Milliyet Merkezcilik Ve Düşmanlığın Satın Alma Niyeti Üzerindeki Etkisinin Kültürel Benzerlik Çerçevesinde İncelenmesi: Bosna Hersek Örneği

Abstract

The purpose of this study is to investigate whether the impact of consumers ethnocentrism and animosity on their purchase intention toward foreign products differsbetween culturally similar and dissimilar countries. In this context, the proposed modelwas tested on a sample of Bosnian households in the different cities. For this purpose,data was collected from 300 participants via face to face questionnarie.According to applied One-way Analysis of Variance, the consumers purchaseintention and animosity levels are found to differ significantly. The results of MultipleRegression Analysis show that consumer ethnocentrism has a negative impact onpurchase intention toward foreign products.