Year 2018, Volume 22, Issue 2, Pages 195 - 227 2018-12-30

Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi
The Effect of Electronic Word of Mouth Motives on Consumer Buying and Communication Behavior

Hatice Doğan Südaş [1] , Serap Çabuk [2]

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Tüketiciler internette yer alan ürün değerlendirme forumları, tartışma grupları ve internet günceleri gibi platformlarda, lokasyon, sosyo-ekonomik durum ve kişisel ilişkilerden bağımsız olarak iletişim kurmaktadır. Sanal fikir platformlarının sayısındaki artışla beraber, tüketicilerin bir satın alma kararı öncesi sıklıkla bu platformlarda yer alan bilgileri araştırmaya başvurması eAAİ’in etkilerinin ne yönde olacağını araştırmayı gerektirmektedir.

Bu çalışmada eAAİ motivlerinin tüketici satın alma ve iletişim davranışına etkisini belirlemeye yönelik kavramsal bir model geliştirilmiş ve Türkiye’de 1200 tüketici ile gerçekleştirilen saha çalışmasından elde edilen sonuçlara yer verilmiştir. Çalışma sonuçları tüketicilerin sanal platformlardan diğer tüketici yorumlarını okuma motivleri ve bu platformlardan elde edilen bilgilerin satın alma ve iletişim davranışını nasıl etkilediğine ilişkin bulgular sunmaktadır. 

Consumers communicate with each other on the internet product review forums, discussion groups, and blogs regardless of personal relationships, location and socio-economic status. The increase in the number of virtual platforms and consumers seeking information from these platforms before buying decision, makes it necessary to investigate what will be the effects of eWOM on consumer buying and communication behavior. This study introduces a conceptual model of the effect of eWOM motives on consumer buying and communication behavior and reports key findings from a field study employed with 1200 Turkish consumers. According to the results of the study, the factors motivating consumers to search for eAAI information are “social orientation”, ‘system advantages ‘, ‘socially based product information”, “reducing search time”, ‘reducing purchasing risks” and “rewarding” motives.

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Primary Language tr
Subjects Social
Journal Section Research Articles
Authors

Orcid: 0000-0003-1775-1903
Author: Hatice Doğan Südaş (Primary Author)
Institution: ÇUKUROVA ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0003-1677-8098
Author: Serap Çabuk
Institution: ÇUKUROVA ÜNİVERSİTESİ
Country: Turkey


Bibtex @research article { cuiibfd471689, journal = {Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, issn = {1300-3747}, eissn = {2636-8889}, address = {Cukurova University}, year = {2018}, volume = {22}, pages = {195 - 227}, doi = {}, title = {Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi}, key = {cite}, author = {Doğan Südaş, Hatice and Çabuk, Serap} }
APA Doğan Südaş, H , Çabuk, S . (2018). Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22 (2), 195-227. Retrieved from http://dergipark.org.tr/cuiibfd/issue/42702/471689
MLA Doğan Südaş, H , Çabuk, S . "Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi". Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 22 (2018): 195-227 <http://dergipark.org.tr/cuiibfd/issue/42702/471689>
Chicago Doğan Südaş, H , Çabuk, S . "Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi". Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 22 (2018): 195-227
RIS TY - JOUR T1 - Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi AU - Hatice Doğan Südaş , Serap Çabuk Y1 - 2018 PY - 2018 N1 - DO - T2 - Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi JF - Journal JO - JOR SP - 195 EP - 227 VL - 22 IS - 2 SN - 1300-3747-2636-8889 M3 - UR - Y2 - 2018 ER -
EndNote %0 Journal of Cukurova University Faculty of Economics and Administrative Sciences Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi %A Hatice Doğan Südaş , Serap Çabuk %T Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi %D 2018 %J Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi %P 1300-3747-2636-8889 %V 22 %N 2 %R %U
ISNAD Doğan Südaş, Hatice , Çabuk, Serap . "Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi". Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 22 / 2 (December 2019): 195-227.