A Study in the Covid-19 Process on Determining the Moderated Mediation Effect of Consumer Confidence Between Perceived Financial Well-Being, Prosocial Consumer Ethnocentrism Tendencies and Domestic Product Purchase Behaviour

Öz

The aim of this study is to test whether the consumer confidence index evaluations have a moderated mediation effect among the variables in the relationship between the perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior during the Covid-19 epidemic economic crisis. In this context, the data collected from 513 people were analyzed with the SPSS Process. Results show that reduced perceived financial well-being has a direct effect on prosocial consumer ethnocentrism and consumer confidence. However, the effect of perceived financial well-being and prosocial consumer ethnocentrism on domestic product purchasing is also statistically significant. But, the moderated mediation effect of consumer confidence between perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior isn't statistically significant. As a major disadvantage of the research, it can be shown that it has a homogeneous sample since it was conducted in a limited time. In future studies, it is thought that the financial literacy levels of consumers can be included in the model and contribute to the theoretical model.

Anahtar Kelimeler

• Perceived Financial Well-Being
• Prosocial Consumer Ethnocentrism
• Domestic Product Purchasing
• Consumer Confidence

Tüketici Güveninin, Algılanan Finansal Refah, Toplum Yanlısı Etnosentrik Eğilimler ve Yerli Ürün Satın Alma Davranışı Arasındaki Düzenleyicilik Etkisinin Belirlenmesi Üzerine Bir Araştırma

Öz

Bu çalışmanın amacı, Covid-19 salgını ile yaşanan ekonomik kriz döneminde, tüketicilerin algıladıkları finansal refah düzeyi, toplum yanlısı etnosentrik eğilimleri ve yerel ürün satın alma davranışı arasındaki ilişkide tüketici güven endeksine yönelik değerlendirmelerinin söz konusu değişkenler arasında düzenleyicilik etkisine sahip olup olmadığını test etmektir. Bu bağlamda, 513 kişiden toplanan veriler, SPSS Process yardımı ile yapılan düzenleyicilik etkisi analizine tabi tutulmuştur. Analizler sonucunda, algılanan finansal refahın azalmasının toplum yanlısı etnosentrik eğilimler ile tüketici güveni üzerindeki direkt etkilerinin anlamlı olduğu görülmüştür. Bununla beraber, algılanan finansal refahın azalmasının ve toplum yanlısı etnosentrik eğilimlerin yerel ürün satın alma üzerindeki etkisi de istatistiksel olarak anlamlıdır. Tüketici güveninin, algılanan finansal refah, toplum yanlısı etnosentrik eğilimler ve yerli ürün satın alma davranışı arasındaki düzenleyicilik etkisinden ise bahsedilememektedir. Araştırmanın önemli dezavantajı olarak, kısıtlı bir zamanda yapılmış olması dolayısıyla homojen bir örneğe sahip olması gösterilebilir. Gelecek çalışmalarda, tüketicilerin finansal okuryazarlık düzeylerinin modele dahil edilerek teorik modele katkı yapılabileceği düşünülmektedir.

Anahtar Kelimeler

• Algılanan Finansal Refah
• Toplum Yanlısı Etnosentrizm
• Yerli Ürün Satın Alma
• Tüketici Güveni

A Study on Determining the Moderated Mediation Effect of Consumer Confidence Between Perceived Financial Well-Being, Prosocial Consumer Ethnocentrism Tendencies and Domestic Product Purchase Behaviour

Öz

The aim of this study is to test whether the consumer confidence index evaluations have a moderated mediation effect among the variables in the relationship between the perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior during the Covid-19 epidemic economic crisis. In this context, the data collected from 513 people were analyzed with the SPSS Process. Results show that reduced perceived financial well-being has a direct effect on prosocial consumer ethnocentrism and consumer confidence. However, the effect of perceived financial well-being and prosocial consumer ethnocentrism on domestic product purchasing is also statistically significant. But, the moderated mediation effect of consumer confidence between perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior isn't statistically significant. As a major disadvantage of the research, it can be shown that it has a homogeneous sample since it was conducted in a limited time. In future studies, it is thought that the financial literacy levels of consumers can be included in the model and contribute to the theoretical model.

Anahtar Kelimeler

• Perceived Financial Well-Being
• Prosocial Consumer Ethnocentrism
• Domestic Product Purchasing
• Consumer Confidence

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