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FROM ETHNOCENTRISM TO COSMOPOLITANISM: A STUDY ON CHINESE CONSUMERS' PURCHASE INTENTIONS FOR FAST FOOD

Yıl 2025, Cilt: 3 Sayı: 5, 1 - 19

Tuğba Akbulak , Ünal Halit Özden

https://doi.org/10.62101/iticudisticaretdergisi.1602033

Öz

With the influence of globalization, cultural norms across nations are undergoing constant transformation, leading to significant shifts in consumer purchasing behaviors. This evolution provides businesses with opportunities to transcend national borders and expand into international markets. The fast food industry, like other sectors, has played a pioneering role in this process. Socio-psychological factors such as consumers’ cultural attachment, openness to innovation, interest in international cuisines, and pursuit of diversity are critical determinants in fast food preferences. This study examines the effects of ethnocentrism, cosmopolitanism, the pursuit of diversity, and innovativeness on the purchase intentions of American fast food products among Chinese consumers. A survey was conducted with a sample of consumers aged 16 and above, and the data were analyzed using structural equation modelling. The findings reveal that ethnocentrism and the variety seeking have positive effects on purchase intentions; however, cosmopolitanism and personal innovativeness may, under certain circumstances, constrain purchasing behaviors.
The results highlight the importance of considering socio-psychological factors in the marketing strategies of businesses operating in the fast food industry. This study serves as a strategic guide for companies aiming to enter the Chinese market.

Anahtar Kelimeler

Globalization Ethnocentrism Cosmopolitanism Variety seeking Fast Food Purchase Intention.

Kaynakça

  • Abrar, M., Shabbir, R., Hussain, I., & Sana-ud-Din. (2019). Impact of customer animosity and attitude on purchase intention in fast-food industry of Pakistan. Pakistan Journal of Social Sciences, 39(3), 959–969.
  • Ahmed, S. A., & d’Astous, A. (2008). Antecedents, moderators and dimensions of country-of-origin evaluations. International Marketing Review, 25(1), 75–106. https://doi.org/10.1108/02651330810851890
  • Ahmed, Z., Anang, R., Othman, N., & Sambasivan, M. (2013). To purchase or not to purchase US products: Role of religiosity, animosity, and ethnocentrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551–563. https://doi.org/10.1108/JSM-01-2012-0023
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
  • Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95. https://doi.org/10.1177/0092070303257644
  • Baumgartner, H., & Steenkamp, J. B. E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137. https://doi.org/10.1016/0167-8116(95)00037-2
  • Berlyne, D. E. (1960). Conflict, arousal, and curiosity. New York: McGraw-Hill.
  • Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), 303–316. https://doi.org/10.1177/0049124189017003004
  • Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230–258. https://doi.org/10.1177/0049124192021002005
  • Bruner, G. C., II, Hensel, P. J., & James, K. E. (2005). Marketing scales handbook: A compilation of multi-item measures for consumer behaviour and advertising (Vol. 4). Stanford, CT: Thomson Higher Education.
  • Cannon, H. M., & Yaprak, A. (2002). Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-52. https://doi.org/10.1509/jimk.10.4.30.19550
  • China Briefing. (2024). The recipe to win China's fast-food market. https://www.china-briefing.com/news/the-recipe-to-win-chinas-fast-food-market/
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116–146. https://doi.org/10.1509/jimk.17.1.116
  • Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98–104. https://doi.org/10.1037/0021-9010.78.1.98
  • Costa, C., Carneiro, J., & Goldszmidt, R. (2016). A contingent approach to country-of-origin effects on foreign product evaluations: Interaction of facets of country image with product classes. International Business Review, 25(5), 1066-1075. https://doi.org/10.1016/j.ibusrev.2016.01.003
  • Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product‐country images and ethnocentrism. European Journal of Marketing, 36(7/8), 928–949. https://doi.org/10.1108/03090560210430881
  • Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299. https://doi.org/10.1037/1082-989X.4.3.272
  • Featherstone, M. (2002). Cosmopolis: An introduction. Theory, Culture & Society, 19(1-2), 1-16. https://doi.org/10.1177/0263276402019001001
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
  • George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update. Boston: Pearson.
  • Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. https://doi.org/10.1007/BF02726497
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  • Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295. https://doi.org/10.1086/208816
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
  • IBISWorld. (2024). Fast-food restaurants in China - Market research report. https://www.ibisworld.com/china/market-research-reports/fast-food-restaurants-industry/
  • IBISWorld. (n.d.). Fast food restaurants in China - Number of businesses. https://www.ibisworld.com/china/number-of-businesses/fast-food-restaurants/940/
  • Kashif, M., Awang, Z., Walsh, J., & Altaf, U. (2015). I’m loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands. British Food Journal, 117(9), 2344–2360. https://doi.org/10.1108/BFJ-01-2015-0040
  • Khan, H., Bamber, D., & Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153
  • Lu Wang, C., & Xiong Chen, Z. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing, 21(6), 391–400. https://doi.org/10.1108/07363760410558663
  • Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365. https://doi.org/10.1086/209403
  • McAlister, L., & Pessemier, E. A. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311-322. https://doi.org/10.1086/208926
  • Merton,R. (1957). Social theory and social structure. Glencoe, IL: Free Press.
  • Nakata, C., & Sivakumar, K. (2016). Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands. Asia Pacific Journal of Marketing and Logistics, 28(5), 857–876. https://doi.org/10.1108/APJML-07-2016-0113
  • Neuliep, J. W. (2012). Intercultural communication: A contextual approach. Sage Publications.
  • Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23–38. https://doi.org/10.1016/j.ijresmar.2003.05.001
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  • Park, J. E., & Yoon, S.-J. (2017). Antecedents of consumer animosity and the role of product involvement on purchase intentions. American Journal of Business, 32(1), 42–57. https://doi.org/10.1108/AJB-08-2016-0028
  • Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31–60. https://doi.org/10.1300/J042v15n02_02
  • Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism: Review and replication of the CYMYC scale. Journal of Business Research, 62(4), 407-419. https://doi.org/10.1016/j.jbusres.2008.01.041
  • Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285–305. https://doi.org/10.1057/jibs.2011.51
  • Rogers, E. M. (2003). Diffusion of innovations. New York, NY: Free Press.
  • Saffu, K., Walker, J. H., & Mazurek, M. (2010). The role of consumer ethnocentrism in a buy national campaign in a transitioning country: Some evidence from Slovakia. International Journal of Emerging Markets, 5(2), 203–226. https://doi.org/10.1108/17468801011031829
  • Sapic, S., Filipovic, J., & Dlacic, J. (2019). Consumption in fast-food restaurants in Croatia and Serbia. British Food Journal, 121(8), 1715–1729. https://doi.org/10.1108/BFJ-04-2018-0264
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ETNOSENTRİZMDEN KOZMOPOLİTANİZME: ÇİNLİ TÜKETİCİLERİN FAST FOOD SATIN ALMA NİYETLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2025, Cilt: 3 Sayı: 5, 1 - 19

Tuğba Akbulak , Ünal Halit Özden

https://doi.org/10.62101/iticudisticaretdergisi.1602033

Öz

Küreselleşmenin etkisiyle dünya genelinde ulusların kültürel normları sürekli bir değişim göstermekte ve bu durum tüketicilerin satın alma davranışlarında önemli dönüşümlere yol açmaktadır. Bu değişim, işletmelere ev sahibi ülkelerin sınırlarını aşarak diğer ülkelere yayılma fırsatları sunmaktadır. Fast food sektörü, diğer sektörler gibi bu süreçte öncü bir rol üstlenmiştir. Tüketicilerin kültürel bağlılıkları, yeniliklere açıklıkları, uluslararası mutfaklara ilgileri ve çeşitlilik arayışları gibi sosyo-psikolojik faktörler, fast food tercihlerinde belirleyici bir role sahiptir. Bu çalışma, etnosentrizm, kozmopolitanizm, çeşitlilik arayışı ve yenilikçilik faktörlerinin Çinli tüketiciler arasındaki ABD fast food ürünlerini satın alma niyeti üzerindeki etkilerini incelemektedir. Araştırmada, 16 yaş ve üzeri tüketicilerden oluşan bir örnekleme anket uygulanmış ve veriler yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Bulgular, etnosentrizm ve çeşitlilik arayışının satın alma niyetleri üzerinde pozitif etkiler yarattığını; ancak kozmopolitanizm ve yenilikçiliğin belirli durumlarda satın alma davranışlarını sınırlayabildiğini göstermektedir. Elde edilen sonuçlar, fast food sektöründe faaliyet gösteren işletmelerin pazarlama stratejilerinde sosyo-psikolojik faktörleri dikkate almalarının önemini vurgulamaktadır. Bu çalışma, Çin pazarına giriş yapmak isteyen işletmelere stratejik bir rehber niteliği taşımaktadır.

Anahtar Kelimeler

Küreselleşme Etnosentrizm Kozmopolitanizm Çeşitlilik Arayışı Fast Food Satın Alma Niyeti

Kaynakça

  • Abrar, M., Shabbir, R., Hussain, I., & Sana-ud-Din. (2019). Impact of customer animosity and attitude on purchase intention in fast-food industry of Pakistan. Pakistan Journal of Social Sciences, 39(3), 959–969.
  • Ahmed, S. A., & d’Astous, A. (2008). Antecedents, moderators and dimensions of country-of-origin evaluations. International Marketing Review, 25(1), 75–106. https://doi.org/10.1108/02651330810851890
  • Ahmed, Z., Anang, R., Othman, N., & Sambasivan, M. (2013). To purchase or not to purchase US products: Role of religiosity, animosity, and ethnocentrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551–563. https://doi.org/10.1108/JSM-01-2012-0023
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
  • Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95. https://doi.org/10.1177/0092070303257644
  • Baumgartner, H., & Steenkamp, J. B. E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137. https://doi.org/10.1016/0167-8116(95)00037-2
  • Berlyne, D. E. (1960). Conflict, arousal, and curiosity. New York: McGraw-Hill.
  • Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), 303–316. https://doi.org/10.1177/0049124189017003004
  • Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230–258. https://doi.org/10.1177/0049124192021002005
  • Bruner, G. C., II, Hensel, P. J., & James, K. E. (2005). Marketing scales handbook: A compilation of multi-item measures for consumer behaviour and advertising (Vol. 4). Stanford, CT: Thomson Higher Education.
  • Cannon, H. M., & Yaprak, A. (2002). Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-52. https://doi.org/10.1509/jimk.10.4.30.19550
  • China Briefing. (2024). The recipe to win China's fast-food market. https://www.china-briefing.com/news/the-recipe-to-win-chinas-fast-food-market/
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116–146. https://doi.org/10.1509/jimk.17.1.116
  • Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98–104. https://doi.org/10.1037/0021-9010.78.1.98
  • Costa, C., Carneiro, J., & Goldszmidt, R. (2016). A contingent approach to country-of-origin effects on foreign product evaluations: Interaction of facets of country image with product classes. International Business Review, 25(5), 1066-1075. https://doi.org/10.1016/j.ibusrev.2016.01.003
  • Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product‐country images and ethnocentrism. European Journal of Marketing, 36(7/8), 928–949. https://doi.org/10.1108/03090560210430881
  • Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299. https://doi.org/10.1037/1082-989X.4.3.272
  • Featherstone, M. (2002). Cosmopolis: An introduction. Theory, Culture & Society, 19(1-2), 1-16. https://doi.org/10.1177/0263276402019001001
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
  • George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update. Boston: Pearson.
  • Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. https://doi.org/10.1007/BF02726497
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295. https://doi.org/10.1086/208816
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
  • IBISWorld. (2024). Fast-food restaurants in China - Market research report. https://www.ibisworld.com/china/market-research-reports/fast-food-restaurants-industry/
  • IBISWorld. (n.d.). Fast food restaurants in China - Number of businesses. https://www.ibisworld.com/china/number-of-businesses/fast-food-restaurants/940/
  • Kashif, M., Awang, Z., Walsh, J., & Altaf, U. (2015). I’m loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands. British Food Journal, 117(9), 2344–2360. https://doi.org/10.1108/BFJ-01-2015-0040
  • Khan, H., Bamber, D., & Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153
  • Lu Wang, C., & Xiong Chen, Z. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing, 21(6), 391–400. https://doi.org/10.1108/07363760410558663
  • Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365. https://doi.org/10.1086/209403
  • McAlister, L., & Pessemier, E. A. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311-322. https://doi.org/10.1086/208926
  • Merton,R. (1957). Social theory and social structure. Glencoe, IL: Free Press.
  • Nakata, C., & Sivakumar, K. (2016). Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands. Asia Pacific Journal of Marketing and Logistics, 28(5), 857–876. https://doi.org/10.1108/APJML-07-2016-0113
  • Neuliep, J. W. (2012). Intercultural communication: A contextual approach. Sage Publications.
  • Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23–38. https://doi.org/10.1016/j.ijresmar.2003.05.001
  • Oyserman, D., Kemmelmeier, M., & Coon, H. M. (2002). Cultural psychology, a new look: Reply to Bond (2002), Fiske (2002), Kitayama (2002), and Miller (2002). Psychological Bulletin, 128(1), 110–117. https://doi.org/10.1037/0033-2909.128.1.110
  • Park, J. E., & Yoon, S.-J. (2017). Antecedents of consumer animosity and the role of product involvement on purchase intentions. American Journal of Business, 32(1), 42–57. https://doi.org/10.1108/AJB-08-2016-0028
  • Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31–60. https://doi.org/10.1300/J042v15n02_02
  • Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism: Review and replication of the CYMYC scale. Journal of Business Research, 62(4), 407-419. https://doi.org/10.1016/j.jbusres.2008.01.041
  • Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285–305. https://doi.org/10.1057/jibs.2011.51
  • Rogers, E. M. (2003). Diffusion of innovations. New York, NY: Free Press.
  • Saffu, K., Walker, J. H., & Mazurek, M. (2010). The role of consumer ethnocentrism in a buy national campaign in a transitioning country: Some evidence from Slovakia. International Journal of Emerging Markets, 5(2), 203–226. https://doi.org/10.1108/17468801011031829
  • Sapic, S., Filipovic, J., & Dlacic, J. (2019). Consumption in fast-food restaurants in Croatia and Serbia. British Food Journal, 121(8), 1715–1729. https://doi.org/10.1108/BFJ-04-2018-0264
  • Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146–172. https://doi.org/10.1108/02651330610660065
  • Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285–306. https://doi.org/10.1057/jibs.2010.16
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.2307/3151638
  • Skrbis, Z., Kendall, G., & Woodward, I. (2004). Locating cosmopolitanism: Between humanist ideal and grounded social category. Theory, Culture & Society, 21(6), 115-136. https://doi.org/10.1177/0263276404047418
  • Statista. (2024). Market share of leading fast food brands in China. https://www.statista.com/statistics/429950/market-share-of-leading-fast-food-brands-china/
  • Steenkamp, J.-B. E. M., & de Jong, M. G. (2010). A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6), 18-40. https://doi.org/10.1509/jmkg.74.6.18
  • Steenkamp, J.-B. E. M., & Gielens, K. (2003). Consumer and market drivers of the trial probability of new consumer packaged goods. Journal of Consumer Research, 30(3), 368–384. https://doi.org/10.1086/378615
  • Steenkamp, J.-B. E. M., Hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55–69. https://doi.org/10.2307/1251945
  • Suh, T., & Kwon, I. W. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663–680. https://doi.org/10.1108/02651330210451962
  • Tanaka, J. S., & Huba, G. J. (1985). A fit index for covariance structure models under arbitrary GLS estimation. British Journal of Mathematical and Statistical Psychology, 38(2), 197–201. https://doi.org/10.1111/j.2044-8317.1985.tb00834.x
  • Thakur, R., Angriawan, A., & Summey, J. H. (2015). Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness. Journal of Business Research, 69(8), 2764-2773. https://doi.org/10.1016/j.jbusres.2015.11.012
  • Thompson, C. J., & Tambyah, S. K. (1999). Trying to be cosmopolitan. Journal of Consumer Research, 26(3), 214-241. https://doi.org/10.1086/209560
  • Touzani, M., Fatma, S., & MounaMeriem, L. (2015). Country-of-origin and emerging countries: Revisiting a complex relationship. Qualitative Market Research: An International Journal, 18(1), 48-68. https://doi.org/10.1108/QMR-04-2012-0019
  • Van Trijp, H. C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category-level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281-292. https://doi.org/10.2307/3152125
  • Verlegh, P. W. J. (2007). Home country bias in product evaluation: The complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38(3), 361–373. https://doi.org/10.1057/palgrave.jibs.8400269
  • Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149–1166. https://doi.org/10.1108/03090560010342520
  • Wilcox, D. (2015). Country-of-origin bias: A literature review and prescription for the global world. In Marketing, technology and customer commitment in the new economy (pp. 86-96). Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_25
  • Yurt, E. (2023). Sosyal bilimlerde çok değişkenli analizler için pratik bilgiler: SPSS ve AMOS uygulamaları. Ankara: Nobel.
  • Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038
Toplam 62 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Uluslararası Ticarette Pazarlama
Bölüm Araştırma Makalesi
Yazarlar

Tuğba Akbulak 0009-0001-3673-1863

Ünal Halit Özden 0000-0003-0924-4848

Erken Görünüm Tarihi 25 Haziran 2025
Yayımlanma Tarihi
Gönderilme Tarihi 15 Aralık 2024
Kabul Tarihi 30 Ocak 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 3 Sayı: 5

Kaynak Göster

APA Akbulak, T., & Özden, Ü. H. (2025). ETNOSENTRİZMDEN KOZMOPOLİTANİZME: ÇİNLİ TÜKETİCİLERİN FAST FOOD SATIN ALMA NİYETLERİ ÜZERİNE BİR ARAŞTIRMA. İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi, 3(5), 1-19. https://doi.org/10.62101/iticudisticaretdergisi.1602033
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