EWOMM (Elektronik Ağızdan Ağıza Pazarlama) İle Çevrimiçi Satın Alma Niyeti İlişkisinde Phubbing’ in Aracılık Rolü: Sosyal Medya Kullanıcıları Üzerine Bir Araştırma

Year 2023, , 48 - 60, 05.07.2023

Süheyla Süer

https://doi.org/10.52835/19maysbd.1319917

Abstract

EWOMM ile çevrimiçi satın alma niyeti ilişkisinde Phubbing'in aracılık rolünün incelendiği bu araştırmada, üç önemli kavram üzerinde durulmaktadır. EWOMM, bir tüketicinin ürünler, hizmetler ya da işletmeler hakkında, bir ya da bir grup tüketiciye, olumlu ya da olumsuz deneyimlerini, düşüncelerini, fikirlerini elektronik ortamlarda paylaşmasıdır. Çevrimiçi satın alma niyeti, bir ürünü çevrimiçi satın almayı ve tüketmeyi düşünmek ve zihinde bunu tasarlamak, planlamaktır. Phubbing ise, bireyin bir ortamda yalnızca akıllı telefonuyla ilgilenmesi ve çevresini önemsememesi durumudur. Araştırmada çevrimiçi satın alma niyeti ile EWOMM, EWOMM ile Phubbing ve çevrimiçi satın alma niyeti ile Phubbing arasındaki ilişki analiz edilmiş ve Phubbing'in aracılık rolü incelenmiştir. Araştırma sosyal medya kullanıcıları üzerine yapılmıştır. Araştırmada 402 geçerli anket elde edilmiş, veriler Excel, IBM SPSS ve Stata programları ile analiz edilmiştir. Çalışmanın sonucuna göre, EWOMM, çevrimiçi satın alma niyeti ve Phubbing arasında pozitif yönde, orta ve zayıf düzeyde ilişkiler olduğu bulgusuna ulaşılmıştır. Ayrıca EWOMM'un çevrimiçi satın alma niyeti ve Phubbing üzerinde, Phubbing'in çevrimiçi satın alma niyeti üzerinde etkisi olduğu bulgusuna ulaşılmıştır. Son alarak Phubbing'in EWOMM ile çevrimiçi satın alma niyeti ilişkisinde aracılık rolü incelenmiş ve Phubbing'in bu ilişkide bir aracı olmadığı sonucuna ulaşılmıştır.

Keywords

EWOMM, Çevrimiçi Satın Alma Niyeti, Phubbing, Sosyal Medya

Supporting Institution

-

Project Number

-

Thanks

-

The Mediating Role of Phubbing in The Relationship Between EWOMM (Electronic Word of Mouth Marketing) and Online Purchase Intention: A Research on Social Media Users

Abstract

In this study, which examines the mediating role of Phubbing in the relationship between EWOMM and online purchase intention, three important concepts are emphasized. EWOMM is a consumer's sharing of positive or negative experiences, thoughts, ideas about products, services or businesses with one or a group of consumers in electronic media. Online purchase intention is to think about buying and consuming a product online and to design and plan it in mind. On the other hand, Phubbing is the situation in which an individual is only interested in her/his smartphone in an environment and does not care about her/his environment. In the research, the relationship between online purchase intention and EWOMM, EWOMM and Phubbing, and online purchase intention and Phubbing were analyzed and the mediating role of Phubbing was examined. The research was conducted on social media users. In the study, 402 valid questionnaires were obtained and the data were analyzed with Excel, IBM SPSS and Stata programs. According to the results of the research, it was found that there are positive, moderate and weak relationships between EWOMM, online purchase intention and Phubbing. In addition, it was found that EWOMM has an effect on online purchase intention and Phubbing, and Phubbing has an effect on online purchase intention. Finally, the mediating role of Phubbing in the relationship between EWOMM and online purchase intention was examined and it was concluded that Phubbing was not a mediator in this relationship.

Keywords

EWOMM, Online Purchase Intention, Phubbing, Social Media

Project Number

-

References

• Al Kurdia, B., Alshurideh, M., Akour, I., Alzoubi, H. M., Obeidat, B. ve AlHamad, A. (2022). The role of digital marketing channels on consumer buying decisions through ewom in the jordanian markets. International Journal of Data and Network Science, 6, 1175–1185.
• Armstrong, J. S., Morwitz, V., & Kumar, V. (2000). Sales forecasts for existing consumer products and services: do purchase intentions contribute to accuracy?. International Journal of Forecasting, 16(3), 383-397. Bao, T. T. ve Chang, T-L. S. (2016). The product and timing effects of ewom in viral marketing. International Journal of Business, 21(2), 99-111.
• Bartlett, J. E., Kotrlik, J. W. ve Higgins, C. C. (2001). Organizational research: determining appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43-50.
• Bian, Q. ve Forsythe, S. (2012). Purchase intention for luxury brands: a cross cultural comparison. Journal of Business Research, 65, 1443–1451.
• Bronner, F. ve De Hoog, R. (2011). Vacationers and ewom: who posts, and why, where, and what?. Journal of Travel Research, 50(1), 15–26.
• Cheung, C.M.K. ve Thadani, D.R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decision Support Systems, (54), 461–470.
• Chotpitayasunondh, V. ve Douglas, K. M. (2016). How “phubbing” becomes the norm: the antecedents and consequences of snubbing via smartphone. Computers in Human Behavior, 63, 9-18.
• Chotpitayasunondh, V. ve Douglas, K. M. (2018). The effects of “phubbing” on social interaction. Journal of Applied Social Psychology, 1-13.
• Chotpitayasunondh, V. ve Douglas, K. M. (2018). Measuring phone snubbing behavior: development and validation of the generic scale of phubbing (GSP) and the generic scale of being phubbed (GSBP). Computers in Human Behavior, 1-47.
• Clow, K.E. ve Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi (Çev. G. Öztürk). Ankara: Nobel. Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947.
• Data Reportal. (2023). Digital 2023: Turkey. https://datareportal.com/reports/digital-2023-turkey/ adresinden erişildi. (Erişim tarihi: 19.02.2023).
• Deloitte Digital. (2022). E-ticaretin öne çıkan başarısı, tüketici davranışlarında değişim ve dijitalleşme. Deloitte Digital.
• Dictionary Cambridge. (2023). https://dictionary.cambridge.org/dictionary/english/phub?q=phubbed/ adresinden erişildi. (Erişim tarihi: 16.02.2023).
• Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
• Guazzini, A., Duradoni, M., Capelli, A. & Meringolo, P. (2019). An explorative model to assess individuals’ phubbing risk. Future Internet, 11, 21, 1-13.
• Gürbüz, S. ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• Habib, S., Hamadneh, N. N. & Khan, M. A. (2021). Influence of electronic word of mouth (EWOM) and relationship marketing on brand resonance: a mediation analysis. Sustainability, 13, 6833, 1-15.
• Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal Of Interactive Marketing, Volume 18(1), 38-52.
• Kalwani, M. U. ve Silk, A. J. (1982). On the reliability and predictive validity of purchase intention measures. Marketing Science, 1(3), 243-286.
• Khan, M. (2006). Consumer behaviour and advertising management. New Delhi: New Age International. King, R. A., Racherla, P. & Bush, V. D. (2014). What we know and don't know about online word-of-mouth: a review and synthesis of the literature. Journal of Interactive Marketing, 1-17.
• Liu, Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of Marketing, Vol. 70(July), 74–89.
• Morwitz, V. G., Steckel, J. H. & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, (23), 347–364.
• Morwitz, V. (2012). Consumers’ purchase intentions and their behavior. Foundations and Trends in Marketing, 7(3), 181–230. Phillips, M. ve Rasberry, S. (2001). Marketing without advertising. (Editör: P. Pakroo). U.S.A: Nolo.
• Roberts, J. A. ve David, M. E. (2016). My life has become a major distraction from my cell phone: partner phubbing and relationship satisfaction among romantic partners. Computers in Human Behavior, 54, 134-141.
• Seçer, İ. (2017). SPSS ve LISREL ile pratik veri analizi. Ankara: Anı Yayıncılık.
• Solomon, M. R. (2020). Consumer behavior buying, having, and being. U.S.A.: Pearson.
• Sun, J. ve Samp, J. A. (2021). Phubbing is happening to you: examining predictors and effects of phubbing behaviour in friendships. Behaviour & Information Technology, 1-14.
• The Guardian (2013). https://www.theguardian.com/technology/shortcuts/2013/aug/05/phubbing-anti-social-phone-campaign/ adresinden erişildi. (Erişim tarihi: 16.02.2023).
• Toldos-Romero, M. D. L. P. ve Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462 - 476.
• Wang, T., Yeh, R. K-J., Chen, C. & Tsydypov, Z. (2016). What drives electronic word-of-mouth on social networking sites? perspectives of social capital and self-determination. Telematics and Informatics, 1-31. We are Social (2022). Digital 2022 global overview report. https://wearesocial.com/ adresinden erişildi. (Erişim tarihi: 19.02.2023 ).
• Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K. & Ishak, N. (2014). Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business Economics Research, 3(2), 378-397.