Publication: Tüketici boykotlarına katılım tutumunu etkileyen faktörlerin belirlenmesine yönelik bir araştırma
Abstract
Günümüzde tüketici boykotları markalara ve kurumlara karşı bireyleringörüşlerini dile getirme yöntemi haline gelmiştir. Tüketicilerin bireysel tüketimleriçevreyi, pazarı, üretilen ürün ve hizmetleri etkilemektedir. Medya ve iletişimteknolojilerinin de yaygınlaşmasıyla işletmeler gittikçe artan sayıda tüketici boykotunamaruz kalmaktadırlar. Bu eylemler doğası gereği kısa sürse de marka üzerine etkisi dahauzun sürebilmektedir.Tüketici boykotları kollektif ve örgütlü eylemlerdir fakat tüketiciler bueylemlere katılıp katılmayaya bireysel olarak karar verirler. Bu bağlamda, bireylerboykotlara neden katılmaktadır? Onları tetikleyen nedir?” sorusu bu doktora teziaraştırmasının temel problemini oluşturmaktadır. Araştırma boykot konusunu tüketiciperspektifinden ele almıştır ve tüketicilerin boykotlara katılma tutumlarını ve güdülerinibelirlemek amacıyla hazırlanmıştır.Tüketicinin boykota katılma tutumunu etkilediği düşünülen faktörler (faydamaliyet,boykot hareketinin algısı, sosyal sorumlu tüketim, algılanan uygunsuzluk vemarka memnuniyeti, marka güveni, marka bağlılığı) literatür taraması ve kalitatif çalışmasonucu oluşturulmuştur. Araştırmanın kantitatif kısmında ise hazırlanan anketler yüzyüzeve online anket platformu aracılığıyla toplanmıştır. Sonrasında ise verilere faktör analizi,korelasyon analizi uygulanmıştır. Yapısal eşitlik modellemesi ile modelin ve hipotezlerintest edilmesi gerçekleşmiştir.
Today consumer boycotts become a way of expressing the opinions ofindividuals against brands and institutions. Consumers' individual consumption affectsthe environment, the market, the products and services produced. With the widespreaduse of media and communication technologies, companies are being exposed to anincreasing number of consumer boycotts. Although these actions are short in nature, theeffects on the brand can last longer.Consumer boycotts are collective and organized actions however consumersdecide individually, whether or not to participate in these actions. In this context, “Whydo individuals participate in boycotts? And what triggers them?” This question is themain problem of this doctoral dissertation research.The research approached the boycott issue from the consumer perspective. Theaim of the study is to determine the attitudes and motives of consumers to participate inboycotts. Factors believed to influence the consumer's attitude towards boycottparticipation (benefits, costs, perception of boycott movement, social responsibleconsumption, perceived egregiousness, brand satisfaction, brand trust and brandcommitment) formed from the literature search and the qualitative study result. In thequantitative part of the survey, questionnaires were collected via face-to-face and onlinesurvey platform. Then factor analysis and correlation analysis were applied to the data.The model and hypotheses were tested by structural equilibrium modeling
Today consumer boycotts become a way of expressing the opinions ofindividuals against brands and institutions. Consumers' individual consumption affectsthe environment, the market, the products and services produced. With the widespreaduse of media and communication technologies, companies are being exposed to anincreasing number of consumer boycotts. Although these actions are short in nature, theeffects on the brand can last longer.Consumer boycotts are collective and organized actions however consumersdecide individually, whether or not to participate in these actions. In this context, “Whydo individuals participate in boycotts? And what triggers them?” This question is themain problem of this doctoral dissertation research.The research approached the boycott issue from the consumer perspective. Theaim of the study is to determine the attitudes and motives of consumers to participate inboycotts. Factors believed to influence the consumer's attitude towards boycottparticipation (benefits, costs, perception of boycott movement, social responsibleconsumption, perceived egregiousness, brand satisfaction, brand trust and brandcommitment) formed from the literature search and the qualitative study result. In thequantitative part of the survey, questionnaires were collected via face-to-face and onlinesurvey platform. Then factor analysis and correlation analysis were applied to the data.The model and hypotheses were tested by structural equilibrium modeling