Tüketici zenosentrizmi ve kozmopolitanizminin ürün değerlendirme ve satın alma niyetine etkisi
Küçük Resim Yok
Tarih
2023
Yazarlar
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Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Farklı yerli ve yabancı ürün seçeneklerinin mevcut olduğu durumlarda, yerli ürünleri genel olarak yabancı ürünlere göre yetersiz gören bir tüketicinin (zenosentrik tüketici) tercihi muhtemelen yabancı markalı üründen yana olacaktır. Aynı durumda yabancı ürünlere olumlu bakan, ancak yerli ürünleri yabancı ürünlere göre daha aşağıda görmeye eğilimi olmayan bir tüketicinin (kozmopolit tüketici) tercihinin ise iki yönde de olabilmesi beklenir. Bu çalışmanın ana modeliyle, yerli ürünlerin yabancı rakipleriyle benzer seviyede olduğu düşünülen beyaz eşya ürün grubunda, tüketicilerin kozmopolitanizm ve zenosentrizm seviyelerinin, yerli ve yabancı (gelişmiş ülke) markalı ürünler ile ilgili ürün değerlendirmeleri ve bu ürünleri satın alma niyetlerini nasıl etkilediği araştırılmıştır. Araştırma sonuçlarına göre; tüketici zenosentrizmi, beyaz eşya ürün grubu için yabancı ürün değerlendirmeleri ve bu ürünlere yönelik satın alma niyetini pozitif yönde etkilemektedir. Tüketici kozmopolitanizminin ise "çeşitliliğe değer verme" boyutu yabancı ürünlerin değerlendirmesi ve bu ürünlere yönelik satın alma niyetini pozitif yönde etkilemektedir. Tüketici kozmopolitanizminin hiçbir boyutu yerli ürünlere yönelik satın alma boyutunu direkt olarak etkilese de, yerli ürün değerlendirmesini pozitif etkileyen iki boyut, bu değişkenin aracı etkisi yoluyla, satın alma niyetini pozitif yönde etkilemektedir. Yerli beyaz eşya için ise beklenmedik şekilde, tüketici zenosentrizminin satın alma niyetine etkisi aracı etki yoluyla pozitif, direkt etki yoluyla ise negatif olmuştur. Tüketici kozmopolitanizmi ve zenosentrizmi arasında pozitif bir ilişki bulunmuştur. Yabancı ürünler daha iyi değerlendirildiği halde, bu satın alma niyetini aynı oranda artırmamıştır. En çok yerli ürün tercih edilen ürün kategorisi "gıda", en az yerli ürün tercih edilen ürün kategorisi ise "cep telefonu/tablet vb." olmuştur. Yaş yabancı ürünlerle ilgili tüm değişkenler ile negatif ilişkilidir. Diğer değişkenlerde çok fark görülmese de, kadın tüketicilerin yabancı ürün değerlendirme ve satın alma niyeti seviyeleri, erkeklere göre daha yüksek seviyede olmuştur.
When different domestic and foreign product options are available, a consumer who generally sees domestic products as inferior to foreign products (xenocentric consumer) will probably prefer the foreign branded product. In the same situation, preference of a cosmopolitan consumer who has a positive view of foreign products, but does not tend to see domestic products as inferior to foreign products, can go in both directions. The main purpose of this thesis is to examine the effects of consumer cosmopolitanism and c. xenocentrism on product evaluations and willingness to buy domestic and foreign (developed countries) products, where there are similar alternatives in the domestic market (for white goods). According to the research results; consumer xenocentrism had a positive effect on foreign product evaluations and willingness to buy white goods. The "valuing diversity" dimension of consumer cosmopolitanism had a positive effect on the evaluation of foreign products and the willingness to buy these products. Although no dimension of consumer cosmopolitanism had a direct effect on the willingness to buy domestic products, two dimensions that had a positive effect on domestic product evaluation had a positive effect on willingness to buy through the mediating effect of this variable. For domestic white goods, unexpectedly, the effect of consumer xenocentrism on purchase intention was positive through the mediating effect and negative through the direct effect. A positive relationship was found between consumer cosmopolitanism and xenocentrism. Although foreign products were evaluated better, this did not increase the purchase intention at the same rate. The most preferred domestic product category was "food", and the least preferred domestic product category was "mobile phone/tablet and similar". Age was negatively related to all variables related to foreign products. Although there is not much difference in other variables, female consumers' foreign product evaluation and willingness to buy levels were higher than those of men.
When different domestic and foreign product options are available, a consumer who generally sees domestic products as inferior to foreign products (xenocentric consumer) will probably prefer the foreign branded product. In the same situation, preference of a cosmopolitan consumer who has a positive view of foreign products, but does not tend to see domestic products as inferior to foreign products, can go in both directions. The main purpose of this thesis is to examine the effects of consumer cosmopolitanism and c. xenocentrism on product evaluations and willingness to buy domestic and foreign (developed countries) products, where there are similar alternatives in the domestic market (for white goods). According to the research results; consumer xenocentrism had a positive effect on foreign product evaluations and willingness to buy white goods. The "valuing diversity" dimension of consumer cosmopolitanism had a positive effect on the evaluation of foreign products and the willingness to buy these products. Although no dimension of consumer cosmopolitanism had a direct effect on the willingness to buy domestic products, two dimensions that had a positive effect on domestic product evaluation had a positive effect on willingness to buy through the mediating effect of this variable. For domestic white goods, unexpectedly, the effect of consumer xenocentrism on purchase intention was positive through the mediating effect and negative through the direct effect. A positive relationship was found between consumer cosmopolitanism and xenocentrism. Although foreign products were evaluated better, this did not increase the purchase intention at the same rate. The most preferred domestic product category was "food", and the least preferred domestic product category was "mobile phone/tablet and similar". Age was negatively related to all variables related to foreign products. Although there is not much difference in other variables, female consumers' foreign product evaluation and willingness to buy levels were higher than those of men.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
