Menşe Ülke, Daha Fazla Ödeme İsteği ve Satın Alma Niyeti Arasındaki İlişki: Türk Tüketicileri ile Hazır Giyim Ürünleri Üzerine Bir Araştırma
Özet
Büyük bir hızla değişen dünyamızda tüketiciler gün geçtikçe ürünler hakkında bir taraftan daha fazla bilgiye maruz kalırken bir diğer taraftan bu bilgiler ışığında kendileri için en doğru tercihlerde bulunmaya çalışmaktadır. Bu durum ise pazarlama alanında uygulama veya araştırma süreçlerinde yer alan pazarlamacılara farklı ürün bilgilerinin tüketim davranışları üzerindeki etkisini incelemelerinde geniş bir kapsam sağlamaktadır. Menşe ülke bilgisi de tüketicilerin ilgili ürünlere dair kalite algısı, satın alma tercihleri ve diğer hususlar üzerinde etkiye sahip olan bir nokta olarak görülmektedir. Tüketiciler belirli ülkelerin ürünlerini tercih etme eğiliminde olabilir veya o ülkenin ürününe yönelik olumlu algılara sahip olabilir. Belirli bir ürün için daha fazla ödeme isteğine sahip olunması noktasında tüketicilerde var olması muhtemel bu tarz pozitif algıların incelenmesi literatürde araştırılması gereken noktalardan birisiyken, bu konuyla ilgili bir boşluk söz konusudur. Çalışmanın amacı tüketicilerin menşe ülke bilgisinden hareketle sahip oldukları kalite algısının onların belirli bir ülke ürününe daha fazla ödeme isteği ve satın alma niyeti üzerindeki etkisini belirlemektir. Araştırma kapsamında online ortamda 720 adet tüketiciden online şekilde elde edilen veriler analize edilmiş ve sonrasında araştırma modeli test edilmiştir. Yapılan analizler sonucunda menşe ülke kalite algısı ile satın alma niyeti arasında anlamlı ve pozitif ilişki olduğu tespit edilmiştir. Ayrıca menşe ülke kalite algısının satın alma niyetine etkisinde daha fazla ödeme isteğinin aracılık rolünün bulunduğu tespit edilmiştir.
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