MENŞE ÜLKE ETKİSİNİN ÇEVRİMİÇİ SATIN ALMA KARARLARI ÜZERİNDEKİ ETKİLERİ: KAPSAMLI BİR DERLEME

Yıl 2025, Cilt: 17 Sayı: 2, 216 - 247, 25.12.2025

Gözde Akdeniz , Birce Dobrucalı Yelkenci

https://doi.org/10.18613/deudfd.1678543

Öz

Bu çalışma, menşe ülke kavramının çevrimiçi satın alma kararları üzerindeki etkisini kapsamlı bir şekilde incelemeyi amaçlamaktadır. Bu doğrultuda, mevcut bilgi birikimi içindeki kavramsal ve metodolojik yaklaşımlar ile ampirik boyutlar detaylı bir şekilde analiz edilerek sentezlenmiş ve eleştirel bir değerlendirmeye tabi tutulmuştur. İşletme ve yönetim literatüründen 2006-2023 yılları arasında yayımlanmış 34 makaleye ulaşılmıştır. Literatürdeki güncel durumu belirlemek ile gelecekteki araştırma yönelimlerini ortaya koymak için bir kapsamlı bir derleme çalışması yapılmıştır. İncelenen makalelerin çoğu hipotez odaklı ve yapılandırılmış olup, daha az bir kısmı keşifsel niteliktedir. Çoğunlukla ikincil verilere dayalı istatistiksel teknikler ve çevrimiçi anketler kullanılırken, vaka çalışmaları daha az tercih edilmiştir. Kesitsel ve boylamsal araştırmalar neredeyse eşit düzeyde temsil edilerek çevrimiçi menşe ülke etkilerine dair hem statik hem de dinamik içgörüler sunmaktadır. Coğrafi açıdan, araştırmalar daha çok Asya, Kuzey Amerika ve Avrupa ülkelerine odaklanmaktadır. Çalışmalarda tüketici ürünlerine, hizmetler ve endüstriyel ürünlerden daha fazla önem verildiği gözlemlenmektedir. Örnekleme yöntemleri genellikle yetersiz açıklanmış olup, en yaygın kullanılan veri analiz tekniği çok değişkenli istatistiklerdir. Bu araştırma, uluslararası pazarlama literatürüne katkıda bulunarak mevcut çalışmaları gözden geçirmek, daha fazla inceleme gerektiren boşlukları vurgulamak ve gelecekteki araştırmalar için olası yönelimler önermek amacıyla gerçekleştirilmiştir.

Anahtar Kelimeler

çevrimiçi menşe ülke , menşe ülke , derleme , uluslararası pazarlama

COUNTRY-OF-ORIGIN EFFECTS ON ONLINE PURCHASE DECISION-MAKING: A SCOPING REVIEW

Öz

This study aims to provide a comprehensive review of the impact of country-of-origin on online purchase decisions through a critical synthesis of conceptual, methodological, and empirical dimensions in the existing literature. A total of 34 scholarly articles from business and management literature published between 2006 and 2023 were identified using a comprehensive review methodology to assess the current state of research and reveal future directions. Most studies adopt formalized, hypothesis-driven approaches, while a smaller share is exploratory. Statistical techniques based on secondary data and online questionnaires are widely used, whereas case studies are less common. Cross-sectional and longitudinal studies are almost equally represented, providing both static and dynamic perspectives on country-of-origin effects. Geographically, the research predominantly focuses on North America, Asia, and Europe. There is a stronger emphasis on consumer goods compared to services and industrial products. Sampling procedures are frequently underreported, and multivariate statistical methods are the most commonly employed analysis techniques. This review advances the understanding of the country-of-origin’s role in online consumer behavior by consolidating key findings, identifying methodological limitations, and proposing avenues for future research within the field of international marketing.

Anahtar Kelimeler

online country of origin , country of origin , literature review , international marketing

Teşekkür

Special thanks are extended to Prof. Bilge AYKOL for their academic guidance and support at the beginning of this study.

Kaynakça

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