Ethnocentric tendency and e- commerce: impact on consumers onlinepurchasing behavi̇ors a field study on the determination of the factors

With the spread of globalization and the development of international marketing, today's consumers can easily reach the product produced at one end of the world from their country at the other end of the world. Although the entrance and exit of products can be easily provided at the international level, businesses may encounter some problems. One of these obstacles, consumer ethnocentrism; It means racial centrism. According to consumer ethnocentrism, individuals see the country they live in as the center of the world, while accepting those who are similar to them culturally, they reject those belonging to a culture that does not resemble them. According to this view, while individuals glorify the symbols and values of their own culture, they underestimate the symbols and values of another culture. In this study, the concept of ethnocentrism was examined from the perspective of consumer behavior. With the widespread use of the Internet, consumers have started to be interested in the events, goods and services produced in different countries through social media, and their desire to explore has arisen. Thanks to social media, consumers can follow those who use foreign products and thus tend to purchase products of foreign origin. Companies that are aware of this situation use the internet as a means of interacting with their current and potential consumers.Purpose of the study; The aim of this study is to examine the tendencies of consumers towards domestic and foreign products. In this context, a field study was conducted to determine the electronic commerce behaviors of consumers. The main mass of the research consists of consumers aged 18-55 and above, residing in the central district of Bursa, using the internet and shopping online. The sample volume of the study was calculated using the sampling method through proportions. Online questionnaires were applied to 450 people, and when the erroneous questionnaires were excluded from the study, the answers of 420 people were included in the study. SPSS 26.0 program was used in the analysis of the research data. Percentage and frequency methods were used from descriptive statistics. Percentage and frequency distribution of the questions were made. The Independent Sample T-Test was used to test whether the difference between the means obtained from two independent groups was significant. One- way ANOVA Test was used to test whether the difference between the means of more than two independent groups was significant. Obtained data were evaluated at 95% confidence interval and p<0.05 significance level.