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Etnosentrizm, Kozmopolitanizm, Çeşitlilik Arayışı Ve Kişisel Yenilikçiliğin Yabancı Menşeili Fast Food Restoranlardan Satın Alma Niyetine Etkisi: Yabancı Marka Ülke İmajının Düzenleyici Rolü

Year 2022, Volume: 7 Issue: 1, 78 - 93, 31.03.2022
https://doi.org/10.29106/fesa.1060504

Abstract

Küreselleşmeyle birlikte tüketim kalıplarının gün geçtikçe birbirine benzemesi gıda sektöründe yer alan işletmelerin dış pazarlara daha çok açılmasını teşvik etmiştir. Türkiye’ de de özellikle son yıllarda küreselleşme ve göçün etkisiyle birçok yabancı menşeili fastfood restoran açılmıştır. Ancak bu restoranların bir kısmı yerel tüketiciler tarafından istenilen talebi görememektedir. Bu çalışmanın amacı çeşitlilik arayışı, kişisel yenilikçilik, kozmopolitanizm ve etnosentrizmin yabancı menşeili fastfood restoranlardan hizmet almaya etkilerini ortaya koymaktır. Ayrıca, çalışmada yabancı marka ülke imajının bu etkiler üzerindeki düzenleyici etkilerini belirlenmeye çalışılmıştır. Bu çerçevede oluşturulan anketler yüz yüze ve online anket yöntemiyle 411 kişiye uygulanmış ve araştırma kapsamında belirlenen hipotezler PLS-SEM ve PLS-MGA analizleri ile test edilmiştir. Analiz sonuçlarına göre çeşitlilik arayışı, kişisel yenilikçilik, kozmopolitanizmin yabancı fastfood restorandan hizmet alma niyetini olumlu yönde etkilediği belirlenmiştir. Etnosentizmin ise yabancı fastfood restoranttan hizmet alma niyetini olumsuz etkilediği ortaya konmuştur. Ayrıca restoranın menşei ülkesinin marka imajına göre çeşitlilik arayışı, kozmopolitanizm ve etnosentirizmin satın alma niyeti arasındaki ilişkilerin farklılaştığı belirlenmiştir. Yabancı ülke imajı düşük olduğunda bu üç değişkenin satın alma niyetini daha fazla etkilediği saptanmıştır.

References

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The Effect of Ethnocentrism, Cosmopolitanism, Variety Seeking and Personal Innovativeness on Purchasing Intention from Foreign Origin Fast Food Restaurants: The Moderation Role of Foreign Brand Country Image

Year 2022, Volume: 7 Issue: 1, 78 - 93, 31.03.2022
https://doi.org/10.29106/fesa.1060504

Abstract

With the globalization, the similarity of consumption patterns day by day has encouraged businesses in the food sector to open up to foreign markets more. In Turkey, especially in recent years, with the effect of globalization and migration, many foreign origin fast food restaurants have been opened. However, some of these restaurants cannot meet the demand of local consumers. The aim of this study is to reveal the effects of variety seeking, personal innovativeness cosmopolitanism and ethnocentrism on receiving service from foreign fast food restaurants. In addition, in the study, it was tried to determine the moderation effects of foreign brand country image on these effects. The questionnaires created in this framework were applied to 411 people by face-to-face and online questionnaire method and the hypotheses determined within the scope of the research were tested with PLS-SEM and PLS-MGA analyses. According to the results of the analysis, it has been determined that the variety seeking, personal innovativeness, and cosmopolitanism have a positive effect on the purchase intention from a foreign fast food restaurant. It has been revealed that ethnocentrism negatively affects the purchase intention from foreign fast food restaurants. In addition, it was determined that the relations between the variety seeking, cosmopolitanism and ethnocentrism's purchase intention differ according to the brand image of the country of origin of the restaurant. It has been determined that these three variables affect the purchase intention more when the foreign country image is low.

References

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  • AKKUŞ, G. & DAĞISTAN, M. T. (2020). Alternatiflerin çekiciliği ve çeşitlilik arayışının algılanan destinasyon rekabetçiliğine etkisi. ÇAKÜ Sosyal Bilimler Enstitüsü Dergisi, 11(2), 132-154.
  • BÄCKSTRÖM, A., PIRTTILÄ-BACKMAN, A.-M., & TUORILA, H. (2004). Willingness to try new foods as predicted by social representations and attitude and trait scales. Appetite, 43, 75–83.
  • BECK, U. (2002). The cosmopolitan society and its enemies. Theory, Culture & Society, 19(1-2), 17–44.
  • BELDONA, S., MOREO, A. & DAS MUNDHRA, G. (2010). The role of involvement and variety- seeking in eating out behaviors. International Journal of Contemporary Hospitalality Management, 22(3), 433–444.
  • BERGER, J., & HEATH, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121–134.
  • BERNÉ, C. , MÚGICA, J. M. & YAGUE, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8(6), 335-345.
  • CANNON, H.M. & YAPRAK, A. (2002). Will the real world class citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-52.
  • CHANG, R. C. Y., KIVELA, J. & MAK, A. H. N. (2010). Food preferences of Chinese tourists. Annals of Tourism Research, 37(4), 989–1011.
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  • CLEVELAND, M., & LAROCHE, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
  • CLEVELAND, M., ERDOĞAN, S., ARIKAN, G., & POYRAZ, T. (2011). Cosmopolitanism, individual- level values and cultural-level values: A cross-cultural study. Journal of Business Research, 64, 934–943.
  • CLEVELAND, M., LAROCHE, M. & PAPADOPOULOS, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 7(1), 116-146.
  • COHEN, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Earlbaum Associates.
  • CORDELL, V. V. (1993). Interaction effects of country of origin with branding, price and perceived performance risk. Journal of International Consumer Marketing, 5, 5– 18.
  • DIJKSTRA, T. K. & HENSELER, J. (2015). Consistent partial least squares path modeling. MIS quarterly, 39(2), 297-316.
  • FALK, R. F., & MILLER, N. B. (1992). A primer for soft modeling. University of Akron Press.
  • FARAJI-RAD, A., & PHAM, M. T. (2017). Uncertainty Increases the Reliance on Affect in Decisions. Journal of Consumer Research, 44, 1-21.
  • FEATHERSTONE, M. (2002), Global Culture: Nationalism, Globalization, and Modernity, Sage Publications, London.
  • FORNELL, C. & LARCKER, D. F. (1981). Evaluating structural equation models with un- observable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • GHOSE, S., & LOWENGART, O. (2001). Perceptual positioning of international, national and private brands in a growing international market: An empirical study. The Journal of Brand Management, 9(1), 45–62.
  • GRUNHAGEN, M., DANT, R. P., & ZHU, M. (2012). Emerging consumer perspectives on American franchise offerings: Variety seeking behavior in China. Journal of Small Business Management, 50(4), 596–620.
  • GUO, G., TU, H., & CHENG, B. (2018). Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: A moderated-mediation model. Journal of Consumer Marketing, 35(7), 688–697.
  • HA, J. & JANG, S. (2013). Determinants of diners’ variety seeking intentions”, Journal of Services Marketing, 27(2), 155-165.
  • HAIR, J. F. J., BLACK, W. C., BABIN, B. J. & ANDERSON, R. E. (2010). Multivariate Data Analysis, Seventh Edition Prentice Hall.
  • HAIR, J.F., HULT, G.T.M., RINGLE, C.M & SARSTEDT, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLSSEM). Sage. SAGE Publications Inc.
  • HENRIQUES, A.S., KING, S.C. & MEISELMAN, H.L. (2009). Consumer segmentation based on food neophobia and its application to product development. Food Quality and Prefererence, 20, 83–91.
  • HENSELER, J., RINGLE, C. M., & SARSTEDT, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135
  • HERNÁNDEZ‐MOGOLLÓN, J. M., DUARTE, P. A. & FOLGADO‐FERNÁNDEZ, J. A. (2018). The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination. Journal of Destination Marketing & Management, 8, 170–178
  • HERZ MF, DIAMANTOPOULOS A. (2013). Country-Specific Associations Made by Consumers: A Dual-Coding Theory Perspective. Journal of International Marketing. 21(3), 95-121.
  • HUANG, Y., PHAU, I. & LIN, C. (2010). Effects of animosity and allocentrism on consumer ethnocentrism: social identity on consumer willingness to purchase. Asia Pacific Management Review, 15(3), 359-376.
  • JIMENEZ, N.H. & MARTIN, S.S. (2010). The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity. International Business Review, 19, 34-45.
  • JIN, Z., LYNCH, R., ATTIA, S., CHANSARKAR, B., GÜLSOY, T., LAPOULE, P. & UNGERER, M. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status. International Business Review, 24(3), 380-393.
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Araştırma Makaleleri
Authors

Ümit Doğrul 0000-0002-4795-3170

Early Pub Date March 31, 2022
Publication Date March 31, 2022
Submission Date January 20, 2022
Acceptance Date February 28, 2022
Published in Issue Year 2022 Volume: 7 Issue: 1

Cite

APA Doğrul, Ü. (2022). Etnosentrizm, Kozmopolitanizm, Çeşitlilik Arayışı Ve Kişisel Yenilikçiliğin Yabancı Menşeili Fast Food Restoranlardan Satın Alma Niyetine Etkisi: Yabancı Marka Ülke İmajının Düzenleyici Rolü. Finans Ekonomi Ve Sosyal Araştırmalar Dergisi, 7(1), 78-93. https://doi.org/10.29106/fesa.1060504