The Effect of Electronic Word of Mouth Marketing on Luxury Consumption Preference: A Research in the Tourism Sector*

Year 2025, Volume: 9 Issue: 1, 391 - 414, 25.02.2025

Kader Gülsever , İnci Erdoğan Tarakçı

Abstract

The purpose of the study is to define the impact of electronic word of mouth marketing on luxury consumption preference in accommodation establishment preference. Individuals aged 18 and older who have experienced in accommodation in the accommodation establishments constitute the population of the study. The research sample was determined by judgmental (deliberate, purposeful, decisional) sampling technique. In the study, data was collected from 427 people via online survey method. In addition to descriptive statistics, multiple deviant analysis, multiple normal distribution, reliability, factor analysis, simple linear regression and multiple regression analyses were performed on the data obtained. As a result of the study, it was defined that eWOM had a statistically significant effect on luxury consumption behaviour in accommodation establishment preference. With the regression analysis, it was revealed that the "Predisposition to Online Product Reviews" dimension, one of the eWOM sub-dimensions, does not have a significant effect on the "Luxury" dimension in the luxury consumption dimension, but has a important effect on the "status" dimension. Based on the findings, it was decuded that the "General Reliability" dimension, one of the eWOM sub-dimensions, has a significant effect on the "Luxury" and "Status" dimensions in the luxury consumption dimension.

Keywords

Electronic Word of Mouth Marketing, Luxury Consumption, Luxury Brand.

Supporting Institution

Mersin Üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu

Elektronik Ağızdan Ağıza Pazarlamanın Lüks Tüketim Tercihine Etkisi: Turizm Sektöründe Bir Araştırma

Abstract

Araştırmada konaklama işletmesi tercihinde elektronik ağızdan ağıza pazarlamanın lüks tüketim tercihine etkisini belirlemek amaçlanmıştır. Konaklama işletmelerinde konaklama deneyimi yaşamış 18 yaş ve üstü bireyler çalışma evrenini oluşturmaktadır. Araştırma örneklemi ise yargısal (kasıtlı, amaçlı, kararsal) örnekleme tekniğiyle belirlenmiştir. Araştırmada veriler çevrimiçi anket yöntemiyle 427 kişiden toplanmıştır. Elde edilen veriler üzerinde tanımlayıcı istatistiklerin yanı sıra, çoklu sapan analizi, çoklu normal dağılım, güvenilirlik, faktör analizi, basit doğrusal regresyon ve çoklu regresyon analizleri yapılmıştır. Araştırma sonucunda konaklama işletmesi tercihinde eWOM’un lüks tüketim davranışı üzerinde istatistiksel olarak anlamlı bir etkisi bulunduğu tespit edilmiştir. Yapılan regresyon analizi ile eWOM alt boyutlarından “Çevrimiçi Ürün İncelemelerine Yatkınlık” boyutunun lüks tüketim boyutunda yer alan “Lüks” boyutu üzerinde anlamlı bir etkiye sahip olmadığı ancak “statü” boyutu üzerinde anlamlı bir etkiye sahip olduğu saptanmıştır. Bulgulardan hareketle eWOM alt boyutlarından “Genel Güvenirlik” boyutunun lüks tüketim boyutunda yer alan “Lüks” ve “Statü” boyutları üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Keywords

Elektronik Ağızdan Ağıza Pazarlama, Lüks Tüketim, Lüks Marka

Ethical Statement

Lisansüstü öğrencisi Kader Gülsever'in "Elektronik Ağızdan Ağıza Pazarlamanın Lüks Tüketim Tercihine Etkisi: Turizm Sektöründe Bir Araştırma" adlı çalışması kurulumuz tarafından incelenmiş ve Etik yönden uygun bulunmuştur.

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