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

Mücahid Yıldırım Şuayip Özdemir

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.

Keywords

tüketici etnosentrizmi, tüketici yenilikçiliği, elektrikli araçların benimsenmesi, yerli elektrikli otomobil.

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

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.

Keywords

consumer ethnocentrism, consumer innovativeness, electric vehicle adoption, Turkish electric vehicle.

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