Materialism Domains and Perceived Risk Effects on Consumer Boycott Effectiveness

Yıl 2019, Cilt: 10 Sayı: 17, 355 - 369, 31.03.2019

Mertcan Taşçıoğlu Dursun Yener

https://doi.org/10.26466/opus.516401

Cited By: 1

Öz

As markets for goods
and services become global, competition among companies becomes more intense.
Companies’ success is strongly influenced by consumer needs and expectations.
To successfully compete, firms must meet or exceed these expectations. In addition
to that understanding consumers’ boycotting behavior has emerged as an integral
part of firms’ competitive advantage building. Even though consumer boycott has
become a subject of increasing concern in recent years, to academics and practitioners,
to date, consumer behavior literature provides little help in understanding the
factors affecting consumer boycott effectiveness. Good management requires not
only a clearer understanding of the consumers’ purchase behavior, but also an
understanding of boycotting behavior and how it may be reduced. In order to
expand the knowledge on boycotting behavior, this study examines the
relationship between consumers’ boycotting effectiveness and perceived risk,
and success, centrality, happiness domains of materialism. The results show
that an increase in perceived risk leads to an increase in boycotting
effectiveness and there is a negative correlation between boycotting
effectiveness and centrality domain of materialism.

Anahtar Kelimeler

Boycott effectiveness, Perceived risk, Materialism

Tüketici Boykot Etkinliği Üzerinde Materyalizm Etki Alanları ve Algılanan Risk Etkisi

Öz

Ürün ve hizmet
pazarları küresel bir yapıya büründükçe şirketler arası rekabet daha da
yoğunlaşmaktadır. Şirketlerin başarısı tüketicilerin ihtiyaç ve
beklentilerinden etkilenmektedir. Başarılı bir şekilde rekabet edebilmek için
şirketler bu tüketici beklentileri karşılamalı ya da bunları aşmalıdır. Bunun
yanı sıra tüketicilerin boykot davranışını anlamak şirketlerin rekabet avantajı
yaratmasının ayrılmaz bir parçası haline gelmiştir. Tüketici boykotu son
yıllarda akademisyen ve uygulayıcılar açısından artan bir endişe konusu
olmasına rağmen, bugüne kadar tüketici davranış literatürü, tüketici boykot
etkinliğini etkileyen faktörlerin anlaşılmasında çok az yardımcı olmaktadır.
İyi yönetim, yalnızca tüketicilerin satın alma davranışının daha net bir
şekilde anlaşılmasını değil, aynı zamanda boykot etme davranışının ve nasıl
azaltılacağının anlaşılmasını da gerektirir. Bu çalışma boykot davranışı
hakkındaki bilgileri artırmak için tüketicilerin boykot etkinliği, algılanan
risk, ve materyalizmin başarı, merkezcilik, mutluluk alanları arasındaki
ilişkiyi incelemektedir. Sonuçlar algılanın risk artışının boykot etkinliğinde
bir artışa yol açtığını ve boykot etkinliği ile materyalizmin merkezileşme
alanı arasında negatif bir ilişki olduğunu göstermektedir.

Anahtar Kelimeler

Boykot etkinliği, Algılanan risk, Materyalizm

Kaynakça

• Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
• Braunsberger, K. and Buckler, B. (2009). Consumers on a mission to force a change in public policy: A qualitative study of the ongoing Canadian seafood boycott. Business and Society Review, 114(4), 457-489.
• Campbell, M. C. and Goodstein, R. C. (2001). The moderating effect of perceived risk on consumers' evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28(3), 439-449.
• DeVellis F. R. (2003). Scale development: Theory and applications. Thousand Oaks, CA: Sage.
• Dowling, G. R. and Staelin, R., (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
• Farah, M. F. and Newman, A. J. (2010). Exploring consumer boycott intelligence using a socio-cognitive approach. Journal of Business Research, 63(4), 347-355.
• Friedman, M. (1985). Consumer boycotts in the United States, 1970–1980: Contemporary events in historical perspective. Journal of Consumer Affairs, 19(1), 96-117.
• Friedman, M. (1995). American consumer boycotts in response to rising food prices: Housewives' protests at the grassroots level, Journal of Consumer Policy, 18(1), 55-72.
• Friedman, M. (1996). A positive approach to organized consumer action: The “buycott” as an alternative to the boycott. Journal of Consumer Policy, 19(4), 439-451.
• Jost, J. T., Langer, M., Singh, V., (2017). The Politics of Buying, Boycotting, Complaining, and Disputing: An Extension of the Research Program by Jung, Garbarino, Briley, and Wynhausen. Journal of Consumer Research, 44(3), 503-510.
• Klein, J. G., Smith, N. C., John, A., (2002). Exploring motivations for participation in a consumer boycott. Advances in Consumer Re-search, 29, 363-369.
• Klein, J. G., Smith, N. C., John, A., (2004). Why we boycott: Consumer motivations for boycott participation. Journal of Marketing, 68(3), 92-109.
• Koku, P. S., Akhigbe, A., Springer, T. M., (1997). The financial impact of boycotts and threats of boycott. Journal of Business Research, 40(1), 15-20.
• Laroche, M., Yang, Z., McDougall, G. H., Bergeron, J., (2005). Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences. Journal of Retailing, 81(4), 251-267.
• Makarem, S. C. and Jae, H. (2016). Consumer boycott behavior: An exploratory analysis of twitter feeds. Journal of Consumer Affairs, 50(1), 193-223.
• McGrath, J. E. (1981). Dilemmatics: The study of research choices and dilemmas. American Behavioral Scientist, 25(2), 179-210.
• Neilson, L. A. (2010). Boycott or buycott? Understanding political consumerism. Journal of Consumer Behavior, 9(3), 214-227.
• Nunnally, J. (1978). Psychometric theory. (2nd ed.), New York, NY: McGraw-Hill.
• Paek, H. J. and Nelson, M. R. (2009). To buy or not to buy: Determinants of socially responsible consumer behavior and consumer reactions to cause-related and boycotting ads. Journal of Current Issues & Research in Advertising, 31(2), 75-90.
• Pallant, J. (2005). SPSS survival manual: A step by step guide to data analysis using SPSS for Windows (version 12). 2nd ed. Sydney, Australia: Allen & Unwin.
• Pruitt, S. W. and Friedman, M. (1986). Determining the effectiveness of consumer boycotts: A stock price analysis of their impact on corporate targets, Journal of Consumer Policy, 9(4), 375-387.
• Richins, M. L. and Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316.
• Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209-219.
• Sen, S., Gürhan-Canli, Z., Morwitz, V., (2001). Withholding consumption: A social dilemma perspective on consumer boycotts. Journal of Consumer research, 28(3), 399-417.
• Smith, N. C. (1990). Morality and the Market: Consumer Pressure for Corporate Accountability. London: Routledge.
• Smith, M. and Li, Q. (2010). The role of occupation in an integrated boycott model: A cross-regional study in China. Journal of Global Marketing, 23(2), 109-126.
• Taşçıoğlu, M., Eastman, J. K., Iyer, R. (2017). The impact of the motivation for status on consumers’ perceptions of retailer sustainability: the moderating impact of collectivism and materialism. Journal of Consumer Marketing, 34(4), 292-305.
• Taşçıoğlu, M. and Yener, D. (2017). Tüketicilerin Boykotlara Karşı Tutumlarına Yönelik Bir Araştırma: Menşei Ülke ve Sürdürülebilirliğin Etkileri. Akademik Sosyal Araştırmalar Dergisi, 5(61), Aralık, 54-67.
• Thiesse, F. (2007). RFID, privacy and the perception of risk: A strategic framework. The Journal of Strategic Information Systems, 16(2), 214-232.
• Yener, D. (2013). Tüketicilerin Algıladıkları Risklerin Azaltılmasında Pazar Eksperlerinin Rolü. Yalova Sosyal Bilimler Dergisi, Sayı 5, 219-234.
• Yener, D. (2014). Consumer Boycotts as a Consequence of Consumerism in Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices. (Eds. Kaufmann, H. R., Panni, M. F. A. K.), IGI Global, USA, 458-471.
• Yener, D., Dursun, T., Oskaybaş, K., (2014), Hedonism, materialism and consumer boycott participation. IIB International Refereed Academic Social Sciences Journal, 15(5), 99-111.
• Yener, D. (2015). Factors that affect the attitudes of consumers toward halal-certified products in Turkey. Journal of Food Products Marketing, 21(2), 160-178.
• Yener, D., Dursun, T., Oskaybaş, K., (2016), Determinants that affect consumers’ boycott participation. Akademik Sosyal Araştırmalar Dergisi, 4(33), 61-75.
• Yener, D. (2017). Social Impact in Consumer Behavior - Consumer Boycotts as a Consumerism Activity in Socio-Economic Perspectives on Con-sumer Engagement and Buying Behavior, (Eds. Kaufmann, H. R., Panni, M. F. A. K.), IGI Global, USA, 22-35.