Tutum Teorisi Açısından Ülke İmajı, Ürün İmajı ve Tüketici Satın Alma Niyeti

Year 2018, , 1033 - 1050, 28.12.2018

Tolga Şentürk , Burak Kartal

https://doi.org/10.18657/yonveek.444165

Cited By: 3

Abstract

Ülke imajı marka imajında olduğu gibi ürünlerin
dışsal özelliklerinden kabul edilmekte ve tüketici ürün değerlendirmeleri
üzerine etkisi 1960’lı yıllardan beri araştırılmaktadır. Ülke imajı üzerine yapılan
çalışmalarda bugüne kadar pek çok etki modeli ve ölçeği kullanılmıştır. Fakat
son dönemde ülke imajının tüketici ürün değerlendirmeleri üzerine yaptığı
etkileri ortaya çıkarmak için en ideal model olarak tutum teorisi öne
çıkarılmaktadır. Tutum teorisi, tüketicilerin bilişsel ve duygusal
değerlendirmelerinin davranışlarına olan etkisini açıklamada en etkili yöntem
olarak görülmektedir. Araştırmamızda tutum teorisi çerçevesinde ülke imajının
tüketici ürün değerlendirmelerine olan etkisi hem bilişsel hem de duygusal
boyutta araştırılmıştır. Çalışmadan elde edilen bulgulara göre bir ülkeye ait
ürün imajı ile söz konusu ürüne ilişkin satın alma niyeti tutumların bilişsel
ve duygusal bileşeni tarafından ayrı ayrı etkilenmektedir. Özellikle bilişsel
bileşen satın alma niyetini hem doğrudan hem de ürün imajı üzerinden dolaylı
olarak etkilemektedir. Duygusal imajın satın alma niyetine etkisi ise göreli
olarak düşük kalmaktadır.

Keywords

Ülke imajı, ürün imajı, tutum teorisi, satın alma niyeti

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