THE EFFECT OF EWOM ON PURCHASE INTENTION: EVIDENCE FROM E-COMMERCE SITES

Yıl 2017, Cilt: 22 Sayı: 1, 231 - 239, 30.01.2017

Ahmet Durmaz Durmaz Mehmet Yüksel

Öz

Everyday more companies prefer direct marketing with direct marketing channels, creating exclusive relationship between producer and consumer. Often this advantage comes with a risk/opportunity: electronic word of mouth (eWOM). Whether this cost can be turned into a profit or not, it falls to firms to pay proper heed to these words coming from communities. Those words are also the main concept of our study, showing the importance of eWOM on purchasing intentions. To accomplish this goal, an online research was done targeting the consumer population frequently uses leading e-commerce sites. An online survey applied to the target population in order to measure the antecedents of eWOM and its relationship between purchase intention. The results are greatly coherent with theoretical model and previous studies. According to results, consumers pay great attention to strength, rating and consistency of recommendations while evaluating the review credibility of the eWOM. Further, credible arguments regarding the products affect consumers’ purchasing intentions in positive way.

Anahtar Kelimeler

Electronic word of mouth, Credibility, Rating, Consistency, Argument Strength, Purchase Intention

AĞIZDAN AĞIZA İLETİŞİMİN SATIN ALMA NİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA

Öz

Her geçen gün daha fazla şirket doğrudan pazarlama araçlarını kullanarak doğrudan pazarlamayı tercih etmekte, tüketici ve üretici arasında özel ilişkiler kurmaktadır. Bu uygulama şirketlere çeşitli faydalar sağlarken, yönetilmesi gereken bir risk/fırsatı da beraberinde getirmektedir: Elektronik ağızdan ağıza iletişim (ewom). Bu risk/fırsatı kâra dönüştürülmesi, bu topluluklardan gelen cümlelere dikkat eden işletmelerin sorumluluğundadır. Bahsekonu kelimeler aynı zamanda çalışmamızın temelini oluşturmakta, ewom’un satın alma niyetindeki önemini göstermektir. Bu hedefi yakalayabilmek için, e-ticaret sitelerini sıkça kullanan hedef nüfüs üzerine online bir araştırma yapılmıştır. Ewom’un öncüllerini ve satınalma niyeti ile arasındaki ilişkiyi ölçmek için hedef nüfüsa online bir anket uygulanmıştır. Sonuçlar, konsept modelimizle ve önceki çalışmalarla büyük ölçüde uyumludur. Sonuçlara göre tüketiciler ewom’un itibarını değerlendirirken bahsekonu yorumların gücüne, değerlendirme notuna ve tutarlılığına büyük ölçüde dikkat etmektedir. Ayrıca tüketicilerin, itibarı olduğunu düşündükleri yorumlar tarafından, bahsekonu ürünler hakkındaki satın alma niyetlerinin müspet yönde etkilendiği tespit edilmiştir

Anahtar Kelimeler

Ağızdan Ağıza İletişim, Güvenilirlik, Derecelendirme, Tutarlılık, Argüman Gücü

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