TÜKETİCİ MİLLİYET MERKEZCİLİĞİ VE DÜŞMANLIĞININ KÜLTÜREL BENZERLİK ÇERÇEVESİNDE İNCELENMESİ: BOSNA HERSEK UYGULAMASI

Yıl 2016, Cilt: 18 Sayı: 2, 65 - 78, 17.12.2016

Öznur Özkan Tektaş , Sabina Heljic

Öz

 Bu çalışmanın amacı, tüketicilerin milliyet merkezcilik ve düşmanlık düzeylerinin satın alma niyeti üzerindeki etkilerinin kültürü benzer ve benzer olmayan ülkeler arasında farklılık gösterip göstermediğini araştırmaktır. Bu çerçevede önerilen modeli test etmek amacıyla Bosna Hersek’in farklı şehirlerindeki hane halkı üzerinde araştırma gerçekleştirilmiştir. Bu amaçla, yüz yüze anket yoluyla 300 katılımcıdan veri toplanmıştır. Uygulanan Çoklu Regresyon Analizi’ne göre tüketicilerin milliyet merkezciliğinin yabancı ürünleri satın alma niyetini olumsuz yönde etkilediği bulunmuştur. Sonuçlar Bosna Hersek’teki tüketicilerin Sırbistan’a ve Hollanda’ya karşı savaş ve ekonomik düşmanlığın var olduğunu göstermektedir. Aynı zamanda, savaş ve ekonomik düşmanlığın yabancı ürünleri satın alma niyetini olumsuz yönde etkilediği tespit edilmiştir. Yapılan Chow Testi sonucunda ülkelere ait eğim ve katsayılarının anlamlı farklılık gösterdiği tespit edilmiştir. Analiz sonuçlarına göre, kültürel benzerliğin milliyet merkezcilik ve düşmanlığın yabancı ürünleri satın alma niyeti üzerindeki olumsuz etkisini azalttığı, savaş düşmanlığının yabancı ürünleri satın alma niyeti üzerindeki olumsuz etkisini ise azaltmadığı bulunmuştur. 

Anahtar Kelimeler

Milliyet Merkezcilik, Savaş Düşmanlığı, Ekonomik Düşmanlık, Satın Alma Niyeti, Kültürel Benzerlik

INVESTIGATING CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY IN THE CONTEXT OF CULTURAL SIMILARITY: BOSNIA AND HERZEGOVINA APPLICATION

Öz

 The purpose of this study is to investigate whether the impact of consumers’ ethnocentrism and consumer animosity on their purchase intention toward foreign products differs between culturally similar and dissimilar countries. In this context, the proposed model was tested on a sample of Bosnian households in the different cities. The data was collected from 300 participants. The results showed that consumer ethnocentrism has a negative impact on purchase intention toward foreign products. Results also showed that Bosnian consumers feel both war and economic animosty towards Serbia and Netherlands. Further, consumers’ war and economic animosity have a negative impact on their purchase intention toward foreign products. Cultural similarity between consumers’ home and foreign product’s country has a weakening effect on the negative impact of consumers’ ethnocentrism and economic animosity on their purchase intention toward foreign products but does not have a weakening effect on the negative impact of war animosity. 

Anahtar Kelimeler

Consumer Ethnocentrism, War Animosity, Economic Animosity, Purchase Intention, Cultural Similarity

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