Our research attempts to measure the effects of financial literacy of Turkish financial consumers on the borrowing behaviour. A questionnaire is administered to a sample of 550 people in the city of Eskisehir. In‐depth interviews are undertaken with 10 financial consumers to support the findings. Findings of the study indicate differences in the borrowing behaviour of consumers with different levels of financial literacy. Considering the relationship between financial literacy and borrowing behaviour, we suggest that attempts to increase financial literacy of financial consumers may have important implications in the prevention of excessive borrowing.
Abstract:Researchers have invested much effort in the understanding of acculturation-relevant factors that influence immigrants' psychological and socio-cultural adaptation. Factors that might have an impact on immigrants' product consumption decisions have comparatively received scarce attention by acculturation and marketing researchers. Immigrants show different product consumption patterns and therefore constitute big consumer groups that can have an impact on both the economy of immigrants' culture of origin and the host society. The present study investigated Turkish immigrants' product consumption ethnocentrism. The sample consisted of 599 youth and adult Turkish in Germany drawn from Cologne, the city with the highest ratio of Turkish people in the country. The study sample represented a very similar demographic make-up of the Turkish people in Cologne. The associations between acculturation strategies, loyalty to religion, and product consumption ethnocentrism were quantitatively analyzed based on a field survey. Research findings indicated that participants in the acculturation mode of separation scored significantly higher for consumer ethnocentrism than those showing other orientations, and those with an assimilation orientation scored the least for consumer ethnocentrism. Among the three religiosity dimensions (behavioral, emotional, cognitive) investigated in the present study, analyses controlling for a range of socio-demographic variables revealed a positive relationship between the behavior dimension of religiosity and consumer ethnocentrism.
The aim of this study was to identify the factors which affect the e-loyalty of online customers to the websites they shop from. In this context, the e-service quality that customers perceive from the website, the level of e-satisfaction associated with the website, and the e-trust were defined as the variables that determine the e-loyalty. A model was proposed based on these variables. Using the E-S-Qual scale, the execution and e-quality of the services provided by the website were measured based on the dimensions of security, efficiency system availability, and fulfillment and the effect of e-service quality on both the e-satisfaction and e-trust were demonstrated. The impact of e-trust and e-satisfaction on e-loyalty was also investigated. A total of 594 people living in the city of Eskişehir, Turkey, who shopped from the hepsiburada.com internet store, participated in the study. The study results indicate that the customers’ perception of website’s e-quality is an important determinant in creating e-trust and e-satisfaction in the website’s services, and that the resulting perception of e-trust and e-satisfaction in turn determines e-customer loyalty.
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