TÜKETİCİ ETNOSENTRİZMİNİ ETKİLEYEN BİR FAKTÖR OLARAK DİNDARLIK

Dursun YENER
2.046 570

Öz


Tüketici etnosentrizmi tüketicilerin satın alma kararları üzerinde etkiye sahip olan önemli bir faktördür. Kendi ülkesine ait ürünlere karşı satın alma eğilimi gösteren tüketicilerin etnosentrizm eğilimleri yüksek-tir. Tüketicilerin bazılarının neden yüksek etnosentrizm eğilimine sahip olduğu birçok çalışmaya konu olmuştur. Öte yandan etnosentrizm ile ilişki olan birçok unsur bulunmaktadır. Dindarlıkta etnosentrizmi etkilemektedir. Dindarlık, Allport tarafından içsel ve dışsal olmak üzere iki boyut olarak tanımlanmıştır. Araştırmanın örnek kütlesi 257 kişiden oluşmaktadır. Katılımcıların tamamı 18 yaşından büyüktür ve İstanbul’da ikamet etmektedir. Yapılan analizler tüketici etnosentrizminin, içsel ve dışsal dindarlık faktörlerinden pozitif olarak etkilendiğini göstermektedir. Ayrıca çeşitli sosyo-demografik faktörlerin de hem dindarlık hem de tüketici etnosentrizmi üzerinde etkileri belirlenmiştir.

Anahtar kelimeler


Tüketici Etnosentrizmi, İçsel Dindarlık, Dışsal Dindarlık

Tam metin:

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DOI: http://dx.doi.org/10.18092/ijeas.08004

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