Gösteriş amaçlı ürünlerin satın alınmasında ülke orijini etkisi
Özet
The purpose of this study is to investigate the main and moderating effects of country- product evaluations, specific product imaje, consumer ethnocentrism and conspicuous consumption on purchasing intention of conspicuous products.These effects were examined through analyzing data gathered from 377 students from Ankara using reliability, correlation and moderated multiple regression analysis.The findings of the study show that consumers' perceptions of specific product image is relative the most powerful variable that influence the purchasing intention of conspicuous products. In other words, for conspicuous consumption consumers purchase brands and images rather than products and services. Especially, in developing countries consumers tend to prefer imported products due to the association of foreign products with prestige, quality and status (Batra et all, 2000; Bearden and Etzel, 1982; Eryigit and Kavak, 2009; Ger et all., 1993; Kinra, 2006; Marcoux et all, 1997; Wang and Chen, 2004).The results of study concerning conspicuous consumption show that conspicuous consumption play moderating role in the relationship between consumer ethnocentrism and purchasing intention of foreign brand. On the one hand ethnocentric consumers tend to show off their wealth by purchasing imports and on the other hand they believe that it is unmorally.Key Words: Country of Origin Effects, Consumer Ethnocentrism, Conspicuous Consumption, Purchasing Intention.