Bu araştırma ile tüketicilerin deneyimlemiş oldukları beyaz eşya markalarına yönelik etnosentrizm, kalite ve fiyat algıları, pişmanlık düzeyleri ile tekrar satın alma niyetlerini belirlemek amaçlanmaktadır. Araştırmanın örneklem kitlesini, 894 beyaz eşya tüketicisi oluşturmaktadır. Araştırma verileri öncelikle geçerlilik, güvenilirlik ve faktör analizlerine tabi tutulmuştur. ANOVA analizinin ardından ise araştırma modeli PATH analizine tabi tutulmuştur. Araştırma analizleri sonucunda elde edilen bulgulara göre katılımcıların etnosentrizm, kalite, fiyat, pişmanlık ve tekrar satın alma niyeti değişkenlerine ait değerlendirmeleri beyaz eşya marka tercihleri, yaşanılan il ve siyasi eğilim gruplarına göre anlamlı olarak farklılaşmaktadır. Ayrıca, katılımcıların etnosentrizm, kalite, fiyat ve pişmanlık durumunun, tekrar satın alma niyeti üzerinde etkisi olduğu gözlemlenmiştir.
This research aims to identify consumers’ ethnosentrism, quality and price perceptions, regret levels and intentions to re-buy for the white goods brands they have experienced. The sample mass of the study consists of 894 consumers of white goods. The research data was primarily subjected to validity, reliability and factor analysis. After the ANOVA analysis, the research model was subjected to the PATH analysis. According to the findings obtained from the research analysis, the participants’ assessments of ethnosentrism, quality, price, regret and the intention of re-buy variables significantly vary according to the white goods brand preferences, the province and political trends experienced. It was also observed that participants’ ethnosentrism, quality, price and regret status had an impact on the intention of re-buy.
In this study, it is aimed to evaluate the effect of ethnocentrism, quality, price, regret and repurchase intention to determine the conditions of white goods brands that participants have experienced. The sample group of the research consists of 894 white goods consumers. In this context, validity, reliability analysis and factor analysis of the data were performed. After an ANOVA analysis, the research model was performed to PATH analysis. According to the findings obtained from the research analysis, the evaluations of the participants regarding the variables of ethnocentrism, quality, price, satisfaction, regret and repurchase intention were significantly differentiated according to groups of white goods brand preferences, political tendency, and province of residence. Also, ethnocentrism, quality, price, and regret status of the participants were observed that to affect on repurchase intention.
Alan : Güzel Sanatlar; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Ulusal
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