A Study on Consumer Animosity, Negative WOM (nWOM), and Boycott Behaviours of Rival Football Fans

Yıl 2022, , 227 - 242, 29.07.2022

Talha Bayır , Hasan Osmanoğlu

https://doi.org/10.17233/sosyoekonomi.2022.03.12

Öz

This study aims to determine the effects of consumer animosity on boycott motivation through Negative WOM. The sample population of this study, which was carried out on rival football fans, consists of 408 people selected by a convenient sampling method. Considering the research analyses, the relationship levels between the variables were determined. Reliability and validity analyses were applied. Then, the effect and mediation levels between the variables were determined by Structural Equation Modelling. According to the results, it was found that consumer animosity had a positive and significant effect on boycott motivation through negative WOM.

Anahtar Kelimeler

Consumer Animosity, Negative Word of Mouth (nWOM), Boycott Motivation, Rival Football Fans, Licensed Fan Products

Rakip Futbol Taraftarlarının Tüketici Düşmanlığı, Negatif Ağızdan Ağıza İletişim (nWOM) ve Boykot Davranışları Üzerine Bir Araştırma

Öz

Araştırma ile amaçlanan, tüketici düşmanlığının, negatif WOM aracılığı ile boykot motivasyonu üzerindeki etkileri ortaya koymaktır. Rakip futbol taraftarları üzerine gerçekleşen bu araştırmanın örneklem kitlesini, kolayda örnekleme yöntemi ile seçilen toplam olarak 408 kişi oluşturmaktadır. Araştırma analizleri kapsamında, öncelikle değişkenler arasındaki ilişki düzeyleri tespit edilmiştir. Ardından, güvenilirlik ve geçerlilik analizleri gerçekleştirilmiştir. Daha sonra ise, yapısal eşitlik modellemesi ile değişkenler arasındaki etki ve aracılık düzeyleri belirlenmiştir. Araştırma sonuçları neticesinde, tüketici düşmanlığının, negatif WOM aracılığı ile boykot motivasyonunu pozitif ve anlamlı bir düzeyde etkilediği bulgusuna ulaşılmıştır.

Anahtar Kelimeler

Tüketici Düşmanlığı, Negatif Ağızdan Ağıza İletişim (nWOM), Boykot Motivasyonu, Rakip Futbol Taraftarları, Lisanslı Taraftar Ürünleri

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