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Dergiler / Sosyoekonomi / 2026 / Cilt: 34 Sayı: 67

Satın Almak ya da Almamak? Tüketici Boykot Motivasyonları Üzerine Bir Araştırma

To Buy or Not to Buy? A Study on Consumer Boycott Motivations

İrem Zeynep Apaydın Kumtepe(UFUK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ)0000-0003-2628-5924
Leyla Şentürk Özer(HACETTEPE ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, PAZARLAMA ANABİLİM DALI)0000-0002-8586-0207
Sayfa
545–576
Yayın Tarihi
2026-01-31
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, kendini geliştirme ve fark yaratma arzusunun boykota katılım üzerinde anlamlı ve olumlu etki göstermesine karşın tüketici düşmanlığının anlamlı etki göstermediği yönündedir.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Günümüzde tüketicilerin markalar hakkında daha hızlı ve kolay bilgiye erişebilmesi etik dışı uygulamalarda bulunan işletme veya markalara karşı gösterilen boykot davranışlarını giderek yaygın hale getirmektedir.
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Temel Bulgular & Veri:Bu kapsamda çalışmanın amacı tüketici düşmanlığı, fark yaratma arzusu ve kendini geliştirme faktörlerinin boykota katılım üzerindeki etkisini incelerken menşei ülke etkisinin tüketici düşmanlığı ve boykota katılım ilişkisindeki düzenleyici rolünü tespit etmektir.
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Sonuç & Katkı:Bulgular, kendini geliştirme ve fark yaratma arzusunun boykota katılım üzerinde anlamlı ve olumlu etki göstermesine karşın tüketici düşmanlığının anlamlı etki göstermediği yönündedir.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:205 birey
⚙️Değişkenler:Boykota Katılım · Boykot Motivasyonları · Tüketici Düşmanlığı

Özet

Günümüzde tüketicilerin markalar hakkında daha hızlı ve kolay bilgiye erişebilmesi etik dışı uygulamalarda bulunan işletme veya markalara karşı gösterilen boykot davranışlarını giderek yaygın hale getirmektedir. Boykotlar ile hedef gösterilen işletme veya ülkelere yönelik tüketicilerde düşmanlık duyguları tetiklenebilmektedir. Bu kapsamda çalışmanın amacı tüketici düşmanlığı, fark yaratma arzusu ve kendini geliştirme faktörlerinin boykota katılım üzerindeki etkisini incelerken menşei ülke etkisinin tüketici düşmanlığı ve boykota katılım ilişkisindeki düzenleyici rolünü tespit etmektir. Araştırma kolayda örnekleme yöntemi ile 205 bireysel tüketici üzerinde gerçekleştirilmiş olup veriler Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Bulgular, kendini geliştirme ve fark yaratma arzusunun boykota katılım üzerinde anlamlı ve olumlu etki göstermesine karşın tüketici düşmanlığının anlamlı etki göstermediği yönündedir. Ayrıca menşei ülke etkisinin düzenleyici rolünün anlamlı etki göstermediği tespit edilmiştir.

Abstract

As consumers can find information about brands much more quickly and easily today, this has led to a growing tendency to boycott businesses or brands that engage in unethical practices. Boycotts can trigger feelings of animosity toward targeted businesses or countries among consumers. In this context, this study aims to examine the effects of consumer animosity, make a difference, and self-enhancement factors on boycott participation, and to determine the moderating role of country of origin on the relationship between consumer animosity and boycott participation. The research was conducted with 205 individual consumers using convenience sampling, and the data were analysed using Structural Equation Modelling. The findings revealed that self-enhancement and making a difference had a significant, positive effect on boycott participation, whereas consumer animosity did not. Also, the moderating role of the country-of-origin effect was found not to be substantial.

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Bu Makaleye Atıf Yap

Kumtepe, İ. Z. A., Özer, L. Ş. (2026). Satın Almak ya da Almamak? Tüketici Boykot Motivasyonları Üzerine Bir Araştırma. Sosyoekonomi, Cilt: 34 Sayı: 67, 545–576. https://doi.org/10.17233/sosyoekonomi.2026.01.23

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