TY  - JOUR
T1  - ETNOSENTRİZMDEN KOZMOPOLİTANİZME: ÇİNLİ TÜKETİCİLERİN FAST FOOD SATIN ALMA NİYETLERİ ÜZERİNE BİR ARAŞTIRMA
TT  - FROM ETHNOCENTRISM TO COSMOPOLITANISM: A STUDY ON CHINESE CONSUMERS' PURCHASE INTENTIONS FOR FAST FOOD
AU  - Akbulak, Tuğba
AU  - Özden, Ünal Halit
PY  - 2025
DA  - June
Y2  - 2025
DO  - 10.62101/iticudisticaretdergisi.1602033
JF  - İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi
PB  - İstanbul Ticaret Üniversitesi
WT  - DergiPark
SN  - 2980-2199
SP  - 1
EP  - 19
VL  - 3
IS  - 5
LA  - tr
AB  - Küreselleşmenin etkisiyle dünya genelinde ulusların kültürel normları sürekli bir değişim göstermekte ve bu durum tüketicilerin satın alma davranışlarında önemli dönüşümlere yol açmaktadır. Bu değişim, işletmelere ev sahibi ülkelerin sınırlarını aşarak diğer ülkelere yayılma fırsatları sunmaktadır. Fast food sektörü, diğer sektörler gibi bu süreçte öncü bir rol üstlenmiştir. Tüketicilerin kültürel bağlılıkları, yeniliklere açıklıkları, uluslararası mutfaklara ilgileri ve çeşitlilik arayışları gibi sosyo-psikolojik faktörler, fast food tercihlerinde belirleyici bir role sahiptir. Bu çalışma, etnosentrizm, kozmopolitanizm, çeşitlilik arayışı ve yenilikçilik faktörlerinin Çinli tüketiciler arasındaki ABD fast food ürünlerini satın alma niyeti üzerindeki etkilerini incelemektedir. Araştırmada, 16 yaş ve üzeri tüketicilerden oluşan bir örnekleme anket uygulanmış ve veriler yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Bulgular, etnosentrizm ve çeşitlilik arayışının satın alma niyetleri üzerinde pozitif etkiler yarattığını; ancak kozmopolitanizm ve yenilikçiliğin belirli durumlarda satın alma davranışlarını sınırlayabildiğini göstermektedir. Elde edilen sonuçlar, fast food sektöründe faaliyet gösteren işletmelerin pazarlama stratejilerinde sosyo-psikolojik faktörleri dikkate almalarının önemini vurgulamaktadır. Bu çalışma, Çin pazarına giriş yapmak isteyen işletmelere stratejik bir rehber niteliği taşımaktadır.
KW  - Küreselleşme
KW  - Etnosentrizm
KW  - Kozmopolitanizm
KW  - Çeşitlilik Arayışı
KW  - Fast Food
KW  - Satın Alma Niyeti
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UR  - https://doi.org/10.62101/iticudisticaretdergisi.1602033
L1  - https://dergipark.org.tr/tr/download/article-file/4442774
ER  -