Galatasaray Üniversitesi İletişim Dergisi 1305-2411 2548-124X Galatasaray University 10.16878/gsuilet.696855 L'effet du bouche à oreille électronique sur la fidélité à la marque grâce à la confiance dans la marque dans le cadre du modèle d'adoption de l'information: une recherche sur des consommateurs en ligne The Effect of Electronic Word of Mouth on Brand Loyalty through Brand Trust within the Scope of Information Adoption Model: A Research on Online Consumers Bilgi Benimseme Modeli Kapsamında Elektronik Ağızdan Ağıza Pazarlamanın Marka Güveni Aracılığı ile Marka Sadakatine Etkisi ve Çevrimiçi Tüketiciler Üzerine Bir Araştırma https://orcid.org/0000-0003-1210-1426 Erşen Dilara YEDİTEPE ÜNİVERSİTESİ https://orcid.org/0000-0003-1114-2672 Karabıyık Yerden Nevin MARMARA ÜNİVERSİTESİ https://orcid.org/0000-0002-1129-5145 Öztek Mehmet GALATASARAY ÜNİVERSİTESİ 06 27 2020 32 163 197 03 02 2020 06 17 2020 Copyright © 2004, Galatasaray University Journal of Communication 2004 Galatasaray University Journal of Communication

Les critères évalués lors de l'interprétation des informations reçues par les consommateurs varient d'une personne à l'autre. C’est pour cette raison que l'exhaustivité, la pertinence et l'utilité de l'information, ainsi que la fiabilité de la source et les dimensions de l'homophilie prennent de l'importance dans le marketing de bouche à oreille électronique (eWOM) qui est examiné selon le modèle d'adoption de l'information. Dans le cadre de eWOM, les critères de perception et d’adoption des avis clients sur les sites de vente et d’achat en ligne, influencent les attitudes des clients envers les marques. Au sein d’un marché hautement concurrentiel, les entreprises visent à se différencier de leurs concurrents en essayant d’instaurer une fidélité à la marque et une confiance enla marque. De ce fait, cette étude examine le rôle médiateur de la confiance en la marque dans la relation entre le eWOM et la fidélité à la marque. La recherche est réalisée par la technique de questionnaire qui fait partie des méthodes quantitatives. Le modèle de recherche fut testé empiriquement sur un échantillon de 401 personnes qui font des achats uniquement à partir des sites web de vente et d'achat en ligne. Au niveau des analyses, sont utilisés respectivement l’analyse de fiabilité, l’analyse factorielle, l’analyse de régression et un test Sobel sur les variables. Selon les analyses, il a été conclu qu’il y a une corrélation positive entre le eWOM et la fidélité à la marque; que la confiance en la marque joue un rôle de médiateur dans cette corrélation et que l'exhaustivité des informations, a une plus grande influence sur les variables par rapport aux autres dimensions de eWOM.

The criteria evaluated in the adoption of information vary from person to person. Therefore, in the electronic word of mouth (eWOM) concept which is examined by the information adoption model: information comprehensiveness, information relevance, information usefulness, source trustworthy, and homophily dimensions come into prominence. In this context, the perception and adoption criteria of customer reviews on online shopping sites, which are covered by eWOM, affect consumers’ brand attitudes. In a highly competitive market environment, organizations aim to stand out among competitors by creating brand loyalty and brand trust. In line with this information, in the study, the mediating role of brand trust in the relationship between eWOM and brand loyalty was researched. In this research, the questionnaire technique, one of the quantitative research methods, was used. The research model was tested empirically, using a sample of 401 respondents who does Internet shopping from solely online shopping websites. Respectively reliability analysis, factor analysis, regression analysis, and Sobel Test were applied to the variables in the research. According to the analyses, eWOM has a positive effect on brand loyalty through a brand trust has found. Additionally, it has found that information comprehensiveness, which is one of the dimensions of eWOM, has more effect on brand loyalty and brand trust than other dimensions.

Tüketicilere ulaşan bilgilerin yorumlanmasında değerlendirilen kriterler kişiden kişiye farklılık göstermektedir. Bu sebeple bilgi benimseme modeline göre incelenen elektronik ağızdan ağıza pazarlamada (EAAP), bilgi kapsamlılığı, bilgi ilgi düzeyi, bilgi kullanışlılığı, kaynak güvenilirliği ve kaynakla olan demografik benzerlik boyutları ön plana çıkmaktadır. EAAP’nin kapsamına giren çevrimiçi alışveriş sitelerindeki tüketici yorumlarının algılanma ve benimsenme kriterleri, tüketicilerin markalara karşı tutumlarını etkilemektedir. Rekabetin yoğun olduğu pazar ortamında işletmeler, marka sadakati ve marka güveni yaratarak rakiplerinden farklılaşmayı amaçlamaktadır. Dolayısıyla çalışmada, çevrimiçi alışveriş sitelerinde EAAP’nin marka sadakati ile ilişkisinde, marka güveninin aracı rolü incelenmektedir. Araştırmada, nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırma modeli, yalnızca çevrimiçi alışveriş sitelerinden alışveriş yapan 401 kişilik örneklem üzerinde test edilmiştir. Analiz kısmında değişkenlere sırasıyla güvenilirlik, faktör, regresyon analizi ve Sobel Testi uygulanmıştır. Yapılan analizler doğrultusunda EAAP ile marka sadakati arasında pozitif bir ilişkinin varlığına; bu ilişkide marka güveninin aracı etkiye sahip olduğuna ve bilgi kapsamlılığının diğer EAAP boyutlarına kıyasla, ana değişkenleri en yüksek oranda etkilediği sonucuna ulaşılmıştır.

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