A Research on the Effect of Consumer Animosity on the Country Image, Product Evaluation and Willingness to Buy Foreign Products

Yıl 2019, Cilt: 6 Sayı: 1, 76 - 101, 15.04.2019

Sevgi Ayşe Öztürk , Fatma Zeynep Özata , Fuat Erol

https://doi.org/10.17336/igusbd.417316

Cited By: 3

Öz

Nowadays, consumers in many countries and almost all product groups are faced with foreign product options particularly with the influence of globalization. This situation leads to many researches on consumers' willingness to buy foreign products, consumer animosity and the country image. However, it is seen in the literature that these structures still have contradictory results in relation to each other. This study aims to understand the effects of consumer animosity on the country image and product evaluation in terms of convenience and shopping goods. The model presented for this purpose was tested by a questionnaire study with undergraduate students. As a result, the effect of the human dimension of the country image (GCA1) on willingness to buy and the effects of consumer animosity and similarity dimension of the country image (GCA2) on product evaluation were found to have differences in terms of product groups. In addition, some results confirming previous studies have been obtained in the scope of the study. The findings of the study were discussed in theoretical and practical sense.

Anahtar Kelimeler

Consumer Animosity, Country Image, Product Evaluation, Willingness to Buy, International Marketing

Tüketici Düşmanlığının Ülke İmajı, Ürün Değerlendirme ve Yabancı Ürün Satın Alma İsteğine Etkisi Üzerine Bir Araştırma

Öz

Günümüzde küreselleşmenin de etkisiyle pek çok ülkede ve pek çok ürün grubunda tüketiciler yabancı menşeili ürün seçenekleriyle karşı karşıyadır. Bu durum tüketicilerin yabancı ürünlere yönelik satın alma istekleri, tüketici düşmanlığı ve ülke imajına yönelik pek çok araştırmaya yön vermektedir. Ancak literatürde halen bu yapıların birbirleriyle ilişkisine yönelik çelişkili sonuçlar olduğu görülmektedir. Bu çalışma tüketici düşmanlığının ülke imajı ve ürün değerlendirmesi üzerindeki etkilerini kolayda ve beğenmeli mallar açısından anlamayı amaçlamaktadır. Bu amaçla ortaya konan model lisans öğrencileri ile gerçekleştirilen bir anket çalışması ile test edilmiştir. Elde edilen bulgular ülke imajının insan boyutunun (GCA1) satın alma isteğine etkisi; tüketici düşmanlığı ve ülke imajının benzerlik boyutunun (GCA2) ise ürün değerlendirmesine etkisi noktalarında ürün grupları açısından farklılıklar olduğunu göstermektedir. Ayrıca çalışma kapsamında, önceki çalışmaları doğrular nitelikte bir takım sonuçlar da elde edilmiştir. Çalışmada, elde edilen bulgular teorik ve pratik anlamda tartışılmıştır.

Anahtar Kelimeler

Tüketici Düşmanlığı, Ülke İmajı, Ürün Değerlendirmesi, Satın Alma İsteği, Uluslararası Pazarlama

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