Etnosentrizm, Kozmopolitanizm, Çeşitlilik Arayışı Ve Kişisel Yenilikçiliğin Yabancı Menşeili Fast Food Restoranlardan Satın Alma Niyetine Etkisi: Yabancı Marka Ülke İmajının Düzenleyici Rolü

Öz

Küreselleşmeyle birlikte tüketim kalıplarının gün geçtikçe birbirine benzemesi gıda sektöründe yer alan işletmelerin dış pazarlara daha çok açılmasını teşvik etmiştir. Türkiye’ de de özellikle son yıllarda küreselleşme ve göçün etkisiyle birçok yabancı menşeili fastfood restoran açılmıştır. Ancak bu restoranların bir kısmı yerel tüketiciler tarafından istenilen talebi görememektedir. Bu çalışmanın amacı çeşitlilik arayışı, kişisel yenilikçilik, kozmopolitanizm ve etnosentrizmin yabancı menşeili fastfood restoranlardan hizmet almaya etkilerini ortaya koymaktır. Ayrıca, çalışmada yabancı marka ülke imajının bu etkiler üzerindeki düzenleyici etkilerini belirlenmeye çalışılmıştır. Bu çerçevede oluşturulan anketler yüz yüze ve online anket yöntemiyle 411 kişiye uygulanmış ve araştırma kapsamında belirlenen hipotezler PLS-SEM ve PLS-MGA analizleri ile test edilmiştir. Analiz sonuçlarına göre çeşitlilik arayışı, kişisel yenilikçilik, kozmopolitanizmin yabancı fastfood restorandan hizmet alma niyetini olumlu yönde etkilediği belirlenmiştir. Etnosentizmin ise yabancı fastfood restoranttan hizmet alma niyetini olumsuz etkilediği ortaya konmuştur. Ayrıca restoranın menşei ülkesinin marka imajına göre çeşitlilik arayışı, kozmopolitanizm ve etnosentirizmin satın alma niyeti arasındaki ilişkilerin farklılaştığı belirlenmiştir. Yabancı ülke imajı düşük olduğunda bu üç değişkenin satın alma niyetini daha fazla etkilediği saptanmıştır.

Anahtar Kelimeler

• Çeşitlilik Arayışı
• Kişisel Yenilikçilik
• Kozmopolitanizm
• Etnosentrizm
• En Küçük Kareler Çoklu Grup Analizi

The Effect of Ethnocentrism, Cosmopolitanism, Variety Seeking and Personal Innovativeness on Purchasing Intention from Foreign Origin Fast Food Restaurants: The Moderation Role of Foreign Brand Country Image

Öz

With the globalization, the similarity of consumption patterns day by day has encouraged businesses in the food sector to open up to foreign markets more. In Turkey, especially in recent years, with the effect of globalization and migration, many foreign origin fast food restaurants have been opened. However, some of these restaurants cannot meet the demand of local consumers. The aim of this study is to reveal the effects of variety seeking, personal innovativeness cosmopolitanism and ethnocentrism on receiving service from foreign fast food restaurants. In addition, in the study, it was tried to determine the moderation effects of foreign brand country image on these effects. The questionnaires created in this framework were applied to 411 people by face-to-face and online questionnaire method and the hypotheses determined within the scope of the research were tested with PLS-SEM and PLS-MGA analyses. According to the results of the analysis, it has been determined that the variety seeking, personal innovativeness, and cosmopolitanism have a positive effect on the purchase intention from a foreign fast food restaurant. It has been revealed that ethnocentrism negatively affects the purchase intention from foreign fast food restaurants. In addition, it was determined that the relations between the variety seeking, cosmopolitanism and ethnocentrism's purchase intention differ according to the brand image of the country of origin of the restaurant. It has been determined that these three variables affect the purchase intention more when the foreign country image is low.

Anahtar Kelimeler

• Variety seeking
• Personal Innovativeness
• Cosmopolitanism
• Ethnosentrizm
• Least Squares Multiple Group Analysis

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