TÜKETİCİ ETNOSENTRİZMİNİN YABANCI MARKA DİJİTAL TV PLATFORMU SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE TÜKETİCİ YENİLİKÇİLİĞİNİN DÜZENLEYİCİ ROLÜ

Öz

Dünyada geleneksel medyanın izlenme oranı gittikçe azalırken dijital TV platformlarına abone olanların sayısı her geçen gün artış göstermektedir. Küresel pazara hakim olan markaların yanı sıra yerel markalar da pazara girerek özellikle kendi ülkelerinde ciddi izlenme oranlarına ulaşmışlardır. Rekabetin her geçen gün arttığı bu pazarda yabancı markaların tutunabilmesi için tüketicilerin tutum, davranış ve niyetleri üzerinde etkili olan faktörleri bilmeleri gerekmektedir. Bu çalışmanın amacı tüketici yenilikçiliğinin tüketici etnosentrizmi ve yabancı marka dijital TV platformu satın alma niyeti arasındaki ilişkide düzenleyici rolünü incelemektir. Bu amaçla Tokat ilinde yaşayan 450 katılımcı üzerinde araştırma gerçekleştirilmiştir. Araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Araştırma kapsamında dijital TV platformu olarak over-the-top (OTT) medyasına yönelik satın alma niyeti araştırılmıştır. Araştırma sonucunda tüketici etnosentrizminin yabancı marka dijital TV platformu satın alma niyeti üzerinde negatif etkisi olduğu tespit edilmiştir. Ayrıca tüketici yenilikçiliğinin tüketici etnosentrizmi ve yabancı marka dijital TV platformu satın alma niyeti arasındaki ilişkide düzenleyici rolü bulunmaktadır. Katılımcıların yenilikçilik düzeyi arttıkça tüketici etnosentrizminin yabancı marka dijital TV platform satın alma niyeti üzerindeki negatif etkisi azalmaktadır. Çalışmanın bulguları bölgede faaliyet gösteren veya gelecekte bu bölgeye girmeyi düşünen dijital TV platformları için önemli yönetimsel çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Tüketici Etnosentrizmi
• Tüketici Yenilikçiliği
• Satın Alma Niyeti
• Dijital TV Platformu
• OTT TV

THE MODERATING ROLE OF CONSUMER INNOVATIVENESS IN THE EFFECT OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTION TOWARD FOREIGN-BRAND DIGITAL TV PLATFORMS

Öz

As traditional media viewership declines around the world, the number of subscribers to digital TV platforms has been steadily increasing. In addition to the brands that dominate the global market, local brands have also entered the market and achieved serious viewership, especially in their domestic markets. In order for foreign brands to succeed in this increasingly competitive market, they need to understand the factors that influence consumers' attitudes, behaviors and intentions. The purpose of this study is to examine the moderating role of consumer innovativeness in the relationship between consumer ethnocentrism and the purchase intention of a foreign brand digital TV platform. For this purpose, a research was conducted on 450 participants living in Tokat province. In the study, a questionnaire was used as a data collection tool. Within the scope of the research, the purchase intention towards over-the-top (OTT) media as a digital TV platform was investigated. As a result of the research, it was found that consumer ethnocentrism has a negative effect on purchase intention of foreign brand digital TV platform. In addition, consumer innovativeness plays a moderating role in the relationship between consumer ethnocentrism and purchase intention of foreign brand digital TV platform. As the level of innovativeness of the participants increases, the negative effect of consumer ethnocentrism on purchase intention of foreign brand digital TV platform decreases. The results of the study provide important managerial implications for digital TV platforms operating in the region or considering entering the region in the future.

Anahtar Kelimeler

• Consumer Ethnocentrism
• Consumer Innovativeness
• Purchase Intention
• Digital TV Platform
• OTT TV

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