Tüketicilerin Yerli ve Elektrikli Otomobil (TOGG) Satın Alma Niyetini Etkileyen Faktörler: Doğu Karadeniz Bölgesinde Bir Araştırma

Öz

Dünyada birçok ülke kendi yerli otomobilini üreterek otomotiv pazarında yer almaktadır. Bu ülkelere 2019 yılında tanıtılan TOGG elektrikli otomobil markası ile Türkiye de dahil oldu. Seri üretimine geçilen ve 2022 yılında satışa sunulan TOGG elektrikli otomobil markası, tüketiciler tarafından satın alınmaya ve kullanılmaya başlandı. Dolayısıyla tüketicilerin TOGG marka yerli ve elektrikli otomobillere yönelik satın alma niyetlerini etkileyen faktörler merak konusudur. Bu nedenle araştırma, tüketici yenilikçiliği, tüketici etnosentrizmi, performans beklentisi, sosyal etki, çevresel fayda ve fiyat duyarsızlığının TOGG marka yerli ve elektrikli otomobil satın alma niyeti üzerindeki etkilerini belirlemeyi ve ayrıca satın alma için sunulan sübvansiyonların bu etkilerdeki moderatör rolünü ortaya koymayı amaçlamaktadır. Bu amaçla hazırlanan anket formu Doğu Karadeniz Bölgesi'ndeki yedi ilde tüketicilere yüz yüze uygulanmıştır. Elde edilen verilerin analiz sonucunda, tüketici yenilikçiliği, tüketici etnosentrizmi, performans beklentisi, sosyal etki ve çevresel faydanın TOGG marka otomobil satın alma niyeti üzerinde pozitif etkileri tespit edilirken, fiyat duyarsızlığı ile ilgili anlamlı bir etki tespit edilememiştir. Bu bulgular hem teori hem de uygulama için önemli çıkarımlara sahiptir.

Anahtar Kelimeler

• TOGG
• Tüketici Yenilikçiliği
• Tüketici Etnosentrizmi
• Performans Beklentisi
• Sosyal Etki
• Fiyat Duyarsızlığı
• Çevresel Fayda
• Teşvik/Sübvansiyon

Factors Affecting Consumers’ Intention to Purchase Domestic and Electric Automobiles (TOGG): A Research in the Eastern Black Sea Region

Öz

Many countries in the world produce their domestic cars and take part in the automotive market. Turkey was also included in these countries, with the TOGG electric car brand introduced in 2019. The TOGG electric car brand, was mass-produced and sold in 2022, has begun to be purchased and used by consumers. Therefore, the factors that affect consumers' purchasing intentions for TOGG brand domestic and electric cars are a matter of curiosity. Therefore, the research aims to determine the effects of consumer innovativeness, consumer ethnocentrism, performance expectation, social impact, environmental benefit and price insensitivity on the purchase intention of TOGG brand domestic and electric cars, and also to reveal the moderating role of the subsidies offered for purchase in these effects. The survey form prepared for this purpose was applied face to face to consumers in seven Eastern Black Sea Region provinces. As a result of the analysis, while positive effects of consumer innovativeness, consumer ethnocentrism, performance expectation, social impact and environmental benefit on the intention to purchase the TOGG brand automobile were determined, no significant effect was determined regarding price insensitivity. These findings have substantial implications for both theory and practice.

Anahtar Kelimeler

• TOGG
• Consumer Innovativeness
• Consumer Ethnocentrism
• Performance Expectation
• Social Impact
• Price Incentiveness
• Environmental Benefit
• Incentive/Subsidy

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