ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM (EWOM), WEB SİTESİ İTİBARI VE GÜVENİLİRLİĞİNİN, OTEL REZERVASYON SİTELERİNDEN REZERVASYON YAPMA NİYETİ ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Öz

Bu çalışmada, çevrimiçi otel rezervasyon sitelerini kullanan kişilerde, elektronik ağızdan ağıza iletişim (eWOM), web sitesi itibarı ve web sitesi güvenilirliğinin rezervasyon yapma niyeti üzerindeki etkisi incelenmiştir. Bu araştırmada amaçlanan, kişilerin otel rezervasyonu yapma kararında eWOM, web sitesi itibarı ve güvenilirliği unsurlarının önemini anlamak ve rezervasyon niyetine ne kadar etki ettiğini görmektir. Bu bağlamda çevrimiçi rezervasyon sitelerini kullanan 414 kişiye anket yoluyla ulaşılmıştır. eWOM’u ölçmek için bilgilendirici etki (bilgi kalitesi, kaynak güvenilirliği, bilgi miktarı), normatif etki (genel değerlendirme puanı, müşteri değerlendirme puanları) ve bilgiyi kavrama özellikleri baz alınmıştır. Rezervasyon niyetini ölçmek için Chang ve Chen (2008) tarafından kullanılan 3 soruluk skala kullanılmıştır. Web sitesi itibarı ve web sitesi güvenilirliğini ölçmek içinse Li’den (2014) yararlanılmıştır. Web sitesi itibarı için 4 soru, web sitesi güvenilirliği için 6 soru sorulmuştur. eWOM etkisi ise Filieri (2015) tarafından kullanılan ölçek adapte edilmiştir ve bu başlık altında bilgiyi kavrama değişkeni için 3 soru sorulmuştur. Bilgilendirici etki toplamda 11 sorudan, normatif etki değişkeni ise toplamda 8 sorudan elde edilmiştir. Tüm değişkenler 5’li Likert Sistemi ile ölçeklendirilmiştir. Araştırma sonuçlarına göre; bilgilendirici etkinin rezervasyon niyeti üzerinde etkisi bulunmazken, normatif etki, bilgiyi kavrama, web sitesi itibarı ve güvenilirliğinin, rezervasyon yapma niyetini pozitif yönde anlamlı olarak etkilediği kanıtlanmıştır.

Anahtar Kelimeler

• Elektronik Ağızdan Ağıza İletişim
• Web Sitesi İtibarı
• Web Sitesi Güvenilirliği
• Rezervasyon Niyeti
• Tüketici Yorumları

THE IMPACT OF ELECTRONIC WORD OF MOUTH (EWOM), WEB SITE REPUTATION AND CREDIBILITY ON BOOKING INTENTION VIA HOTEL BOOKING WEBSITES

Öz

In this study, we examined the effects of electronic word of mouth communication (eWOM), website reputation and website trust on the booking intention. Our aim in this research is to understand the importance of eWOM, website reputation and trust regarding consumer’s intention to book hotels online. In this context, we conducted an online survey and reached to 414 participants. In order to measure eWOM, informational influence (information quality, source credibility, information quantity), normative influence (overall product ratings, customer ratings) and information diagnosticity factors were analyzed. The scales were adapted from Chang and Chen (2008) for booking intention. Li (2014) was used to measure website reputation and website trust. 4 questions were asked for website reputation and 6 questions were asked for website trust. eWOM effect was adapted from Filieri (2015) and 3 questions were asked for the information diagnosticity. The informational influence was obtained from 11 questions in total, and normative influence from 8 questions in total. All variables measured through 5-point Likert scale According to the research results, while the informational influence has no effect on the booking behavior, normative influence, information diagnosticity, website reputation and website trust positively affect the booking intentions of consumers. 

Anahtar Kelimeler

• Electronic Word of Mouth
• Website Reputation
• Website Trust
• Booking Intention
• Customer Reviews

Kaynakça

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