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Tüketici Etnosentrizmi ve Tüketici Yenilikçiliği Açısından Yerli Elektrikli Otomobili Satın Alma Niyetleri: Bir Ön Değerlendirme

Year 2021, Volume: 10 Issue: 2, 110 - 142, 01.12.2021

Abstract

Amaç: Bu çalışmanın amacı henüz pazarda satışta olmayan yerli elektrikli otomobili (YEO) satin alma niyetlerinin tüketici
etnosentrizmi ve tüketici yenilikçiliği açısından değerlendirmektir.
Yöntem: Yüz yüze anket yöntemiyle toplanmış 303 gözlemden oluşan veriye, ölçeklerin güvenilirlik ve geçerlilik analizlerinin yanında çoklu doğrulsal regresyon analizi uygulanmıştır.
Bulgular: YEO’yu satin alma niyetleri tüketici etnosentrizmi ve tüketici yenilikçiliğinin bir boyutu olan fonksiyonel yenilikçilikten olumlu yönde etkilenmektedir.
Sonuç ve Öneriler: YEO’nun pazarlama yönetimine ulusal pazarlama programında, YEO’nun yerli menşeini vurgulaması
önerilmektedir. Buna ek olarak, yenilikçi tüketicileri çekmek için sembolik özelliklerden daha ziyade işlevsel özellikler öne
çıkarılmalıdır.
Özgün Değer: Bu çalışmada, tüketici etnosentrizmi ve yenilikleri benimsemede farklı motivasyonların YEO’yu nasıl etkileyebileceği görgül olarak test edilmiştir.

References

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Purchase Intentions of Turkish Electric Vehicle in Perspectives of Consumer Ethnocentrism and Consumer Innovativeness: A Pre-assessment

Year 2021, Volume: 10 Issue: 2, 110 - 142, 01.12.2021

Abstract

Purpose: This paper aims to assess the purchase intentions of forthcoming Turkish electric vehicle (TEV), in the context
of consumer ethnocentrism and consumer innovativeness.
Methodology: Multiple linear regression analysis was applied to data consisting of 303 observations acquired through
a face-to-face survey along with the reliability and validity analyses of the utilized scales.
Findings: Purchase intentions of TEV were found to be affected positively by consumer ethnocentrism and functional
innovativeness, which is one of the four dimensions of consumer innovativeness.
Practical Implications: We propose that the marketing management of TEV emphasizes the domestic origin of TEV in
its national marketing program, and functional attributes be put forward over symbolic attributes to attract innovative
consumers.
Originality: In this paper, we empirically tested how consumer ethnocentrism and various motivations to adopt
innovations can influence the purchase intentions of TEV.

References

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  • Akın, M., Çiçek, R., Gurbuz, E., & İnal, M. E. (2009). Tuketici Etnosentrizmi ve Davranis Niyetleri Arasindaki Farkliligin Belirlenmesinde CETSCALE Olcegi. Ege Academic Review, 9(2), 489-512.
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  • Arı, E. S., & Madran, C. (2011). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Rolü. Öneri Dergisi, 9(35), 15-33. Armağan, E. A., & Gürsoy, Ö. (2011). Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin cetscale ölçeği ile değerlendirilmesi. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 67-77.
  • Asadi, S., Nilashi, M., Samad, S., Abdullah, R., Mahmoud, M., Alkinani, M. H., & Yadegaridehkordi, E. (2020). Factors impacting consumers’ intention toward adoption of electric vehicles in Malaysia. Journal of Cleaner Production, 124474.
  • Avcı, İ. (2020). Yerli Markali Otomobil Satin Alma Niyetinde Etnosentrizm, Ülke İmaji Ve Yenilikçiliğin Etkisi: Türkiye’nin Otomobili (TOGG) Bağlaminda Bir Araştirma. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 439-466.
  • Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80.
  • Balabanis, G., & Siamagka, N. T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Marketing Review, 34(2), 166-182.
  • Banna, A., E., Papadopoulos, N., Murphy, S. A., Rod, M., & Rojas-Méndez, J. I. (2018). Ethnic identity, consumer ethnocentrism, and purchase intentions among bi-cultural ethnic consumers:“Divided loyalties” or “dual allegiance”?. Journal of Business Research, 82, 310-319.
  • Bartels, J., & Reinders, M. J. (2011). Consumer innovativeness and its correlates: A propositional inventory for future research. Journal of Business Research, 64(6), 601-609.
  • Bawa, A. (2004). Consumer ethnocentrism: CETSCALE validation and measurement of extent. Vikalpa, 29(3), 43-58.
  • Bigné‐Alcañiz, E., Ruiz‐Mafé, C., Aldás‐Manzano, J., & Sanz‐Blas, S. (2008). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review.
  • Björck, L., & Lu, M. (2019). Consumer Perception of Brand Image: Country of Origin and Country of Ownership in Electric Vehicle Brands.
  • Brodowsky, G. H. (1998). “The Effects of Country of Design and Country of Assembly on Evaluative Beliefs About Automobiles and Attitudes Toward Buying Them: Comparison Between Low and High Ethnocentric Consumers,” Journal of International Consumer Marketing, 10 (3), 85-113.
  • Cha, S. S. (2020). Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors. International Journal of Contemporary Hospitality Management.
  • Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
  • Chryssochoidis, G., Krystallis, A., & Perreas, P. (2007). Ethnocentric beliefs and country‐of‐origin (COO) effect. European journal of marketing.
  • Douglas, S. P., & Nijssen, E. J. (2003). On the use of “borrowed” scales in cross‐national research. International marketing review.
  • Egbue, O., & Long, S. (2012). Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy policy, 48, 717-729.
  • electric-powered vehicles in city logistics practice. Trans. Res. Procedia 12, 157-169.
  • Erce, H. (2020). Press Release. Automotive Distributors’ Association July 3, 2020. (Access: 11.05.2021).
  • Erdogan, B. Z., & Uzkurt, C. (2010). Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, 17(4), 393-406.
  • Ergocun, G. (2020, January 12). Automotive sector tops Turkey’s exports in 2019. Anadolu Agency. Retrieved from https://www.aa.com.tr/en/economy/automotive-sector-tops-turkeys-exports-in 2019/1700110#:~:text=Turkey’s%20automotive%20sector%20topped%20the,exporter%20city%20in%20the%20country, (Access: 07.05.5021).
  • Foxall, G. R., Goldsmith, R. E., & Brown, S. (1998). Consumer psychology for marketing. Free Press.
  • Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the academy of marketing science, 19(3), 209-221.
  • Goldsmith, R. E., Freiden, J. B., & Eastman, J. K. (1995). The generality/specificity issue in consumer innovativeness research. Technovation, 15(10), 601-612.
  • Gönül, Ö., Duman, A. C., & Güler, Ö. (2021). Electric vehicles and charging infrastructure in Turkey: An overview. Renewable and Sustainable Energy Reviews, 143, 110913.
  • Graham-Rowe, E., Gardner, B., Abraham, C., Skippon, S., Dittmar, H., Hutchins, R., & Stannard, J. (2012). Mainstream consumers driving plug-in battery-electric and plug-in hybrid electric cars: A qualitative analysis of responses and evaluations. Transportation Research Part A: Policy and Practice, 46(1), 140-153.
  • Güneş, S. (2012). Türk toplumu ve otomobil. Süleyman Demirel Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 2012(25), 213-230.
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There are 91 citations in total.

Details

Primary Language Turkish
Subjects Operation
Journal Section Research Article
Authors

Mücahid Yıldırım This is me 0000-0003-3502-6035

Şuayip Özdemir This is me 0000-0002-6799-8480

Publication Date December 1, 2021
Published in Issue Year 2021 Volume: 10 Issue: 2

Cite

APA Yıldırım, M., & Özdemir, Ş. (2021). Tüketici Etnosentrizmi ve Tüketici Yenilikçiliği Açısından Yerli Elektrikli Otomobili Satın Alma Niyetleri: Bir Ön Değerlendirme. Journal of Entrepreneurship and Innovation Management, 10(2), 110-142.