Etnosentrik Tüketicilerin Yabancı Markaları ve Zenosentrik Tüketicilerin Yerli Markaları Tercih Etmelerini Sağlayan Aracı ve Düzenleyici Etkiler: Yayın Platformları Üzerine Bir İnceleme

Yıl 2024, Cilt: 38 Sayı: 4, 226 - 237, 15.10.2024

Deniz Müezzinoğlu , Hüseyin Ekizler

https://doi.org/10.16951/trendbusecon.1509523

Öz

Bu çalışmanın amacı, etnosentrik olmasına rağmen yabancı dijital platformları tercih eden ve zenosentrik olmasına rağmen yerel dijital platformları tercih eden tüketicilerin yaşadığı bilişsel uyumsuzluk etkisini tersine çevirebilecek ve tüketicide olumlu tutumlar oluşturabilecek etmenlerin incelenmesidir. Literatürde, etnosentrizmin yabancı marka tercihi üzerinde olumsuz etkisi ve zenosentrizmin yerli marka tercihinde olumsuz etkisi görüldüğünden çalışmaya bazı aracı ve düzenleyici değişkenler eklenerek bu etkilerin olumluya çevrilmesi hedeflenmiştir. Bu amaç doğrultusunda anket formu oluşturularak, Türk tüketicilerden kolayda örnekleme yöntemi ile 415 kişiden veri toplanmıştır. Araştırmanın bulgularına göre, etnosentrizmin yabancı marka tercihine doğrudan etkisi bulunamamışken algılanan marka yerelliği üzerinden dolaylı bir etki tespit edilmiştir. Zenosentrizmin ise yerli marka tercihine doğrudan etkisi kısmen desteklenmiş ve tüketici benlik uyumunun bu etkide dolaylı bir rol oynadığı görülmüştür. Bulgular, etnosentrizmin algılanan yerellik ile yabancı marka tercihi üzerinde doğrudan etkisi olduğunu ve algılanan fiyat değerinin, algılanan yerellik ile yabancı marka tercihi arasındaki ilişkide düzenleyici rol oynadığını ortaya koymuştur. Zenosentrizmin benlik uyumu üzerinde, benlik uyumunun da yerli marka tercihinde anlamlı etkisi saptanmıştır. Algılanan kalite değerinin benlik uyumu ile yerli marka tercihi arasındaki ilişkide düzenleyici rol oynadığı sonucuna ulaşılmıştır. Son olarak, etnosentrizmin yerli marka tercihine, zenosentrizmin de yabancı marka tercihine doğrudan etkisi görülmüştür.

Anahtar Kelimeler

Tüketici etnosentrizmi, Algılanan yerellik, Algılanan fiyat ve kalite değeri, Tüketici zenosentrizmi, Tüketici benlik uyumu, Marka tercihi

Mediating and Moderating Effects Influencing Ethnocentric Consumers' Preference for Foreign Brands and Xenocentric Consumers' Preference for Domestic Brands: An Examination Through Streaming Platforms

Öz

The purpose of this study is to examine the factors that can reverse the cognitive dissonance experienced by consumers who prefer foreign digital platforms despite being ethnocentric, and those who prefer local digital platforms despite being xenocentric. The goal is to create positive attitudes among these consumers. Existing literature indicates a negative effect of ethnocentrism on foreign brand preference and a negative effect of xenocentrism on domestic brand preference. This study aims to transform these negative effects into positive ones by incorporating mediating and moderating variables. To achieve this goal, a survey was conducted, collecting data from 415 Turkish consumers through convenience sampling method. The findings indicate that while ethnocentrism does not have a direct effect on foreign brand preference (BP), an indirect effect is observed through perceived brand localness (PBL). The effect of xenocentrism on local brand preference is partially supported, with self-congruity playing an indirect role in this effect. The results reveal that ethnocentrism has a direct effect on foreign BP and PBL, and perceived price value acts as a moderator in the relationship between PBL and foreign BP. Xenocentrism has a significant impact on self-congruity, which in turn significantly influences local BP. Finally, perceived quality value moderates the relationship between self-congruity and local BP. The study concludes that ethnocentrism has a direct effect on local BP, while xenocentrism directly influences foreign BP.

Anahtar Kelimeler

Consumer ethnocentrism, Perceived brand localness, Perceived price and quality value, Consumer xenocentrism, Self-congruity, Brand preference

Kaynakça

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