The Impact of National Identification and Cultural Sensitivity on Consumer Ethnocentrism and Perceived Risk: A Path Analysis

Abstract

This study aims to examine three relationship constructs: national identification and consumer ethnocentrism, and cultural sensitivity and consumer ethnocentrism, and consumer ethnocentrism and perceived risk. The data was collected from a convenience sample of 343 respondents via questionnaire. Research model is adapted from Wang et al., (2018: 326), who tested in the UK market. Path analysis is executed to test our model and reveal the relationships within construct. Results indicate that national identification and ethnocentrism, and ethnocentrism and perceived risk constructs are positively associates. However, there is no statistically significant association between cultural sensitivity and ethnocentrism constructs.

Keywords

• Consumer Ethnocentrism
• Perceived Risk
• National Identification
• Cultural Sensitivity

Ulusal Kimlik ve Kültürel Duyarlılığın Tüketici Etnosentrizmi ve Algılanan Risk Üzerindeki Etkisi: Bir Yol Analizi

Abstract

Bu çalışmada, ulusal kimlik ile tüketici etnosentrizmi, kültürel duyarlılık ile tüketici etnosentrizmi ve tüketici etnosentrizmi ile algılanan risk arasındaki ilişkilerin ölçülmesi amaçlanmıştır. Bu amaçla, kolayda örneklemle 343 katılımcıdan anket yoluyla toplanan veriler kullanılmıştır. Araştırma modeli, Wang vd.’nin (2018: 326) İngiltere pazarında test ettiği modelden uyarlanmıştır. Araştırma modelini ve modeldeki ilişkileri analiz edebilmek üzere yol analizi gerçekleştirilmiştir. Araştırmanın sonuçları, ulusal kimliğe yönelik tutumu yüksek tüketicilerin, etnosentrizm düzeylerinin de yüksek olduğu ve bu yüzden yabancı ürün alma eğilimlerinin düşük olduğuna işaret etmektedir. Bulgular, tüketici etnosentrizmi ile yabancı menşeli ürünlere yönelik algılanan risk arasında pozitif bir ilişki olduğunu göstermektedir. Ancak kültürel hassasiyet ile tüketici etnosentrizmi arasında anlamlı bir ilişki ortaya konulamamıştır.

Keywords

• Tüketici Etnosentrizmi
• Algılanan Risk
• Ulusal Kimlik
• Kültürel Duyarlılık

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