Analysis of Socio-Psychological Factors of Consumer Ethnocentrism - Moderating Effect of The National Identity
Analiza socio-psiholoških faktora potrošačkog etnocentrizmamoderatorski efekat nacionalnog identiteta
Abstract
Modern business conditions are characterized by frequent changes in consumer behavior. Consumer ethnocentrism researches are getting more important during economic downturns. The effects of the economic crisis, increased migratory trends and frequent social unrest reinforce consumers‘ ethnocentric tendencies. This paper examines the influence of socio-psychological factors on consumer ethnocentrism of citizens of the Republic of Serbia. Also, the paper examines the moderating effect of the national identity and the mediating effect of consumer demographic characteristics. It was conducted an empirical survey and for collecting date it was used the survey method. Statistical analysis was performed on a sample of 288 respondents from the territory of the Republic of Serbia. Research results show that collectivism and animosity towards the EU have a positive impact on consumer ethnocentrism, while the impact of cultural openness on consumer ethnocentrism is not statistically significant. Also, the results of the research show that the national identity has a positive moderating role in the relationship between collectivism and consumer ethnocentrism, as well as in the relationship of animosity towards the EU and consumer ethnocentrism, while in the relation of cultural openness and consumer ethnocentrism, national identity has no significant moderating role. Demographic characteristics have a significant mediating role in the relationship between collectivism and consumer ethnocentrism, as well as in the relation of animosity towards the EU and consumer ethnocentrism, while in relation to cultural openness and consumer ethnocentrism, demographic characteristics do not have a significant mediator role. The sample has some limitations, which should be kept in mind when interpreting particular results.
Apstrakt
Savremene uslove poslovanja karakterišu učestale promene u ponašanju potrošača. Istraživanja o potrošačkom etnocentrizmu dobijaju na značaju tokom ekonomskih kriza. Dejstvo ekonomske krize, pojačana migratorna kretanja i učestali socijalni nemiri pojačavaju etnocentrične tendencije potrošača. U radu se ispituje uticaj socio-psiholoških faktora na potrošački etnocentrizam građana Republike Srbije. Takođe, u radu se ispituje moderatorski efekat nacionalnog identiteta i medijatorski efekat demografskih karakteristika potrošača. Sprovedeno je empirijsko istraživanje, a metod ankete je korišćen za prikupljanje podataka. Statistička analiza rađena je na uzorku od 288 ispitanika sa teritorije Republike Srbije. Rezultati istraživanja pokazuju da kolektivizam i animozitet prema EU imaju pozitivan uticaj na potrošački etnocentrizam, dok uticaj kulturološke otvorenosti na potrošački etnocentrizam nije statistički značajan. Takođe, rezultati istraživanja pokazuju da nacionalni identitet ima pozitivnu moderatorsku ulogu u odnosu kolektivizma i potrošačkog etnocentrizma, kao i u odnosu animoziteta prema EU i potrošačkog etnocentrizma, dok u odnosu kulturološke otvorenosti i potrošačkog etnocentrizma nacionalni identitet nema signifikantnu moderatorsku ulogu. Demografske karakteristike imaju signifikantnu medijatorsku ulogu u odnosu kolektivizma i potrošačkog etnocentrizma, kao i u odnosu animoziteta prema EU i potrošačkog etnocentrizma, dok u odnosu kulturološke otvorenosti i potrošačkog etnocentrizma demografske karakteristike nemaju signifikantnu medijatorsku ulogu. Uzorak ima određena ograničenja, što bi trebalo imati u vidu pri tumačenju pojedinih rezultata.
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