Publication: Kamuoyunun yerli otomobil projesini algısı
Abstract
Yerli otomobil (YO) projesi özel sektör ve hükümet temsilcileri tarafından birkaç yıldan beri sıklıkla tartışılmakta olan bir konudur. Ancak, pazarlama literatürü incelendiğinde YO ile ilgili herhangi bir çalışmanın yapılmadığı görülmektedir. Bu araştırma, bu noktadan yola çıkarak kamuoyunun YO ’ya bakış açısını incelemeyi amaçlamakta ve araştırma sonuçlarının gerek kamu gerekse özel sektör temsilcilerine faydalı olacağı düşünülmektedir. Çalışmada 749 kişiye kolayda örnekleme yöntemiyle Internet üzerinden ulaşılmıştır. Araştırmanın değişkenleri olan ülke imajı (2 boyut: ürünsel imaj ve ülkesel imaj) ve risk algısı (2 boyut: sosyal risk ve temel risk) ile satın alma isteği arasındaki ilişkiler yapısal eşitlik modeliyle açıklanmıştır. Araştırmanın sonucunda, YO konusunda algılanan risklerin satın alma isteğini negatif şekilde etkilediği görülmektedir. Bunun yanı sıra, ürünsel imajın satın alma isteğini pozitif, algılanan temel ve sosyal riskleri ise negatif olarak etkilediği görülmüştür. Ülkesel imaj ise sadece algılanan temel riski negatif, satın alma isteğini ise dolaylı olarak pozitif bir şekilde etkilemiştir. Yapısal eşitlik modelindeki ilişkilerin ortaya çıkarılmasıyla, yatırımcılara ve kamu temsilcilerine YO projesiyle alakalı bir takım ipuçları verilmiştir.
Domestic car project has recently been discussed frequently by public and private sector representatives. However, when marketing literature is examined it is realized that no research has been done regarding the issue. This paper by taking this problem as its start point objects to examine public’s opinion about domestic car and it is believed that results of this work will be helpful to private and public sector representatives. By using convenience sampling method, 749 respondents are reached via Internet survey. In this work, relations between the research variables which are namely product image (two dimensions: product related & country related), risk perception (two dimensions: social risk & general risk) and purchase intention are explained by structural equation modelling. In the research, it is found out that risk perception of domestic car negatively affects its purchase intention. Additionaly, it is seen that while affecting purchase intention positively, product-related image negatively affects the social and general risk perceptions. Furthermore, country-related image directly affects general risk perception negatively and indirectly influences purchase intention in a positive way. After the relations in the structural equation model are denoted, some tips about domestic car project are given to investors and public representatives.
Domestic car project has recently been discussed frequently by public and private sector representatives. However, when marketing literature is examined it is realized that no research has been done regarding the issue. This paper by taking this problem as its start point objects to examine public’s opinion about domestic car and it is believed that results of this work will be helpful to private and public sector representatives. By using convenience sampling method, 749 respondents are reached via Internet survey. In this work, relations between the research variables which are namely product image (two dimensions: product related & country related), risk perception (two dimensions: social risk & general risk) and purchase intention are explained by structural equation modelling. In the research, it is found out that risk perception of domestic car negatively affects its purchase intention. Additionaly, it is seen that while affecting purchase intention positively, product-related image negatively affects the social and general risk perceptions. Furthermore, country-related image directly affects general risk perception negatively and indirectly influences purchase intention in a positive way. After the relations in the structural equation model are denoted, some tips about domestic car project are given to investors and public representatives.