İKİ BOYUTLU MENŞE ÜLKE ETKİSİ VE TÜKETİCİ ETNOSENTRİZMİ ETKİLEŞİMİ

Year 2019, , 77 - 93, 01.03.2019

Ebru Genç

https://doi.org/10.11611/yead.424317

Cited By: 2

Abstract

Uluslararası
alanda faaliyet gösteren şirketler üretimlerini farklı ülkelere kaydırınca ülke
menşei kavramı da üretim-menşe-ülke ve dizayn-menşe-ülke gibi farklı boyutlar
kazanmıştır. Bu çalışmada Türk tüketicilerinin ürün değerlendirmelerinde
üretim-menşe-ülke ve dizayn-menşe-ülke bilgilerini dikkate alıp almadıklarını
ve bu değişkenlerin hem birbirleri arasında hem de tüketici etnosentrizmiyle
nasıl bir etkileşim halinde oldukları araştırılmıştır. Bu etkilerin araştırılması
için bir gelişmiş ülke (ABD), bir gelişmekte olan ülke (Bangladeş) ve
Türkiye’nin karşılaştırması şeklinde üç farklı ülke menşei seviyesi ele
alınmıştır. Bunun yanında tüketici etnosentrizminin de tüketicilerin ürün
değerlendirmelerine olan etkisine bakılarak bu değişkenin de diğer
değişkenlerle olan etkileşimi analiz edilmiştir. Çalışmada 3x3 tam faktöriyel
dizayn şeklinde deneysel metot kullanılarak 490 kişilik örneklemden veri
toplanmıştır. Ancak deneysel manipülasyonu doğru hatırlamayanlar çıkarıldıktan
sonra analizler kalan 319 kişilik örneklemle yapılmıştır. Yapılan ANCOVA
analizlerinin sonucunda üretim-menşe-ülke bilgisinin tüketicilerin ürün
değerlendirmelerini önemli bir şekilde etkilediği bulunmuştur ancak bu etkinin
dizayn-menşe-ülkesi için geçerli olmadığı görülmüştür. Ayrıca bulgularımız tüketici
ürün değerlendirmelerinde etnosentrizm ve üretim-menşe-ülke arasında önemli bir
etkileşim etkisinin mevcut olduğunu bize göstermiştir. Yüksek etnosentrizme
sahip tüketicilerin düşük olanlara göre ABD üretim-menşeli ürünü Türkiye üretim-menşeli
ürüne göre önemli ölçüde daha düşük değerlendirdiklerini göstermiştir bu
durumun düşük etnosentrizme sahip tüketicilerde tam tersi olduğu gözlenmiştir.

Keywords

Üretim-menşe- ülke, dizayn-menşe- ülke, tüketici etnosentrizmi

THE INTERACTION OF TWO-DIMENSIONAL COUNTRY-OF-ORIGIN EFFECT and CONSUMER ETHNOCENTRISM

Abstract

Today, as companies have increasingly been producing in developing countries, the emerging image problem leads to the widespread use of county-of-design labelling. In parallel to that, county-of origin has been studied as a multi-dimensional concept in the literature.  In this study, county-of-origin has been examined with two dimensions as county-of-manufacturing (COM) and country-of-design (COD). In particular, we study whether Turkish consumers process the country-of-manufacturing and country-of-design information in their product evaluations, and how these variables interact with each other as well as with consumer ethnocentrism. In the analyses, country-of-origin variables were treated to have three levels; a developed country (USA), a developing country (Bangladesh) and Turkey. We used 3*3 full factorial experimental design and gathered data from an initial sample size of 490 consumers. After eliminating the responses that do not correctly remember the experimental manipulation of COM and COD, we had a final sample size of 329. Upon conducting ANCOVA, while we found that COM significantly effects consumers’ product evaluations, the impact of COD has been found as insignificant. Our results also showed that the impact of the interaction effect between consumer ethnocentrism and country-of-manufacturing on consumer product evaluations has been found as significant. More specifically, consumers with high consumer ethnocentrism scores, evaluated the product with USA county-of-manufacturing information significantly lower than Turkey county-of-manufacturing information whereas a reverse effect has been found for consumers with low consumer ethnocentrism scores.

Keywords

County-of manufacturing, country-of-design, consumer ethnocentrism

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