde kolayda örnekleme yöntemi kullanılmıştır. Araştırma katılımcıları İstanbul’da yaşamaktadır. Araştırma sonucunda ülke menşeinin boykot etme niyeti üzerindeki etkisi olduğu İtalya ve Fransa için doğrulanırken Danimarka için etkinin bulunduğu tespit edilememiştir. Marka menşeinin etkisi İtalyan ürünlerinde etkili olmaktadır. Ülke menşeinin ve marka menşeinin tüketici boykotlarına katılım üzerindeki etkisinde ürün değerlendirme faktörünün kısmi aracılık etkisine sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

• Tüketici Boykotları
• Ülke Menşei
• Marka Menşei
• Ürün Değerlendirme

The Effect of Country of Origin and Brand Origin on Consumer Boycotts: The Mediating Effect of Product Evaluation

Öz

Consumer boycotts are a situation that every business can face today. Research on consumer boycotts, which is an important issue in the marketing literature, mostly determines the motivation of consumers to participate in boycotts. In this study, country origin, brand origin and product evaluation factors were examined as factors affecting participation in consumer boycotts. In the analysis of this effect, the product evaluation factor was considered as a mediator variable. In the research, France, Italy and Denmark were chosen among the countries that Turkish consumers boycotted for various reasons in the past. The analyzes and research model were tested separately for these 3 countries. As a result of the factor analysis, country of origin was divided into 2 factors and consumer boycotts were divided into 3 factors. Consumers over the age of 18 who have participated in any consumer boycott constitute the main population of the research. The sample size number consists of 1077 people. Convenience sampling method was used in the selection of the sample. Research participants live in Istanbul. As a result of the research, it was confirmed for Italy and France that the country of origin had an effect on the intention to boycott, but it could not be found for Denmark. The effect of brand origin is effective in Italian products. It has been determined that the product evaluation factor has a partial mediating effect in the effect of country of origin and brand origin on participation in consumer boycotts.

Anahtar Kelimeler

• Consumer Boycotts
• Country of Origin
• Brand Origin
• Product Evaluation

Kaynakça

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