YERLİ MARKALI OTOMOBİL SATIN ALMA NİYETİNDE ETNOSENTRİZM, ÜLKE İMAJI VE YENİLİKÇİLİĞİN ETKİSİ: TÜRKİYE’NİN OTOMOBİLİ (TOGG) BAĞLAMINDA BİR ARAŞTIRMA
THE EFFECT OF ETHNOCENTRISM, COUNTRY IMAGE AND INNOVATIVENESS ON THE INTENTION TO PURCHASE A DOMESTIC BRANDED CAR: A STUDY IN THE CONTEXT OF TURKEY'S CAR (TOGG)

Summary/Abstract: The automotive sector is one of the sectors that affects many sectors in a country and acts as a locomotive in the economic development of the country. Due to reasons such as increased interest in foreign branded cars and low domestic alternatives, foreign dependence in the automotive sector has increased and it has become very important for countries to produce their own domestic branded cars. In the 1960s in Turkey, attempts have been made in producing domestic branded car but mass production has not been started. In 2017 the local and national car touted as the prototype of Turkey's car was produced by Turkey's Automobile Enterprise Group and it is presented on December 27, 2019. Some consumers can see the presented prototypes physically, while others have followed them through media channels. Therefore, the main purpose of the research is to determine the opinions of the consumers towards the domestic branded cars that is presented and to determine whether consumer innovativeness, consumer ethnocentrism and country of origin image factors have an impact on the intention to purchase domestic branded cars. The online questionnaire prepared for this purpose was applied to 584 participants between 11.01.2020 and 04.02.2020. The data obtained were analyzed with SPSS 21 and AMOS 24 programs and as a result of the analysis, it was determined that consumer innovativeness and consumer ethnocentrism had positive effects on the intention to purchase domestic branded cars, while the country of origin image factor had no significant effect on the intention to purchase domestic branded cars.

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