THE EFFECT OF ETHNOCENTRISM ON CONSUMER BEHAVIOUR: EVIDENCE FROM AN EXPERIMENTAL HYBRID (PLS-SEM, CB-SEM, AND PLS-ANN) STUDY

Barış Armutçu

Makale detayları

THE EFFECT OF ETHNOCENTRISM ON CONSUMER BEHAVIOUR: EVIDENCE FROM AN EXPERIMENTAL HYBRID (PLS-SEM, CB-SEM, AND PLS-ANN) STUDY

Yazarlar:

Barış Armutçu

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1287-1322

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359901

pISSN:

2146-3301

Anahtar kelimeler:

Özet:

 Although the limited existing literature has indicated that ethnocentrism-driven economic, political and cultural conflicts, which have increased in recent years, play a significant role in shaping consumer behaviour, this subject still lacks sufficient empirical evidence, particularly in the context of tourist ethnocentrism. In this regard, the current study investigates the effects of ethnocentrism on repurchase intention, recommendation eWOM, willingness to pay a price premium, perceived service quality and perceived value among consumers from Asian, European and Middle Eastern consumption cultures. In addition, the study examines the mediating roles of perceived service quality and perceived value in the relationships between airline passenger ethnocentrism and repurchase intention, eWOM and willingness to pay a price premium. A hybrid research approach was adopted to analyze the developed research model and the data obtained, incorporating Partial Least Squares Structural Equation Modelling PLS-SEM with 5,000 sub-samples, Covariance-Based Structural Equation Modelling CB-SEM and the Structural Equation Modelling-Artificial Neural Network SEM-ANN approach. The findings indicate that passenger ethnocentrism has significant and positive effects on repurchase intention, recommendation, willingness to pay a price premium, perceived service quality and perceived value. These identified findings were similarly confirmed by the results of the ANN analysis. In addition, perceived service quality and perceived value were found to play significant mediating roles in the relationship between passenger ethnocentrism and passengers behavioural intentions. These results point out important implications for businesses in developing strategies that emphasize local identity and values, offer high-quality services and create customer value.

 Although the limited existing literature has indicated that ethnocentrism-driven economic, political and cultural conflicts, which have increased in recent years, play a significant role in shaping consumer behaviour, this subject still lacks sufficient empirical evidence, particularly in the context of tourist ethnocentrism. In this regard, the current study investigates the effects of ethnocentrism on repurchase intention, recommendation eWOM, willingness to pay a price premium, perceived service quality and perceived value among consumers from Asian, European and Middle Eastern consumption cultures. In addition, the study examines the mediating roles of perceived service quality and perceived value in the relationships between airline passenger ethnocentrism and repurchase intention, eWOM and willingness to pay a price premium. A hybrid research approach was adopted to analyze the developed research model and the data obtained, incorporating Partial Least Squares Structural Equation Modelling PLS-SEM with 5,000 sub-samples, Covariance-Based Structural Equation Modelling CB-SEM and the Structural Equation Modelling-Artificial Neural Network SEM-ANN approach. The findings indicate that passenger ethnocentrism has significant and positive effects on repurchase intention, recommendation, willingness to pay a price premium, perceived service quality and perceived value. These identified findings were similarly confirmed by the results of the ANN analysis. In addition, perceived service quality and perceived value were found to play significant mediating roles in the relationship between passenger ethnocentrism and passengers behavioural intentions. These results point out important implications for businesses in developing strategies that emphasize local identity and values, offer high-quality services and create customer value.

 Although the limited existing literature has indicated that ethnocentrism-driven economic, political and cultural conflicts, which have increased in recent years, play a significant role in shaping consumer behaviour, this subject still lacks sufficient empirical evidence, particularly in the context of tourist ethnocentrism. In this regard, the current study investigates the effects of ethnocentrism on repurchase intention, recommendation eWOM, willingness to pay a price premium, perceived service quality and perceived value among consumers from Asian, European and Middle Eastern consumption cultures. In addition, the study examines the mediating roles of perceived service quality and perceived value in the relationships between airline passenger ethnocentrism and repurchase intention, eWOM and willingness to pay a price premium. A hybrid research approach was adopted to analyze the developed research model and the data obtained, incorporating Partial Least Squares Structural Equation Modelling PLS-SEM with 5,000 sub-samples, Covariance-Based Structural Equation Modelling CB-SEM and the Structural Equation Modelling-Artificial Neural Network SEM-ANN approach. The findings indicate that passenger ethnocentrism has significant and positive effects on repurchase intention, recommendation, willingness to pay a price premium, perceived service quality and perceived value. These identified findings were similarly confirmed by the results of the ANN analysis. In addition, perceived service quality and perceived value were found to play significant mediating roles in the relationship between passenger ethnocentrism and passengers behavioural intentions. These results point out important implications for businesses in developing strategies that emphasize local identity and values, offer high-quality services and create customer value.

 Mevcut sınırlı literatür son yıllarda artan etnosentrizm kaynaklı ekonomik, politik ve kültürel çatışmaların tüketicilerin davranışlarını şekillendirmede önemli bir rol oynadığını belirtmiş olsa da bu konu yolcu entnosentrizmi özelinde halen istenilen amprik kanıtlara sahip değildir. Bu açıdan bu çalışma, Asya, Avrupa ve Ortadoğu tüketim kültürüne sahip tüketiciler özelinde etnosentrizmin yeniden satın alma, tavsiye etme eWOM, fiyat primi ödeme, hizmet kalitesi ve algılanan değer üzerindeki etkilerini araştırmaktadır. Ayrıca çalışma havayolu yolcu etnosentrizmi ile yeniden satın alma, eWOM ve fiyat primi ödeme arasındaki ilişkide hizmet kalitesi ve algılanan değerin aracılık rollerini incelemektedir. Geliştirilen araştırma modelini ve elde edilen verilerin analizi için 5000 alt örneklemli kısmi en küçük kareler yapısal eşitlik modeli PLS-SEM, kovaryans tabanlı yapısal eşitlik modellemesi CB-SEM ve structural equation modeling-artificial neural network SEM-ANN yaklaşımını içeren hibrit bir araştırma benimsenmiştir. Bulgular, yolcu etnosentrizminin yeniden kullanma niyeti, tavsiye etme, fiyat primi ödeme, hizmet kalitesi algısı ve algılanan değer üzerinde anlamlı ve pozitif etkileri olduğunu göstermektedir. Tespit edilen bu bulgular ANN analiz sonuçları tarafından da benzer şekilde doğrulanmıştır. Bununla birlikte hizmet kalitesi ve algılanan değer, yolcu etnosentrizm ile yolcu davranışsal niyetleri arasındaki ilişkilerde önemli aracı rol oynadığı bulunmuştur. Bu sonuçlar, işletmelerinin yerel kimlik ve değerleri vurgulayan, yüksek kaliteli hizmetler sunan ve müşteri değeri yaratan stratejiler geliştirebilmeleri açısından önemli çıkarımları vurgulamaktadır. Bu açıdan çalışma ilgili litetatürdeki tartışmaları ileriye taşırken havayolu hizmet pazarlamacıları, politika yapıcılar, havayolu endüstrisi ve işletmeciler için bir eylem planı geliştirmek adına değerli çıkarımlar sağlar.

Makale detayları

THE EFFECT OF ETHNOCENTRISM ON CONSUMER BEHAVIOUR: EVIDENCE FROM AN EXPERIMENTAL HYBRID (PLS-SEM, CB-SEM, AND PLS-ANN) STUDY

Yazarlar:

Barış Armutçu

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1287-1322

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359901

pISSN:

2146-3301

Airline Marketing

eWOM

Passenger ethnocentrism

Price premium

RepurchaseHavayolu pazarlaması

eWOM

Yolcu etnosentrizmi

Fiyat primi

Yeniden satın alma

Sayı

Makale detayları

Yazarlar: Barış Armutçu

Yayıncı: Gumushane University

Ana Başlıklar: İletişim Çalışmaları | İletişim ve Medya Çalışmaları (Diğer)

Dergi: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1287-1322

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001359901

pISSN: 2146-3301

Sayı

Yazarlar:

Barış Armutçu

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 2, pp.1287-1322

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001359901

pISSN:

2146-3301