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

Tuğba Akbulak; Ünal Halit Özden

Makale detayları

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

Yazarlar:

Tuğba Akbulak | Ünal Halit Özden

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Uluslararası Ticarette Pazarlama

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.3 Issue 5, pp.1-19

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350785

pISSN:

2980-2199

Anahtar kelimeler:

Özet:

 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.

 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.

 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.

 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.

Makale detayları

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

Yazarlar:

Tuğba Akbulak | Ünal Halit Özden

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Uluslararası Ticarette Pazarlama

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.3 Issue 5, pp.1-19

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350785

pISSN:

2980-2199

Globalization

Ethnocentrism

Cosmopolitanism

Variety seeking

Fast Food

Purchase Intention.Küreselleşme

Etnosentrizm

Kozmopolitanizm

Çeşitlilik Arayışı

Fast Food

Satın Alma Niyeti

Sayı

Makale detayları

Yazarlar: Tuğba Akbulak | Ünal Halit Özden

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Uluslararası Ticarette Pazarlama

Dergi: İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.3 Issue 5, pp.1-19

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001350785

pISSN: 2980-2199

Sayı

Yazarlar:

Tuğba Akbulak | Ünal Halit Özden

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Uluslararası Ticarette Pazarlama

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.3 Issue 5, pp.1-19

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350785

pISSN:

2980-2199