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Otel işletmelerinde tüketici sinizminin satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlama niyetinin rolü

Year 2021, , 1521 - 1535, 31.12.2021
https://doi.org/10.31795/baunsobed.1023377

Abstract

Bu araştırmada tatil satın alma niyetinde olan otel müşterilerinin sinik tutumları üzerinde elektronik ağızdan ağıza pazarlama niyetinin rolünün olup olmadığının belirlenmesi amaçlanmaktadır. Değişkenler arasındaki ilişki ve etki düzeyinin belirlenmesi için araştırmada nicel araştırma yöntemi desenlerinden ilişkisel tarama modelinden faydalanılmıştır. Ayrıca araştırma amacı bakımından açıklayıcı araştırma türüne örnektir. Araştırmada veriler anket yöntemi ile toplanmıştır. Araştırmanın evrenini daha önce otel işletmelerinde konaklayan otel misafirleri oluşturmaktadır. Araştırmanın yapıldığı Mayıs-Haziran 2021 tarihleri arasında pandemi nedeniyle otellerdeki doluluk oranlarının düşük olması ve katılımcılara ulaşmanın zorluğu nedeniyle araştırmada basit tesadüfi örneklem yöntemi kullanılarak Google Forms üzerinden oluşturulan anket formu linki sosyal medya aracılığıyla paylaşılarak veriler elde edilmiştir. Araştırmada toplam 392 katılımcıdan geri dönüş sağlanmış ve bu sayının yeterli olduğu düşünülerek veriler analize tabi tutulmuştur. Araştırma sonucunda, tüketicilerin sinik tutumlarının satın alma niyetini ve elektronik ağızdan ağıza pazarlama niyetini olumsuz yönde etkilediği, elektronik ağızdan ağıza pazarlama niyetinin satın alma niyetini olumlu yönde etkilediği ve tüketicilerin sinik tutumlarının satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlama niyetinin kısmi aracı etkisinin olduğu sonucuna varılmıştır. Bu doğrultuda elektronik ağızdan ağıza pazarlama niyetinin tüketiciler için öneminin büyük olması nedeniyle otel işletmelerinin sinik tutumlara sahip tüketiciler için bu tür pazarlama faaliyetlerine odaklanmasının gerekli olduğu sonucuna ulaşılmıştır.

References

  • Abner, M. (2019). Effects of social media, electronic word-of-mouth, and price on US female consumers’ attitude toward purchase and purchase intention of ethical apparel. [Doctoral dissertation]. Iowa State University.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  • Akçay, G. (2021). Tüketici sinizminin öncülleri ve sonuçları: Hizmet sektörü üzerinde bir araştırma. [Doktora Tezi]. Bursa Uludağ Üniversitesi.
  • Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
  • Amezcua, B., & Quintanilla, C. (2016). When eWOM becomes cynical. International Journal of Consumer Studies, 40(3), 290-298.
  • Andaç, R. E. (2019). Sinizm ve tüketici sinizmi: İstanbul ilinde bir uygulama. [Yüksek Lisans Tezi]. İzmir Kâtip Çelebi Üniversitesi.
  • Andersson, L.M. (1996). Employee cynicism: an examination using a contract violation framework, Human Relations, 49(11), 395-418.
  • Atılgan, K. Ö., İnce, T., ve Yılmaz, S. (2017). Tüketicilerin satın alma niyetleri ve boykota yönelik tutumlarının tüketici sinizmi, fiyat şeffaflığı ve fiyat adaleti bağlamında incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26(3), 34-44.
  • Aydın, B. O. (2015). Çevrimiçi topluluklarda elektronik ağızdan ağıza iletişimin sosyal belirleyicileri. Selçuk Üniversitesi Türkiyat Araştırmaları Dergisi, 1(37), 563-585.
  • Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bergeron, J. (2004). Antecedents and consequences of salesperson listening effectiveness in buyer-seller relationships. [Doctoral Thesis]. The John Molson School of Business, Concordia University.
  • Boush, D.M., Friestad, M. & Rose, G.M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics, Journal of Consumer Research, 21(1), 165-176.
  • Bozoklu, Ç. P., ve Ermeç, A. (2020). Tüketici Sinizmi Ölçeği’nin Türkçe’ye uyarlanması: güvenilirlik ve geçerlilik araştırması. Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(2), 440-459.
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796-837.
  • Cook, W.W., & Medley, D.M. (1954). Proposed hostility and parasitic virtue scales for the MMPI. Journal of Applied Psychology, 38, 414-418.
  • Demerouti, E., Xanthopoulou, D., & Bakker, A. B. (2018). How do cynical employees serve their customers? A multi-method study. European Journal of Work and Organizational Psychology, 27(1), 16-27.
  • Dermody, J., & Hanmer-Lloyd, S. (2004). Segmenting youth voting behaviour through trusting-distrusting relationships: a conceptual approach, International Journal of Nonprofit & Voluntary Sector Marketing, 9(3), 202-217.
  • Doyle, P. (2008). Value-based marketing. Marketing strategies for corporate growth and shareholder value (2nd ed.). John Wiley & Sons.
  • Eren, A. (2021). Turizm sektöründe elektronik ağızdan ağıza iletişimin satın alma niyeti üzerine etkisi. [Doktora Tezi]. Nevşehir Hacı Bektaş Üniversitesi.
  • Eryılmaz, B. (2014). Sosyal medya kullanımının müşteri tercihleri üzerine etkileri: konaklama işletmelerinde bir inceleme. [Doktora Tezi]. Sakarya Üniversitesi.
  • Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175-181.
  • Fein, S., & Hilton, J.L. (1994). Judging others in the shadow of suspicion, Motivation and Emotion, 18, 167-198.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gavcar, C. T. (2018). Online tüketici yorumlarının tüketici satın alma niyeti üzerine etkisi. [Yüksek Lisans Tezi]. Pamukkale Üniversitesi.
  • Göktaş, B. (2019). Tüketici sinizmi kavramı ve ağızdan ağıza pazarlama eylemlerinin sinik tüketici davranışlarına etkisi konusunda bir uygulama. OPUS- Uluslararası Toplum Araştırmaları Dergisi, 13(19), 1650-1692.
  • Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri (5. Baskı). Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: A global perspective (7th ed.). Pearson, Upper Saddle River.
  • Helm, A. (2004). Cynics and skeptics: consumer dispositional trust. Kahn, B. E., & Luce, M. F., (Ed.), in NA- Advances in Consumer Research, (p. 345-351) Association for Consumer Research.
  • Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: Developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515-524.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hoyer W. D., MacInnis, D. J. & Pieters, R. (2018). Consumer Behavior (7th ed.), Cengage Learning. Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
  • Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366.
  • Kanter, D.L., & Wortzel, L. (1985). Cynicism and alienation as marketing considerations: some new ways to approach female consumers. Journal of Consumer Marketing, 2, 5-15.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Lenhart, A., Purcell, K., Smith, A., & Zichuhr, K. (February 2010). Social media & mobile ınternet use among teens and young adults. Washinghton, DC: Pew Research Center Report. 09 Ağustos 2021 tarihinde pewinternet.org/Reports/2010/Social-Mediaand-Young-Adults.aspx adresinden erişim sağlandı
  • Leung, K., Li, F., & Zhou, F. (2012). Sex differences in social cynicism across societies: The role of men’s higher competitiveness and male dominance. Journal of Cross-Cultural Psychology, 43(7), 1152-1166.
  • Longart, P., Wickens, E., & Bakir, A. (2016). Consumer decision process ın restaurant selection: An application of the stylized EKB model. Market Trziste, 28(2), 173.
  • Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products?. Journal of Consumer Behaviour, 19(4), 371-381.
  • Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99-107.
  • Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
  • Mirvis, P. H., & Kanter, D. L. (1991). Beyond demography: A psychographic profile of the workforce. Human Resource Management, 30(1), 45-68.
  • Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: building marketing strategy (13th ed.). McGraw-Hill Education.
  • Nitzl, C., Roldán J.L., & Cepeda Carrión G. (2016). Mediation analysis in partial least squares path modeling: helping researchers discuss more sophisticated models. Industrial Management & Data Systems 119(9), 1849-1864.
  • Özbay, G. (2013). Sanal ortamda paylaşılan tüketici yorumlarının algılanması ve satın almada bilgi kullanımına etkisi-otel işletmelerinde bir inceleme. [Doktora Tezi]. Sakarya Üniversitesi.
  • Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59.
  • Rainie, L. (September, 2006). Digital “natives” invade the workplace. Pew Internet & American Life Project. 09 Ağustos 2021 tarihinde https://www.pewresearch.org/internet/2006/09/28/new-workers-new-workplaces-digital-natives-invade-the-workplace/ adresinden erişim sağlandı
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Stanley, D.J., Meyer, J.P., & Topolnytsky, L. (2005). Employee cynicism and resistance to organizational change. Journal of Business and Psychology, 19(4), 429-459.
  • Tabachnick, B.G., & Fidell, L.S. (2013). Using multivariate statistics (6th ed.), Pearson Education. Tokgöz, E. (2020). Tüketicinin kin tutma eğiliminin pazardan geri çekilme niyeti üzerinde etkisi: tüketici sinizminin aracı ve düzenleyici rolü. Yönetim ve Ekonomi Araştırmaları Dergisi, 18(1), 36-58.
  • Tran, H. A., Strizhakova, Y., Usrey, B., & Johnson, S. (2021). Consumer cynicism in service failures. Psychology & Marketing, 1-14.
  • Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology, 71(2), 103-113.
  • Ward, J.C., & Ostrom, A.L. (2006) Complaining to the masses: the role of protest framing in customer-created complaint web sites. Journal of Consumer Research, 33, 220–230.
  • Webb, D.J., & Mohr, L.A. (1998). A typology of consumer responses to cause-related marketing: from skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
  • Yorgancı, B. (2020). E-Wom’un (ağızdan ağıza iletişim) tüketicilerin satın alma niyetlerine etkisi: Yiyecek içecek işletmeleri örneği. Journal of Tourism Research Institute, 1(2), 123-131.
  • Yu-Lun, L., & Ching-Jui, K. (2014) Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful eWOM messages. Social Behavior and Personality: an international journal, 42(6), 979-995.
  • Zangeneh, S., Mohammadkazemi, R., & Rezvani, M. (2014). Investigating the effect of electronic word of mouth on customer’s purchase intention of digital products. Management Science Letters, 4(11), 2433-2440.

The role of electronic word of mouth (eWOM) in the effect of consumer cynicism on purchasing intention in hotels

Year 2021, , 1521 - 1535, 31.12.2021
https://doi.org/10.31795/baunsobed.1023377

Abstract

In this research, it is aimed to determine whether eWOM intention has a role on the cynical attitudes of hotel customers who intend to purchase a holiday. In this research, which uses the quantitative research method, it is aimed to determine both the relationship between the variables and the level of effect. For this reason, the relational screening model was used in the research. In terms of its purpose, the research is an example of the explanatory research type. The data obtained from the participants in the research were collected between May-June 2021 by questionnaire method. Hotel guests who have stayed in hotels before constitute the population of the research. Data were obtained from the participants using the simple random sampling method. The survey form link created on Google Forms was shared on social media. A total of 392 questionnaires were analyzed in the research. As a result of the analysis, it was concluded that the cynical attitudes of the consumers negatively affect the purchase intention and the eWOM marketing intention, the eWOM intention has a positive effect on the purchase intention, and the eWOM intention has a partial mediation role. In this direction, it has been concluded that hotel businesses should focus on such marketing activities for consumers with cynical attitudes, since eWOM intention is of great importance for consumers.

References

  • Abner, M. (2019). Effects of social media, electronic word-of-mouth, and price on US female consumers’ attitude toward purchase and purchase intention of ethical apparel. [Doctoral dissertation]. Iowa State University.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  • Akçay, G. (2021). Tüketici sinizminin öncülleri ve sonuçları: Hizmet sektörü üzerinde bir araştırma. [Doktora Tezi]. Bursa Uludağ Üniversitesi.
  • Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
  • Amezcua, B., & Quintanilla, C. (2016). When eWOM becomes cynical. International Journal of Consumer Studies, 40(3), 290-298.
  • Andaç, R. E. (2019). Sinizm ve tüketici sinizmi: İstanbul ilinde bir uygulama. [Yüksek Lisans Tezi]. İzmir Kâtip Çelebi Üniversitesi.
  • Andersson, L.M. (1996). Employee cynicism: an examination using a contract violation framework, Human Relations, 49(11), 395-418.
  • Atılgan, K. Ö., İnce, T., ve Yılmaz, S. (2017). Tüketicilerin satın alma niyetleri ve boykota yönelik tutumlarının tüketici sinizmi, fiyat şeffaflığı ve fiyat adaleti bağlamında incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26(3), 34-44.
  • Aydın, B. O. (2015). Çevrimiçi topluluklarda elektronik ağızdan ağıza iletişimin sosyal belirleyicileri. Selçuk Üniversitesi Türkiyat Araştırmaları Dergisi, 1(37), 563-585.
  • Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bergeron, J. (2004). Antecedents and consequences of salesperson listening effectiveness in buyer-seller relationships. [Doctoral Thesis]. The John Molson School of Business, Concordia University.
  • Boush, D.M., Friestad, M. & Rose, G.M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics, Journal of Consumer Research, 21(1), 165-176.
  • Bozoklu, Ç. P., ve Ermeç, A. (2020). Tüketici Sinizmi Ölçeği’nin Türkçe’ye uyarlanması: güvenilirlik ve geçerlilik araştırması. Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(2), 440-459.
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796-837.
  • Cook, W.W., & Medley, D.M. (1954). Proposed hostility and parasitic virtue scales for the MMPI. Journal of Applied Psychology, 38, 414-418.
  • Demerouti, E., Xanthopoulou, D., & Bakker, A. B. (2018). How do cynical employees serve their customers? A multi-method study. European Journal of Work and Organizational Psychology, 27(1), 16-27.
  • Dermody, J., & Hanmer-Lloyd, S. (2004). Segmenting youth voting behaviour through trusting-distrusting relationships: a conceptual approach, International Journal of Nonprofit & Voluntary Sector Marketing, 9(3), 202-217.
  • Doyle, P. (2008). Value-based marketing. Marketing strategies for corporate growth and shareholder value (2nd ed.). John Wiley & Sons.
  • Eren, A. (2021). Turizm sektöründe elektronik ağızdan ağıza iletişimin satın alma niyeti üzerine etkisi. [Doktora Tezi]. Nevşehir Hacı Bektaş Üniversitesi.
  • Eryılmaz, B. (2014). Sosyal medya kullanımının müşteri tercihleri üzerine etkileri: konaklama işletmelerinde bir inceleme. [Doktora Tezi]. Sakarya Üniversitesi.
  • Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175-181.
  • Fein, S., & Hilton, J.L. (1994). Judging others in the shadow of suspicion, Motivation and Emotion, 18, 167-198.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gavcar, C. T. (2018). Online tüketici yorumlarının tüketici satın alma niyeti üzerine etkisi. [Yüksek Lisans Tezi]. Pamukkale Üniversitesi.
  • Göktaş, B. (2019). Tüketici sinizmi kavramı ve ağızdan ağıza pazarlama eylemlerinin sinik tüketici davranışlarına etkisi konusunda bir uygulama. OPUS- Uluslararası Toplum Araştırmaları Dergisi, 13(19), 1650-1692.
  • Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri (5. Baskı). Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: A global perspective (7th ed.). Pearson, Upper Saddle River.
  • Helm, A. (2004). Cynics and skeptics: consumer dispositional trust. Kahn, B. E., & Luce, M. F., (Ed.), in NA- Advances in Consumer Research, (p. 345-351) Association for Consumer Research.
  • Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: Developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515-524.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hoyer W. D., MacInnis, D. J. & Pieters, R. (2018). Consumer Behavior (7th ed.), Cengage Learning. Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
  • Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366.
  • Kanter, D.L., & Wortzel, L. (1985). Cynicism and alienation as marketing considerations: some new ways to approach female consumers. Journal of Consumer Marketing, 2, 5-15.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Lenhart, A., Purcell, K., Smith, A., & Zichuhr, K. (February 2010). Social media & mobile ınternet use among teens and young adults. Washinghton, DC: Pew Research Center Report. 09 Ağustos 2021 tarihinde pewinternet.org/Reports/2010/Social-Mediaand-Young-Adults.aspx adresinden erişim sağlandı
  • Leung, K., Li, F., & Zhou, F. (2012). Sex differences in social cynicism across societies: The role of men’s higher competitiveness and male dominance. Journal of Cross-Cultural Psychology, 43(7), 1152-1166.
  • Longart, P., Wickens, E., & Bakir, A. (2016). Consumer decision process ın restaurant selection: An application of the stylized EKB model. Market Trziste, 28(2), 173.
  • Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products?. Journal of Consumer Behaviour, 19(4), 371-381.
  • Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99-107.
  • Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
  • Mirvis, P. H., & Kanter, D. L. (1991). Beyond demography: A psychographic profile of the workforce. Human Resource Management, 30(1), 45-68.
  • Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: building marketing strategy (13th ed.). McGraw-Hill Education.
  • Nitzl, C., Roldán J.L., & Cepeda Carrión G. (2016). Mediation analysis in partial least squares path modeling: helping researchers discuss more sophisticated models. Industrial Management & Data Systems 119(9), 1849-1864.
  • Özbay, G. (2013). Sanal ortamda paylaşılan tüketici yorumlarının algılanması ve satın almada bilgi kullanımına etkisi-otel işletmelerinde bir inceleme. [Doktora Tezi]. Sakarya Üniversitesi.
  • Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59.
  • Rainie, L. (September, 2006). Digital “natives” invade the workplace. Pew Internet & American Life Project. 09 Ağustos 2021 tarihinde https://www.pewresearch.org/internet/2006/09/28/new-workers-new-workplaces-digital-natives-invade-the-workplace/ adresinden erişim sağlandı
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Stanley, D.J., Meyer, J.P., & Topolnytsky, L. (2005). Employee cynicism and resistance to organizational change. Journal of Business and Psychology, 19(4), 429-459.
  • Tabachnick, B.G., & Fidell, L.S. (2013). Using multivariate statistics (6th ed.), Pearson Education. Tokgöz, E. (2020). Tüketicinin kin tutma eğiliminin pazardan geri çekilme niyeti üzerinde etkisi: tüketici sinizminin aracı ve düzenleyici rolü. Yönetim ve Ekonomi Araştırmaları Dergisi, 18(1), 36-58.
  • Tran, H. A., Strizhakova, Y., Usrey, B., & Johnson, S. (2021). Consumer cynicism in service failures. Psychology & Marketing, 1-14.
  • Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology, 71(2), 103-113.
  • Ward, J.C., & Ostrom, A.L. (2006) Complaining to the masses: the role of protest framing in customer-created complaint web sites. Journal of Consumer Research, 33, 220–230.
  • Webb, D.J., & Mohr, L.A. (1998). A typology of consumer responses to cause-related marketing: from skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
  • Yorgancı, B. (2020). E-Wom’un (ağızdan ağıza iletişim) tüketicilerin satın alma niyetlerine etkisi: Yiyecek içecek işletmeleri örneği. Journal of Tourism Research Institute, 1(2), 123-131.
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There are 57 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Research Article
Authors

Ahu Yazıcı Ayyıldız 0000-0002-1301-2428

Muhammed Baykal 0000-0002-7763-1949

Publication Date December 31, 2021
Submission Date November 14, 2021
Acceptance Date December 21, 2021
Published in Issue Year 2021

Cite

APA Yazıcı Ayyıldız, A., & Baykal, M. (2021). Otel işletmelerinde tüketici sinizminin satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlama niyetinin rolü. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(46-1), 1521-1535. https://doi.org/10.31795/baunsobed.1023377

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