TURİZM SEKTÖRÜNDE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİ ETKİLEYEN FAKTÖRLERİN DEMOGRAFİK ÖZELLİKLER AÇISINDAN İNCELENMESİ: AKADEMİSYENLER ÜZERİNDE BİR UYGULAMA

Öz

Elektronik ağızdan ağıza iletişim (E-WOM), üretici ve satıcıdan bağımsız olarak ürün ya da hizmeti kullanan kişilerin sanal ortamda yapmış olduğu yorum ve görüşlere dayanan bir iletişim uygulamasıdır. Günümüzde tüketiciler ürün ya da hizmeti satın alma kararı verirken, bu ürün veya hizmeti daha önce kullanan diğer tüketicilerin görüş ve önerilerine önem vermekte ve elektronik ağızdan ağıza iletişimi önemli bir bilgi kaynağı olarak görmektedirler. Elektronik ağızdan ağıza iletişim, turizm sektöründe bağımsız ve objektif yorum ve değerlendirmeler içermesi nedeniyle tüketiciler tarafından daha güvenilir kabul edilmekte ve bundan dolayı turistik tüketicilerin satın alma karar sürecinde özellikle elektronik ağızdan ağıza iletişimden daha fazla etkilendikleri görülmektedir. Bu noktadan hareketle bu çalışmada elektronik ağızdan ağıza iletişimi etkileyen faktörlerin (kaynak güvenilirliği, kullanıcı deneyimi, kullanım yararı ve E-WOM etkisi) akademisyenlerin demografik özelliklerine göre farklılaşıp farklılaşmadığının turizm sektörü bağlamında araştırılması amaçlanmıştır. Araştırmanın verileri Kütahya Dumlupınar Üniversitesi ve Bilecik Şeyh Edebali Üniversitesinde görev yapan 329 akademisyenden anket yolu ile toplanmış ve istatistiksel yöntemler kullanılarak analiz edilmiştir. Yapılan analizler sonucunda E-WOM’u etkileyen faktörler ile akademisyenlerin cinsiyetleri, yaşları, medeni durumları ve çalışma süreleri arasında anlamlı bir farklılık bulunamamıştır. Bununla birlikte, ­E-WOM faktörleri ile akademisyenlerin daha önce çevrimiçi tatil ürünü satın alma durumları arasında anlamlı farklılıklar olduğu belirlenmiştir. 

Anahtar Kelimeler

• Elektronik ağızdan ağıza iletişim,Kaynak güvenilirliği,Kullanım yararı,Kullanıcı deneyimi,E-WOM etkisi

Demographic Investigation on the Factors Affecting Electronic Word of Mouth For the Tourism Sector: A Case Study For the Academicians

Öz

Electronic word of mouth (E-WOM) is the application of communication based on the comments made by the product or service users without dependence on sellers and producers. The consumers do care the remarks of the product or service users before making a decision on purchasing it. So, they accept E-WOM as an important information source. Since E-WOM includes objective and independent comments in the tourism sector, the consumers treat E-WOM as more trustable source. In this study, it is aimed to investigate whether the factors (source credibility, usage usefulness, usage experience, E-WOM effect) affecting E-WOM changes with the demographic characteristics of academicians or not. Data of the investigation were collected from the academicians working in Kutahya Dumlupinar and Bilecik Seyh Edebali Universities. For this aim, the technique of questionnaire was used on a number of 329 academicians. These collected data the were analyzed by the statistical methods. As conclusion, it was not determined any meaningful differences between the factors affecting E-WOM and gender, marital status, ages and working life of the academicians.  Beside this, it was determined that there are meaningful differences between E-WOM factors and the case of previously purchased and non-purchased online holiday by the academicians.  

Anahtar Kelimeler

• Electronic Word of Mouth,Source credibility,Usage usefulness,Usage experience,E-WOM effect,Tourism

Kaynakça

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