WHICH EVALUATION CRITERION IS AFFECTED BY COUNTRY OF ORIGIN AND FORMS PURCHASE INTENTION THE MOST: AN EMPIRICAL STUDY

Yıl 2016, Cilt: 5 Sayı: 9, 39 - 48, 02.10.2016

Onur İzmir

Öz

In country of origin studies, multi cue approaches are advised owing to the fact that there are many elements
consumers take into account while developing attitude and behavior towards a product. However, single cue
approach is utilized in this study for the purpose of comprehending the full effect of country of origin image
on consumers' subjective evaluations regarding quality, value and utility of the intended product. Among
these product evaluation criteria, which one affects purchase intention the most is put to the test, using
structured equation modeling. According to the results, the strongest effect of country of origin image is
almost equally the same on both quality and utility perceptions, while purchase intention is affected by utility
perception the most. In this regard, it has been determined that in this country of origin study where Turkish
consumers are subject to the research, normative approach is identified as the most important element.

Anahtar Kelimeler

Country of origin image, Quality, Value, Utility, Purchase Intention, SEM

HANGİ DEĞERLENDİRME KRİTERİ MENŞEİ ÜLKE TARAFINDAN EN ÇOK ETKİLENİR VE EN ÇOK SATIN ALMA NİYETİ OLUŞTURUR: DENEYSEL BİR ÇALIŞMA

Öz

Bir ürünle alakalı tutum ve davranış geliştirmede tüketicilerin göz önünde bulundurduğu birçok unsurun olmasından dolayı menşe ülke çalışmalarında çoklu yaklaşımlar önerilmektedir. Fakat, menşe ülke imajının kalite, değer ve fayda açısından tüketicilerin kişisel değerlendirmeleri üzerindeki tam etkisini anlamak için bu çalışma kapsamında çoklu bir yaklaşım kullanılmamıştır. Yapısal eşitlik modellemesi kullanılarak ürün değerlendirme kriterleri arasından hangisinin satın alma niyetini daha çok etkilediği test edilmiştir. Sonuçlara göre, menşe ülke imajı etkisinin kalite ve fayda algısı üzerinde neredeyse aynı olduğu; fakat satın alma niyetinin en çok fayda algısı tarafından etkilendiği gözlemlenmiştir. Bu açıdan, Türk tüketicilerin kullanıldığı bu menşe ülke çalışmasında kuralsal yaklaşımın en önemli unsur olduğu tespit edilmiştir

Anahtar Kelimeler

Menşe Ülke İmajı, Kalite, Değer, Fayda, Satın Alma Niyeti, YEM

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