Materialism Domains and Perceived Risk Effects on Consumer Boycott Effectiveness

Yıl 2019, Cilt: 10 Sayı: 17, 355 - 369, 31.03.2019

Mertcan Taşçıoğlu , Dursun Yener

https://doi.org/10.26466/opus.516401

Cited By: 1

Öz

As markets for goods
and services become global, competition among companies becomes more intense.
Companies’ success is strongly influenced by consumer needs and expectations.
To successfully compete, firms must meet or exceed these expectations. In addition
to that understanding consumers’ boycotting behavior has emerged as an integral
part of firms’ competitive advantage building. Even though consumer boycott has
become a subject of increasing concern in recent years, to academics and practitioners,
to date, consumer behavior literature provides little help in understanding the
factors affecting consumer boycott effectiveness. Good management requires not
only a clearer understanding of the consumers’ purchase behavior, but also an
understanding of boycotting behavior and how it may be reduced. In order to
expand the knowledge on boycotting behavior, this study examines the
relationship between consumers’ boycotting effectiveness and perceived risk,
and success, centrality, happiness domains of materialism. The results show
that an increase in perceived risk leads to an increase in boycotting
effectiveness and there is a negative correlation between boycotting
effectiveness and centrality domain of materialism.

Anahtar Kelimeler

Boycott effectiveness, Perceived risk, Materialism

Tüketici Boykot Etkinliği Üzerinde Materyalizm Etki Alanları ve Algılanan Risk Etkisi

Öz

Ürün ve hizmet
pazarları küresel bir yapıya büründükçe şirketler arası rekabet daha da
yoğunlaşmaktadır. Şirketlerin başarısı tüketicilerin ihtiyaç ve
beklentilerinden etkilenmektedir. Başarılı bir şekilde rekabet edebilmek için
şirketler bu tüketici beklentileri karşılamalı ya da bunları aşmalıdır. Bunun
yanı sıra tüketicilerin boykot davranışını anlamak şirketlerin rekabet avantajı
yaratmasının ayrılmaz bir parçası haline gelmiştir. Tüketici boykotu son
yıllarda akademisyen ve uygulayıcılar açısından artan bir endişe konusu
olmasına rağmen, bugüne kadar tüketici davranış literatürü, tüketici boykot
etkinliğini etkileyen faktörlerin anlaşılmasında çok az yardımcı olmaktadır.
İyi yönetim, yalnızca tüketicilerin satın alma davranışının daha net bir
şekilde anlaşılmasını değil, aynı zamanda boykot etme davranışının ve nasıl
azaltılacağının anlaşılmasını da gerektirir. Bu çalışma boykot davranışı
hakkındaki bilgileri artırmak için tüketicilerin boykot etkinliği, algılanan
risk, ve materyalizmin başarı, merkezcilik, mutluluk alanları arasındaki
ilişkiyi incelemektedir. Sonuçlar algılanın risk artışının boykot etkinliğinde
bir artışa yol açtığını ve boykot etkinliği ile materyalizmin merkezileşme
alanı arasında negatif bir ilişki olduğunu göstermektedir.

Anahtar Kelimeler

Boykot etkinliği, Algılanan risk, Materyalizm

Kaynakça

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