Tüketici Sinizminin Tüketici Boykot Davranışı Üzerindeki Etkisinde Tüketici Boykot Katılım Güdülerinin Aracılık Rolünün İncelenmesi

Abstract

Consumer cynicism, it is explained by the distrust, dissatisfaction and unmet expectations that consumers feel towards businesses. Consumer boycott behavior is evaluated as a form of consumer behavior in marketing science. Consumer boycott participation motives are expressed as the motivations that enable consumers to participate in the boycott. The purpose of this study is to examine whether a significant mediating effect of consumer boycott participation motives in the effect of consumer cynicism on consumer boycott behavior. The research was carried out by using the questionnaire method with 401 consumers living in Erzurum. Arithmetic mean, standard deviation, frequency distribution, reliability analysis, variance analysis, confirmatory factor analysis, exploratory factor analysis and structural equation analysis were used in the analysis of the data obtained in this research. Lisrel 8.51 and SPSS 22.0 statistical software packages were used in the analysis. The reliability and confirmatory factor analyses showed that the research variables had a high degree of reliability and the goodness-of-fit values were within acceptable limits. In the research, it has been determined that consumers have quite high levels of consumer cynicism, consumer boycott behavior and consumer boycott participation motives. As a result of the structural equation analysis carried out in the research, it is seen that the variables of making a difference and self-enhancement among the consumer boycott participation motives have a significant mediating effect on the effect of consumer cynicism on consumer boycott behavior. However, it was determined that the counter-arguments did not have a significant mediating effect.