TURİZM SEKTÖRÜNDE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİ ETKİLEYEN FAKTÖRLERİN DEMOGRAFİK ÖZELLİKLER AÇISINDAN İNCELENMESİ: AKADEMİSYENLER ÜZERİNDE BİR UYGULAMA

Yıl 2018, Sayı: 57, 280 - 295, 18.08.2018

Aslı Ergenekon Arslan Ömer Zafer Güven

Öz

Elektronik ağızdan ağıza iletişim (E-WOM), üretici
ve satıcıdan bağımsız olarak ürün ya da hizmeti kullanan kişilerin sanal
ortamda yapmış olduğu yorum ve görüşlere dayanan bir iletişim uygulamasıdır.
Günümüzde tüketiciler ürün ya da hizmeti satın alma kararı verirken, bu ürün
veya hizmeti daha önce kullanan diğer tüketicilerin görüş ve önerilerine önem
vermekte ve elektronik ağızdan ağıza iletişimi önemli bir bilgi kaynağı olarak
görmektedirler. Elektronik ağızdan ağıza iletişim, turizm sektöründe bağımsız
ve objektif yorum ve değerlendirmeler içermesi nedeniyle tüketiciler tarafından
daha güvenilir kabul edilmekte ve bundan dolayı turistik tüketicilerin satın
alma karar sürecinde özellikle elektronik ağızdan ağıza iletişimden daha fazla
etkilendikleri görülmektedir. Bu noktadan hareketle bu çalışmada elektronik
ağızdan ağıza iletişimi etkileyen faktörlerin (kaynak güvenilirliği, kullanıcı
deneyimi, kullanım yararı ve E-WOM etkisi) akademisyenlerin demografik
özelliklerine göre farklılaşıp farklılaşmadığının turizm sektörü bağlamında
araştırılması amaçlanmıştır. Araştırmanın verileri Kütahya Dumlupınar
Üniversitesi ve Bilecik Şeyh Edebali Üniversitesinde görev yapan 329
akademisyenden anket yolu ile toplanmış ve istatistiksel yöntemler kullanılarak
analiz edilmiştir. Yapılan analizler sonucunda E-WOM’u etkileyen faktörler ile
akademisyenlerin cinsiyetleri, yaşları, medeni durumları ve çalışma süreleri
arasında anlamlı bir farklılık bulunamamıştır. Bununla birlikte, ­E-WOM
faktörleri ile akademisyenlerin daha önce çevrimiçi tatil ürünü satın alma
durumları arasında anlamlı farklılıklar olduğu belirlenmiştir. 

Anahtar Kelimeler

Elektronik ağızdan ağıza iletişim, Kaynak güvenilirliği, Kullanım yararı, Kullanıcı deneyimi, E-WOM etkisi

Demographic Investigation on the Factors Affecting Electronic Word of Mouth For the Tourism Sector: A Case Study For the Academicians

Öz

Electronic word of mouth (E-WOM) is the application of communication
based on the comments made by the product or service users without
dependence on sellers and producers. The consumers do care the remarks of the
product or service users before making a decision on purchasing it. So, they
accept E-WOM as an important information source. Since E-WOM includes objective
and independent comments in the tourism sector, the consumers treat E-WOM as
more trustable source. In this study, it is aimed to investigate whether the factors (source credibility, usage usefulness, usage experience, E-WOM effect) affecting E-WOM changes with the demographic
characteristics of academicians or not. Data
of the investigation
were collected from the academicians working in Kutahya Dumlupinar and Bilecik
Seyh Edebali Universities. For this aim, the technique of questionnaire was used on a number of 329
academicians. These collected data the were analyzed
by the statistical methods. As conclusion, it was not determined any
meaningful differences between the
factors affecting E-WOM and gender, marital status, ages and working life of the academicians.  Beside this, it was determined that there are
meaningful differences between E-WOM factors and the case of previously purchased
and non-purchased online holiday by the academicians.  

Anahtar Kelimeler

Electronic Word of Mouth, Source credibility, Usage usefulness, Usage experience, E-WOM effect, Tourism

Kaynakça

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