@article{article_1715350, title={THE EFFECT OF ETHNOCENTRISM ON CONSUMER BEHAVIOUR: EVIDENCE FROM AN EXPERIMENTAL HYBRID (PLS-SEM, CB-SEM, AND PLS-ANN) STUDY}, journal={Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi}, volume={13}, pages={1287–1322}, year={2025}, DOI={10.19145/e-gifder.1715350}, author={Armutçu, Barış}, keywords={Havayolu pazarlaması, eWOM, Yolcu etnosentrizmi, Fiyat primi, Yeniden satın alma}, abstract={Although the limited existing literature has indicated that ethnocentrism-driven economic, political and cultural conflicts, which have increased in recent years, play a significant role in shaping consumer behaviour, this subject still lacks sufficient empirical evidence, particularly in the context of tourist ethnocentrism. In this regard, the current study investigates the effects of ethnocentrism on repurchase intention, recommendation (eWOM), willingness to pay a price premium, perceived service quality and perceived value among consumers from Asian, European and Middle Eastern consumption cultures. In addition, the study examines the mediating roles of perceived service quality and perceived value in the relationships between airline passenger ethnocentrism and repurchase intention, eWOM and willingness to pay a price premium. A hybrid research approach was adopted to analyze the developed research model and the data obtained, incorporating Partial Least Squares Structural Equation Modelling (PLS-SEM) with 5,000 sub-samples, Covariance-Based Structural Equation Modelling (CB-SEM) and the Structural Equation Modelling-Artificial Neural Network (SEM-ANN) approach. The findings indicate that passenger ethnocentrism has significant and positive effects on repurchase intention, recommendation, willingness to pay a price premium, perceived service quality and perceived value. These identified findings were similarly confirmed by the results of the ANN analysis. In addition, perceived service quality and perceived value were found to play significant mediating roles in the relationship between passenger ethnocentrism and passengers’ behavioural intentions. These results point out important implications for businesses in developing strategies that emphasize local identity and values, offer high-quality services and create customer value.}, number={2}, publisher={Gümüşhane Üniversitesi}