Tüketici Etnosentrizmi: Suriyeli Göçmenler Üzerinde CEESCALE Ölçeği İle Bir Uygulama

Year 2017, Volume: 16 Issue: 4, 937 - 949, 07.11.2017

Mehmet Ali Paylan , Cihan Çetinkaya , Eren Özceylan , Abdulhamid Dabbaa

https://doi.org/10.21547/jss.314096

Cited By: 1

Abstract

Bu çalışmanın amacı, tüketici
etnosentrizminin ölçümü konusunda yeni bir bakış açısı getiren CEESCALE
ölçeğinin geçerlik ve güvenilirliğinin test edilmesidir. Pazarlama
literatüründe geniş bir uygulama alanı bulan CETSCALE ölçeğini daha bilişsel
bir zemine taşımayı amaçlayan CEESCALE ölçeği bu amaçla Suriyeli göçmenler
üzerinden seçilen bir örneklem üzerinde test edilmiştir. Çıkan sonuçlara göre
CEESCALE ölçeği, bilişsel anlamda tüketici etnosentrizminin ölçülmesi
itibariyle kapsayıcı ve güvenilir bir ölçek olarak görünmektedir. Bunun yanında
yapılan keşfedici faktör analizi sonucunda Özedönüşlü Etnosentrik
(Reflexviness) eğilime ilişkin gözlenen değişkenlerin, orijinal ölçektekinden
farklı olarak Toplum Yanlı Olma (Prosocialty) ölçeği altında toplandığı
gözlemlenmiştir. Bu sonuçlar ışığında, CEESCALE ölçeğinin faklı örneklemlerin
karşılaştırılması veya davranışsal niyetler üzerine etkisinin ölçülmesi yoluyla
daha farklı çalışmalara konu olabileceği söylenebilir.

Keywords

Anket, CEESCALE, Etnosentirzm, Suriyeli Göçmenler

Consumer Ethnocentrism: An Application of CEESCALE on Syrian Refugees

Abstract

The
purpose of this study is to test the validity and reliability of the CEESCALE
scale, which brings a new perspective for the measurement of consumer
ethnocentrism. The CEESCALE scale, which aims to carry the CETSCALE scale to a
more cognitive level in the marketing literature, is tested on a sample of
Syrian migrants for this purpose. According to the results, the CEESCALE scale
appears to be a reliable scale for measuring consumer ethnocentrism in the
cognitive sense. As a result of the exploratory factor analysis, it is observed
that the variables for the Reflexviness tendency are determined under the
Prosocialty Scale, unlike the original scale. In the light of these results, it
can be said that the CEESCALE scale can be a subject for different studies by
comparing different samples or by measuring the effects on behavioral
intentions.

Keywords

Etnosentirzm, CEESCALE, Syrian Refugees, Survey

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