A RESEARCH ON THE ANTECEDENTS OF CONSUMER BOYCOTT BEHAVIOR: THE MEDIATING ROLE OF WORD OF MOUTH

Abstract

In addition to making purchases to meet their needs, today's consumers can increase or decrease their purchasing amounts in order to support businesses whose business policies they like or, on the contrary, to penalize businesses whose business policies do not like. If consumers' evaluations about business practices are completely negative, they may stop purchasing business products. Thus, consumers are effective on business practices with their economic power. The aim of this study is to determine the determinants of consumer boycott behavior and to analyze whether word-of-mouth has a mediating effect between determinants and boycott behavior. The sample of the study consists of 418 participants living in the Marmara region. The data used in the analyzes were collected through an online survey. Structural Equation Modeling (SEM) was used to test the research model. It has been determined that consumers' perceptions of environmental value, ethical values and political efficacy thoughts have an impact on boycott behavior. It has been determined that word of mouth, which is a mediator variable, has a mediating effect of variables of environmental value perception, ethical value perception and political efficacy on boycott behavior.

Keywords

• Boycott,
• Environmental and Ethical Values
• Word of Mouth

TÜKETİCİ BOYKOT DAVRANIŞININ BELİRLEYİCİLERİ ÜZERİNE BİR ARAŞTIRMA: AĞIZDAN AĞIZA İLETİŞİMİN ARACILIK ROLÜ

Abstract

Günümüz tüketicileri ihtiyaçlarını karşılamak amacıyla satın alma yapmanın yanında, işletme politikalarını beğendikleri işletmeleri desteklemek ya da aksine işletme politikalarını beğenmedikleri işletmeleri cezalandırmak amacıyla satın alma miktarlarını arttırıp azaltabilirler. Tüketicilerin işletme uygulamaları hakkındaki değerlendirmeleri tümüyle olumsuz ise işletmeye ait ürünleri satın almaktan vazgeçebilirler. Böylelikle, tüketiciler ekonomik güçleriyle işletme uygulamaları üzerinde etkili olmaktadırlar. Bu çalışmanın amacı tüketici boykot davranışının belirleyicilerini tespit etmek ve ağızdan ağıza iletişimin belirleyiciler ile boykot davranışı arasında aracılık etkisinin olup olmadığını analiz etmektir. Çalışmanın örneklemi Marmara bölgesinde yaşayan 418 katılımcıdan oluşmaktadır. Analizlerde kullanılan veriler online olarak tasarlanan anket aracılığı ile toplanmıştır. Araştırma modelinin test edilmesinde Yapısal Eşitlik Modellemesi (YEM) kullanılmıştır. Tüketicilerin çevresel değer algılarının, etik değer algılarının ve politik etkililik değerlendirmelerinin boykot davranışı üzerinde etkili olduğu belirlenmiştir. Aracı model olan ağızdan ağıza iletişimin çevresel değer algısı, etik değer algısı ve politik etkililik değişkenlerinin boykot davranışı üzerindeki etkisine aracılık ettiği belirlenmiştir.

Keywords

• Satın Almama (Boykot)
• Çevresel ve Etik Değerler
• Ağızdan Ağıza İletişim

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