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

Öz

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.

Anahtar Kelimeler

• EWOMM
• Online Purchase Intention
• Phubbing
• Social Media

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

Öz

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.

Anahtar Kelimeler

• EWOMM
• Çevrimiçi Satın Alma Niyeti
• Phubbing
• Sosyal Medya

Kaynakça

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