GÖSTERİŞ AMAÇLI ÜRÜNLERİN SATIN ALINMASINDA ÜLKE ORİJİNİ VE TÜKETİCİ ETNOSENTRİZMİNİN ETKİSİ

Yıl 2013, Cilt: 6 Sayı: 11, 61 - 80, 01.06.2013

Alper Özer Olga Dovganiuc

Öz

Günümüzde tüketim, sadece sunulan mal ve hizmetlerin çeşitliliğini veya fonksiyonel olarak ne işe yaradığını değil, daha öte bir takım nedenleri de içinde barındırmaktadır. Fonksiyonel tüketim, çoğu durumda satın alma davranışının arkasında yatan temel neden olarak görülmektedir. Bununla birlikte, tüketiciler, toplumda statü ifadesi veya imaj gibi, ürünün veya markanın aktardığı sosyal anlam tarafından da etkilenmektedirler. Hatta, tüketicilerin sadece hazcı tüketimle açıklanmayacak şekilde, kendilerini ifade eden ve sosyal ortamlarında kendilerini gösterecek ürün veya markalara da tüketim amaçlı yaklaştıkları görülmektedir. Bu çalışmada, gösteriş amaçlı ürünler incelenmekte ve tüketicilerin satın alma kararlarında etkili olduğu düşünülen genel ürün değerlendirmeleri, spesifik ürün imajı, etnosentrik eğilimler ve gösteriş amaçlı tüketiminin, gösteriş amaçlı ürünlerin satın alınması üzerindeki doğrudan ve düzenleyici etkileri araştırılmıştır. Çalışma sonuçları, gösteriş amaçlı ürünlerin satın alınma niyeti üzerinde tüketicilerin spesifik ürün imajı algılarının göreli olarak en güçlü etkiye sahip olduğunu göstermektedir. Sonuçlara göre, gösterişe yönelik tüketimde, tüketiciler ürün ve hizmetlerden daha çok marka ve imajları tüketmektedir. Çalışmada ayrıca, gösteriş amaçlı tüketim, etnosentrizm ile yabancı marka satın alma niyeti arasındaki ilişkide düzenleyici rol oynadığı sonucuna ulaşılmıştır

Anahtar Kelimeler

Gösteriş Amaçlı Tüketim, Ülke Orijini Etkisi, Tüketici Etnosentrizmi, Satın Alma Niyeti.

THE EFFECT OF COUNTRY OF ORIGIN AND CONSUMER ETNHNOCENTRISM ON PURCHASING CONSPICUOUS PRODUCTS

Öz

Today, consumption involves not only a large variety of goods and services offered, but also a multitude of motivations that influence consumers’ purchasing decisions. In manycases, the functional aspects of the product constitute the primary reason behind the purchase. However, other purchases may be motivated by the social meaning the product conveys, such as the owner’s status or image in the society. Determining the factors that influence consumers' purchasing decisions and investigating how they make their product choices, identification and satisfaction of consumer needs has a critical importance for firms in terms of capturing competitive advantage and achieving successful results. Study investigated the main and moderating effects of general product evaluations, specific product image, consumer ethnocentrism and conspicuous consumption on purchasing intention of conspicuous products. According to the results of the survey, consumers' perceptions of specific product image is the most powerful variable that influence the purchasing intention of conspicuous products. In other words, for conspicuous consumption consumers purchase brands and images rather than products and services. The results of study concerning conspicuous consumption show that conspicuous consumption plays moderating role in the relationship between consumer ethnocentrism and purchasing intention of foreign brand. On the one hand ethnocentric consumers tend to display their wealth by purchasing foreign brands and on the other hand they believe that it is unmoral.

Anahtar Kelimeler

Conspicuous Consumption, Country of Origin Effects, Consumer Ethnocentrism, Purchasing Intention.

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