Yabancı Ürün Satın Alma Niyeti Üzerinde Etkili Olan Faktörler: Tüketici Düşmanlığının Rolüne İlişkin Kavramsal Bir Model Önerisi
Özet
Bu çalışma, tüketicilerin yabancı ürün satın alma niyetleri üzerinde etkili olan faktörleri derinlemesine incelemek amacıyla tüketici düşmanlığı, tüketici etnosentrizmi ve ekonomik zorluk değişkenlerini bir araya getiren kavramsal bir araştırma modeli sunmaktadır. Küreselleşen pazarlarda tüketicilerin yerli ve yabancı ürün alternatifleri arasındaki tercihlerini ve satın alma kararlarını biçimlendiren psikolojik ve ekonomik dinamikleri anlamak büyük önem taşımaktadır. Tüketici düşmanlığı, bir ülkeye karşı geçmişte veya günümüzde yaşanan askeri, politik ya da ekonomik olaylardan kaynaklanan güçlü bir antipati hissi olarak tanımlanmakta ve ürün kalitesine yönelik algılardan bağımsız şekilde ilgili ülkenin ürünlerini satın alma niyetini olumsuz yönde etkilemektedir. Tüketici etnosentrizmi ise tüketicilerin yabancı ürün satın almayı ahlaki açıdan uygun bulmaması ve bu davranışın yerel ekonomiye zarar vereceği yönündeki inançlarını ifade etmektedir. Diğer yandan ekonomik zorluk, bireylerin temel ihtiyaçlarını karşılamada yaşadığı finansal kısıtları simgelemekte ve algılanan ekonomik baskıların yabancı ülkelere yönelik düşmanlık duygularını artırabildiği görülmektedir. Önerilen kavramsal modelde, ekonomik zorluk ve tüketici etnosentrizminin doğrudan etkilerinin yanı sıra tüketici düşmanlığı aracılığıyla yabancı ürün satın alma niyeti üzerindeki dolaylı rolleri beş temel hipotez doğrultusunda yapılandırılmıştır. Tüketici etnosentrizmini tüketici düşmanlığının bir öncülü olarak ele alan bu çalışma, literatürdeki teorik tartışmalara katkı sunmayı ve geliştirilen modelin gelecek araştırmalarda ampirik verilerle test edilmesini önermektedir.
This study presents a conceptual research model combining the variables of consumer animosity, consumer ethnocentrism, and economic hardship in order to thoroughly examine the factors influencing consumers' foreign product purchase intentions. In globalized markets, understanding the psychological and economic dynamics shaping consumers' preferences and purchasing decisions between domestic and foreign product alternatives carries great importance. Consumer animosity is defined as a strong feeling of antipathy towards a foreign country resulting from past or ongoing military, political, or economic events, and it negatively affects the intention to purchase products from that country independently of judgments regarding product quality. Consumer ethnocentrism represents consumers' beliefs that buying foreign products is morally inappropriate and will harm the local economy. On the other hand, economic hardship symbolizes the financial constraints individuals experience in meeting their basic needs, and perceived economic pressures can heighten animosity towards foreign nations. In the proposed conceptual model, besides the direct effects of economic hardship and consumer ethnocentrism, their indirect roles on foreign product purchase intention through consumer animosity are structured within five main hypotheses. Treating consumer ethnocentrism as an antecedent of consumer animosity, this study aims to contribute to theoretical discussions in the literature and recommends testing the proposed model with empirical data in future research.
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