YABANCI ÜRÜN DÜŞMANLIĞI VE SATIN ALMA İSTEKSİZLİĞİ ÜZERİNDE ETKİLİ OLAN FAKTÖRLERİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Year 2018, 17. UIK Special Issue, 369 - 388, 04.07.2018

Aysel Erciş , F. Görgün Deveci , Gülşah Korkmaz

https://doi.org/10.18092/ulikidince.431335

Cited By: 1

Abstract

Günümüzde
globalleşmenin etkisiyle, dünya artık tek bir pazar haline gelmiştir. Bu yapı
sebebiyle tüketiciler birçok ülkenin ürün/markalarına aşinadırlar. Ancak
tüketicilerin yabancı ürünlere yönelik tutumları pozitif ya da negatif
olmaktadır. Tutumlarının sebebi, kişisel olabileceği gibi, ülkeler arasında
olumsuzluklardan da kaynaklanmaktadır. Dolayısıyla bireylerin ülkelere yönelik
tutumları, satın alım karar sürecinde etkin bir rol oynamaktadır.

Çalışmada
yabancı ürünlere yönelik düşmanlık kavramı ele alınmıştır. Bu amaçla
etnosentrizm, normatif etki ve ekonomik zorluk değişkenlerinin yabancı ürünlere
yönelik düşmanlık üzerindeki etkileri belirlenmeye çalışılmıştır. Bunun yanı
sıra yabancı ürünlere yönelik düşmanlığın ürün ilgilenimi, ürün ilgileniminin ise
satın alma isteksizliği üzerindeki etkisi incelenmiştir. Verilerin analizinde
faktör analizi ve regresyon analizi kullanılmıştır. Araştırma sonuçlarına göre,
yabancı ürünlere yönelik düşmanlık üzerinde etnosentrizm, normatif etki ve
ekonomik zorluk değişkenleri etkilidir. Ayrıca yabancı ürünlere yönelik
düşmanlık, ürün ilgilenimi üzerinde etkilidir. Son olarak ise yabancı ürünlere
yönelik düşmanlık ve ürün ilgileniminin satın alma isteksizliği üzerinde etkili
oldukları belirlenmiştir.

Keywords

Etnosentrizm, Normatif Etki, Ekonomik Zorluk, Yabancı Ürünlere Yönelik Düşmanlık, Ürün İlgilenimi

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