THE EFFECT OF ONLINE REVIEWS ON CONSUMERS' ATTITUDE, RESTAURANT PREFERENCE, AND PURCHASE INTENTION

Öz

The aim of the present study was to investigate which type of comments, including those with both positive and negative tones, is more effective against online restaurant reviews with only positive tones. Subjects’ suspiciousness, attitude, persuasiveness, preference, and purchase intentions were measured for online consumer comments prepared in two different types. The data were collected from a total of 156 subjects selected via convenience sampling method and analyzed running dependent sample t-tests. The results revealed that the subjects were more suspicious of being exposed to positive/negative combined reviews. Also, positive online reviews were found to be more convincing. Attitude towards the restaurant where the comments were made, attitude towards the persuasiveness of the online reviews, restaurant preference, and purchase intention produced stronger results in the scenario where only positive comments were present. Only positive online reviews produced more positive attitudes, preferences, and purchase intentions compared with online reviews that included both positive and negative comments. The current study expands the existing knowledge by comparing consumer reactions with online comments in two groups of only positive comments and positive-negative comments together. Our findings invite practitioners to reconsider their online store reviews. Additionally, it can help practitioners who are influenced by online consumer reviews develop their professional strategies.

Anahtar Kelimeler

• E-wom
• Online Review
• Persuasion
• Attitude

TÜKETİCİLERİN TUTUM, LOKANTA TERCİHİ VE SATIN ALMA NİYETİ ÜZERİNDE ÇEVRİMİÇİ YORUMLARIN ETKİSİ

Öz

Bu çalışmanın amacı sadece olumlu tonda olan çevrimiçi lokanta yorumlarına karşı hem olumlu hem de olumsuz yorumların bir arada olduğu yorum türünden hangisinin daha etkin olduğunun araştırılmasıdır. İki farklı türde hazırlanan çevrimiçi tüketici yorumlarına yönelik olarak; deneklerin kuşku, tutum, ikna edicilik, lokantayı tercih ve satın alma niyetleri ölçülmüştür. Araştırmanın verileri kolayda örnekleme yöntemi ile araştırmaya katılan 156 denekten elde edilmiştir. Veriler bağımlı örneklem t testi ile analiz edilmiştir. Elde edilen sonuçlar, deneklerin sadece olumlu/olumsuz bir arada olan yorumlara karşı daha kuşku ile yaklaşmakta olduğunu ortaya çıkarmıştır. Olumlu çevrimiçi yorumlar daha inandırıcı bulunmuştur. Yorum yapılan lokantaya yönelik tutum, yorumların ikna ediciliğine karşı tutum, lokanta tercihi ve satın alma niyeti sadece olumlu yorumların yer aldığı senaryoda daha güçlü sonuçlar üretmiştir. Sadece olumlu tondaki yorumlar hem olumlu hem de olumsuz yorumların bir arada yer aldığı çevrimiçi yorumlar karşısında daha olumlu tutum, tercih ve satın alma niyeti bulunmuştur. Bu çalışma, çevrimiçi yorumlarına yönelik tüketici tepkilerini sadece olumlu yorumların olduğu durum ile olumlu/olumsuz yorumların birlikte yer aldığı durumu karşılaştıran, mevcut bulguları genişleten, bir araştırmadır. Bu çalışmanın sonuçları, uygulayıcılar için, çevrimiçi mağaza yorumları üzerinde tekrar düşünmelerini gerektirmektedir. İlave olarak, çevrimiçi tüketici yorumlarından etkilenen uygulayıcıların stratejilerini geliştirmesine yardımcı olabilir.

Anahtar Kelimeler

• E-wom
• Çevrimiçi Yorumlar
• İkna
• Tutum

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