Research Article
TÜKETİCİLERİN HİSSETTİKLERİ FARKLI DÜŞMANLIK TÜRLERİNİN SATIN ALMAMA NİYETİ ÜZERİNDEKİ ETKİSİ: TÜRK TÜKETİCİLERİNİN AMERİKA DÜŞMANLIĞI ÜZERİNE BİR ARAŞTIRMA
Abstract
Bu
çalışmada, tüketici etnosentrizmi kavramına göre oldukça yeni bir kavram olan
tüketici düşmanlığı kavramı incelenmektedir. Bu araştırmanın ana amacı, altı
farklı tüketici düşmanlık türünün ve tüketicilerin etnosentrik eğilimlerinin
yabancı ürün satın almama niyeti üzerindeki etkilerini belirlemektir. Daha önce
yapılan iki sınıflandırma temel alınarak belirlenen altı düşmanlık türü;
ekonomik düşmanlık, insanlara karşı düşmanlık, savaş düşmanlığı, politik
düşmanlık (sınıflandırma 1), durumsal ve sabit düşmanlık (sınıflandırma 2) olarak
sıralanmaktadır. Bu çalışma, Türkiye’deki bir üniversitede öğrenim görmekte
olan bireylerin ABD’ye ve Amerikan ürünlerine karşı oluşan görüşlerine
odaklanmaktadır. Keşifsel ve ampirik araştıma niteliği taşıyan bu araştırmada,
Dumlupınar Üniversitesi öğrencilerinden kolayda örnekleme yöntemiyle belirlenen
528 bireyden yüz yüze anket tekniğiyle veri toplanmakta, veriler analiz
edilerek; araştırmanın hipotezlerini test etmek için regresyon analizi
yapılmaktadır. Beklendiği gibi, araştırmadan elde edilen bulgular,
katılımcıların ABD’ye karşı düşmanlık düzeylerinin yüksek olduğunu; etnosentrik
eğilim ve düşmanlık düzeylerinin ABD ürünü/hizmeti satın almama niyeti üzerinde
anlamlı düzeyde etkili olduğunu göstermektedir.
References
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(1982). Anger and aggression: An Essay on Emotion. NewYork: Springer-Verlag. Barutçu, S., Sarıtaş, E. & Ünal, D. (2016). Attitudes Towards The Foreign Products From Animosity, Boycott And Ethnocentrism Perspectives: The Case Of Turkish Students, European Scientific Journal, 12 (10): 106 – 118. Candan, B., Aydın, K. & Yamamoto, G.T. (2008). A Research on Measuring Consumer Ethnocentrism of Young Turkish Customers Purchasing Behaviors, Serbian Journal of Management, 3 (1): 39 – 60. Cicic, M., Brkic, N., Husic, M., & Agic, E. (2005). The Influence of Animosity, Xenophilia and Ethnoentric Tendencies on Consumers’ Willingness to Buy Foreign Products – The Case of Crotia, 34th European Marketing Conference, 24-27 Mayıs, Milano. Cui, A.P., Wajda, T.A., & Hu, M.Y. (2012). Consumer Animosity and Product Choice: Might Price Make a Difference?, Journal of Consumer Marketing, 29 (7): 494 – 506. Eren, S.S. (2013). Young Consumers’ Attitudes Toward American Products, Procedia - Social and Behavioral Sciences, 99 (1): 489 – 495. Ettenson R., & Klein J.G. (2005). The Fallout From French Nuclear Testing in the South Pacific: A Longitudinal Study of Consumer Boycotts, International Marketing Review, 22 (2): 199-224. Hacıoğlu G., Eren, S.S., Kurt, G., & Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi Ve Etnik Merkezciliği Ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma, 18. Ulusal Pazarlama Kongresi, Kars, 19-22 Haziran 2013: 576-586. Heinberg, M. (2017), Outbreaks of Animosity Against the West in China: Effects on Local Brand Consumption, International Marketing Review, 34 (4). Hoffmann, S., Mai, R., & Smirnova, M. (2011). Development and Validation of a Cross-Nationally Stable Scale of Consumer Animosity, Journal of Marketing Theory and Practice, 19 (2): 235-251. Huang, Y.A., Phau, I., & Lin, C. (2010). Consumer Animosity, Economic Hardship, and Normative Influence: How do They Affect Consumers’ Purchase Intention?, European Journal of Marketing, 44 (7/8): 909-937. Jung, K., Ang, S.E., Leong, S.M., Tan, S.J., Pornpitakpan, C., & Kau, A.K. (2002). A Typology of Animosity and Its Cross-National Validation, Journal of Cross-Cultural Psychology, 33 (6): 529-539. Klein, J.G. (2002). Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods, Journal of International Business Studies, 33 (2): 345-363. Klein, J.G., & Ettenson, R. (1999). Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents, Journal of International Consumer Marketing, 11 (4): 5-24. Klein, J.G., Ettenson, R., & Morris, M.D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, 62 (1): 89-100. Kiraci, H. (2017). Ülkeler Arasındaki Düşmanlıkların Tüketicilere Yansıması: Tüketici Düşmanlığı Kavramı Üzerine Kavramsal Bir Çalışma, Journal of Human Sciences, 14 (1): 1711-1735. Lee, R., Lee, K.T., & Li, J. (2017). A Memory Theory Perspective of Consumer Ethnocentrism and Animosity, European Journal of Marketing, 51(7/8). Lee, R., Lee, K.T. (2013). The Longitudinal Effects of a Two Dimensional Consumer Animosity, Journal of Consumer Marketing, 30 (3): 273-282. Leong, S.M., Cote, J.A., Ang, S.H., Tan, S.J., Jung, K., Kau, A.K., & Pornpitakpan, C. (2008). Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences, Journal of International Business Studies, 39 (6): 996-1009. Nes, E.B., Yelkur, R., & Silkoset, R. (2012). Exploring the Animosity Domain and Role of Affect in a Cross-National Context, International Business Review, 21 (5): 751-765. Nijssen, E., & Douglas, S. (2004). Examining the Animosity Model in a Country with a High Level of Foreign Trade, International Journal of Research in Marketing, 21 (1): 23-38. Rose, M., Rose, G.M., & Shoham, A. (2009). The Impact of Consumer Animosity on Attitudes Towards Foreign Goods: A Study of Jewish and Arab Israelis, Journal of Consumer Marketing, 26 (5): 330-339. Shimp, T.A., Dunn, T.H., & Klein, J.G. (2004). Remnants of the Civil War and Modern Consumer Behavior, Psychology & Marketing, 21 (2): 75-91. Shimp, T., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 24 (8): 280-289. Shoham, A., Davidow, M., Klein, J., & Ruvio, A. (2006). Animosity on the Home Front: The Intifada in Israel and its Impact on Consumer Behavior, Journal of International Marketing, 14 (3): 92-114.
Year 2018,
, 203 - 214, 13.04.2018
Abstract
References
- Abraham, V. (2013). Does Consumer Animosity Impact Purchase Involvement? An Empirical Investigation, International Journal of Business and Social Science, 4 (1): 1-11. Akdoğan, M.S., Özgener, S., Kaplan, M., & Coşkun, A. (2012). The Effects of Consumer Ethnocentrism and Consumer Animosity on the Re-purchase Intent: The Moderating Role of Consumer Loyalty, Emerging Markets Journal, 2 (1): 1-12. Amine, L.S. (2008). Country-of-Origin, Animosity and Consumer Response: Marketing Implications of Anti-Americanism and Francophobia, International Business Review, 17 (4):402-422. Ang, SH., Jung, K., Kau, A.K., Leong, S.M., Pornpitakpan, C., & Tan, S.J. (2004). Animosity Towards Economic Giants:What the Little Guys Think, The Journal of Consumer Marketing, 21 (2-3): 190-207. Armağan, E.A. & Gürsoy, Ö. (2011). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin CETSCALE ile Ölçeği İle Değerlendirilmesi, Organizasyon ve Yönetim Bilimleri Dergisi, 3 (2): 67-77. Averill, J. (1982). Anger and aggression: An Essay on Emotion. NewYork: Springer-Verlag. Barutçu, S., Sarıtaş, E. & Ünal, D. (2016). Attitudes Towards The Foreign Products From Animosity, Boycott And Ethnocentrism Perspectives: The Case Of Turkish Students, European Scientific Journal, 12 (10): 106 – 118. Candan, B., Aydın, K. & Yamamoto, G.T. (2008). A Research on Measuring Consumer Ethnocentrism of Young Turkish Customers Purchasing Behaviors, Serbian Journal of Management, 3 (1): 39 – 60. Cicic, M., Brkic, N., Husic, M., & Agic, E. (2005). The Influence of Animosity, Xenophilia and Ethnoentric Tendencies on Consumers’ Willingness to Buy Foreign Products – The Case of Crotia, 34th European Marketing Conference, 24-27 Mayıs, Milano. Cui, A.P., Wajda, T.A., & Hu, M.Y. (2012). Consumer Animosity and Product Choice: Might Price Make a Difference?, Journal of Consumer Marketing, 29 (7): 494 – 506. Eren, S.S. (2013). Young Consumers’ Attitudes Toward American Products, Procedia - Social and Behavioral Sciences, 99 (1): 489 – 495. Ettenson R., & Klein J.G. (2005). The Fallout From French Nuclear Testing in the South Pacific: A Longitudinal Study of Consumer Boycotts, International Marketing Review, 22 (2): 199-224. Hacıoğlu G., Eren, S.S., Kurt, G., & Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi Ve Etnik Merkezciliği Ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma, 18. Ulusal Pazarlama Kongresi, Kars, 19-22 Haziran 2013: 576-586. Heinberg, M. (2017), Outbreaks of Animosity Against the West in China: Effects on Local Brand Consumption, International Marketing Review, 34 (4). Hoffmann, S., Mai, R., & Smirnova, M. (2011). Development and Validation of a Cross-Nationally Stable Scale of Consumer Animosity, Journal of Marketing Theory and Practice, 19 (2): 235-251. Huang, Y.A., Phau, I., & Lin, C. (2010). Consumer Animosity, Economic Hardship, and Normative Influence: How do They Affect Consumers’ Purchase Intention?, European Journal of Marketing, 44 (7/8): 909-937. Jung, K., Ang, S.E., Leong, S.M., Tan, S.J., Pornpitakpan, C., & Kau, A.K. (2002). A Typology of Animosity and Its Cross-National Validation, Journal of Cross-Cultural Psychology, 33 (6): 529-539. Klein, J.G. (2002). Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods, Journal of International Business Studies, 33 (2): 345-363. Klein, J.G., & Ettenson, R. (1999). Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents, Journal of International Consumer Marketing, 11 (4): 5-24. Klein, J.G., Ettenson, R., & Morris, M.D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, 62 (1): 89-100. Kiraci, H. (2017). Ülkeler Arasındaki Düşmanlıkların Tüketicilere Yansıması: Tüketici Düşmanlığı Kavramı Üzerine Kavramsal Bir Çalışma, Journal of Human Sciences, 14 (1): 1711-1735. Lee, R., Lee, K.T., & Li, J. (2017). A Memory Theory Perspective of Consumer Ethnocentrism and Animosity, European Journal of Marketing, 51(7/8). Lee, R., Lee, K.T. (2013). The Longitudinal Effects of a Two Dimensional Consumer Animosity, Journal of Consumer Marketing, 30 (3): 273-282. Leong, S.M., Cote, J.A., Ang, S.H., Tan, S.J., Jung, K., Kau, A.K., & Pornpitakpan, C. (2008). Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences, Journal of International Business Studies, 39 (6): 996-1009. Nes, E.B., Yelkur, R., & Silkoset, R. (2012). Exploring the Animosity Domain and Role of Affect in a Cross-National Context, International Business Review, 21 (5): 751-765. Nijssen, E., & Douglas, S. (2004). Examining the Animosity Model in a Country with a High Level of Foreign Trade, International Journal of Research in Marketing, 21 (1): 23-38. Rose, M., Rose, G.M., & Shoham, A. (2009). The Impact of Consumer Animosity on Attitudes Towards Foreign Goods: A Study of Jewish and Arab Israelis, Journal of Consumer Marketing, 26 (5): 330-339. Shimp, T.A., Dunn, T.H., & Klein, J.G. (2004). Remnants of the Civil War and Modern Consumer Behavior, Psychology & Marketing, 21 (2): 75-91. Shimp, T., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 24 (8): 280-289. Shoham, A., Davidow, M., Klein, J., & Ruvio, A. (2006). Animosity on the Home Front: The Intifada in Israel and its Impact on Consumer Behavior, Journal of International Marketing, 14 (3): 92-114.
There are 1 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Business Administration |
| Journal Section | Articles |
| Authors | |
| Publication Date | April 13, 2018 |
| Acceptance Date | October 2, 2017 |
| Published in Issue | Year 2018 |