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Tüketici Yakınlığının Ulus Merkezcilik ve Yabancı Ürün Satın Alma Niyeti İlişkisindeki Rolü

Journal of Business Research - Turk, 2020-12, Vol.12 (4), p.3539-3549

ISSN: 1309-0712 ;DOI: 10.20491/isarder.2020.1057

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  • Title:
    Tüketici Yakınlığının Ulus Merkezcilik ve Yabancı Ürün Satın Alma Niyeti İlişkisindeki Rolü
  • Author: Atak, Dilara ; Eryiğit, Canan
  • Subjects: Business Economy / Management ; International relations/trade ; Marketing / Advertising
  • Is Part Of: Journal of Business Research - Turk, 2020-12, Vol.12 (4), p.3539-3549
  • Description: Purpose – The purpose of this study is to investigate whether the effect of consumer ethnocentrism on the intention to purchase foreign products differs based on consumer affinity. Design/methodology/approach – This is study is a descriptive and quantitative study. The data is gathered via a two-step process. At first, a pilot study was conducted to identify the affinity country. Afterward, multi-group path analysis was applied to the data gathered from 314 participants. Findings – The study shows that consumer ethnocentrism consists of three dimensions, emotional support, cognition, and habituation. For consumers who have a lower affinity for a specific country, emotional support and habituation have significant negative effects on intention to buy the products of that country. On the other hand, for consumers who have a higher affinity for a specific country, cognition has a significant negative effect on the intention to buy the products of that country. Discussion – The effects of these dimensions vary based on the level of consumer affinity. It can be stated that for the sample consumer ethnocentrism is the result of emotions and habits.
  • Publisher: Journal of Business Research
  • Language: English;Turkish
  • Identifier: ISSN: 1309-0712
    DOI: 10.20491/isarder.2020.1057
  • Source: CEEOL: Open Access
    Alma/SFX Local Collection
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