TÜKETİCİ ETNOSENTRİZMİ LİTERATÜR TARAMASI

Yıl 2019, Cilt: 12 Sayı: 23, 163 - 202, 01.06.2019

Betül Balıkçıoğlu Cemal Yükselen Akın Koçak

Öz

Yerli ve yabancı ürünlere karşı satın alma davranışının açıklanmasına yönelik literatürda, uluslararası pazarlara birer giriş engeli olarak değerlendirilen sosyo-psikolojik yapılar mevcuttur. Bu yapılar arasında en sık incelenenleri, tüketici etnosentrizmi ve tüketici düşmanlığı iken bu yapılara yeni olarak tüketicilerin yabancı hayranlığı eklenmiştir. Söz konusu yapıların özünde, iç-grup ve dış-grup ayırımı yatmakla beraber üç yapının referans noktası farklıdır. Tüketici etnosentrizminin referans noktası, yabancı ürünlere karşı yerli ürünleri üstün görme eğilimidir. Tüketici düşmanlığı, yabancı ülkeye karşı duyulan düşmanlık hissinden beslenirken yabancı düşmanlığı yerli ürünleri yabancı ürünlerden daha aşağı görme eğilimiyle ilişkilendirilir. Her üç yapının ortak özelliği, tüketici eğilimleri olmalarıdır. Bu çalışmanın odak noktası tüketici etnosentrizmi yapısına yönelik literatürün incelenmesidir. Bu amaçla öncelikle etnosentrizm ve tüketici etnosentrizm kavramları irdelenmiş, tüketici etnosentrizminin öncülleri ve sonuçları ile bunlar arasındaki ilişkide aracılık ve düzenleyici etkisi olan değişkenler ele alınmıştır. Ayrıca, demografik faktörlerin tüketici etnosentrizmi düzeyini nasıl farklılaştırdığı irdelenmiştir. Son olarak, gelecekte bu alanda yapılacak araştırmalara önerilerde bulunulmuştur

Anahtar Kelimeler

Tüketici etnosentrizmi, ülke orijini, tüketicilerin yabancı hayranlığı, milliyetçilik, literatür

A LITERATURE REVIEW OF CONSUMER ETHNOCENTRISM

Öz

There are socio-psychological structures that are considered as a barrier to entry into international markets in the literature on the purchase behavior of domestic and foreign products. While the most frequently examined among these structures are consumer ethnocentrism and consumer animosity also consumer’s xenocentrism has been added to these structures as new. In the essence of these structures, although the internal-group and external-group distinction lies, the reference point of the three structures is different. The reference point of consumer ethnocentrism is the tendency to see domestic products superior to foreign products. While the animosity of the consumer is fed from the feeling of hostility towards foreign countries, xenocentrism is associated with the tendency to evaluate domestic products inferior than foreign products. The common feature of all three structures is that they are consumer predispositions. The focus of this study is to examine the literature on consumer ethnocentrism. For this purpose, ethnocentrism and consumer ethnocentrism concepts are examined. Then, antecedents and consequences of consumer ethnocentrism are discussed in the line of the mediator and moderator effects. In addition, the effect of demographic factors on the level of consumer ethnocentrism was investigated. Finally, recommendations were made for future research in this field

Anahtar Kelimeler

Consumer ethnocentrism, country of origin, consumer xenocentrism, nationalism, literature

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