THE EFFECTS OF WORD-OF-MOUTH MESSAGE ON PURCHASE DECISION IN CREDENCE-BASED SERVICES

Yıl 2014, Sayı: 41, 0 - 0, 20.06.2015

Mustafa Dilber Lokman İncirkuş -

Öz

Consumer choice decisions in two credence-based services –maternity clinic and kindergarten- are examined in this study. The study aimed at revealing the extent to which consumer choices in these two areas are influenced by the experiences and communications of other consumers. In other words, it purports to measure the effects of personal communications on customers’ information search and purchase decision process. Secondly, the effectiveness of a scale developed to measure the role of active information search in credence-based services is investigated. Thirdly, perceptual homophily, between sender and receiver, and sender characteristics were added to the model in a unique construct.Lastly, this study subjected these two services, based on a judgmental study conducted for classifying services. For obtained data, exploratory factor analysis and reliability analysis were conducted. After that, for obtained constructs, confirmatory factor analysis was conducted and by the generated models hypotheses were tested by using structural equation modeling

Anahtar Kelimeler

Word-of-Mouth, Message characteristics, Interpersonal communications, Credence-based service

THE EFFECTS OF WORD-OF-MOUTH MESSAGE ON PURCHASE DECISION IN CREDENCE-BASED SERVICES

Öz

İki güvene dayalı hizmetin WOM çerçevesinde incelendiği bu çalışmada, müşterilerin doğum kliniği ve çocuk yuvası seçimi süreci konu edinilmiştir. Müşterilerin doğum kliniği ve çocuk yuvası seçiminin diğer müşterilerin deneyim ve aktarımlarından ne ölçüde etkilendiği ortaya konulmaya çalışılmıştır. Dolayısıyla, bir mesaj olarak elde edilen bilginin doğrudan bilgi edinme aktivitesine ve alışveriş kararına etkisini açıklamaya çalışmaktadır. İkinci olarak aktif bilgi arayışının rolü ile ilgili geliştirilmiş ölçeğin güvene dayalı hizmetlerdeki etkinliği gözlemlenmiştir. Üçüncü olarak mesaj veren ile alan arasındaki algısal benzerlik göndericinin özellikleri ile tek bir yapı içerisinde değerlendirilmiş ve modele dâhil edilmiştir. Dördüncü katkı, bu çalışma hizmetler arasında yargısal olarak yürütülen bir çalışmaya dayalı olarak seçilmiş iki güvene dayalı hizmete uygulanmıştır. Elde edilen verilere, ilk adımda sırasıyla açımlayıcı faktör ve güvenilirlik analizi yapılmıştır. Elde edilen yapılara doğrulayıcı faktör analizi uygulanmış ve her iki hizmet için elde edilen modeller yapısal eşitlik modeli kullanılarak analiz edilmiştir

Anahtar Kelimeler

-

Kaynakça

• Alba, W. J.,& Hutchinson, J. W. (1987). Dimensions of Consumer Expertise.Journal of Consumer Research, 13, 411-454.
• Bansal, S. H.,& Voyer, P. A. (2000). Word-of-Mouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166-177.
• Braunsberger, K. & Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12(1), 23-38.
• Brown, J., & Broderick, A. J., & Lee N. (2007). Word of Mouth Communication Within Online Communities Conceptualizing the Online Social Network.Journal of Interactive Marketing, 21(3), 2-20.
• Darby, R. M., & Karni, Edi. (1973). Free Competition and the Optimal Amount of Fraud.Journal of Law and Economics, 16(1), 67
• Duhan, D. R., & Jhonson, S. D., & Wilcox, J. B., & Harrell, G. D. (1997).Influences on Consumer Use of Word-of-Mouth
• Recommendation Sources.Journal of the Academy of Marketing Science, Volume 25(4),283-295. Flynn,L. R., & Goldsmith, R. E., &Eastman, J. K. (1996). Opinion Leaders and Opinion Seekers: Two New Measurement
• Scales.Journal of the Academy of Marketing Science, 24,(2), 137-147. Ford, T. G., & Smith,D. B., & John L. SWASY. (1988).An Empirical Test of the Search,
• Experience and Credence Attributes Framework.Advances in Consumer Research 15, 239- 244http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6817access 18.10.2012; 14:36
• Frenzen, J. K.,& Davis H. L. (1990). Purchasing Behavior in Embedded Markets.The Journal of Consumer Research, 17(1), 1
• Gatignon, H., & Robertson, T. S. (1986). An Exchange Theory Model of Interpersonal Communication. Advances in Consumer Research, 13, 534-538.
• Gilly, C. M., & Graham, J. L., & Wolfinbarger, M. F., & Yale, L. J. (1998). A Dyadic Study of Interpersonal Information
• Search.Journal of the Academy of Marketing Science, 26(2), 83-100. Goyette, I., & Ricard, L., & Bergeron, J., & Marticotte, F. (2010).e-WOM Scale: Word-of-Mouth Measurement Scale for e
• Services Context.Canadian Journal of Administrative Sciences, 27, 5–23, 2010
• Granovetter, M. S. (1973). The Strength of Weak Ties.American Journal of Sociology,78(6), 1360-1380.
• Hawkins, I. D., & BEST, R. J., & Kenneth A. CONEY. (1995). Consumer Behavior: Implication for Marketing Strategy. 6th edition, USA: Irwın.
• Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communicaiton Effectiveness.The Public Opinion Quarterly,15(4), 635-650
• Kelly, L. (2007). Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. New York: AMACOM.
• Krishnan, C. B., & Hartline, M. D. (2001). Brand equity: is it more important in services? Journal of Services Marketing,15(5), 328 – 342.
• Kotler, P., & Keller K. L. (2006). Marketing Management. 12th edition, New Jersey: Pearson Prentice Hall.
• Marsden, P. V., & Karen, E. C. (1984).Measuring Tie Strength.Social Forces, 63(2), 482-501.
• Mazzarol, T., & Sweeney, J. C., & Soutar, G. N. (2007).Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study.European Journal of Marketing, 41(11/12), 1475-1494.
• Mitchell, V., & McGoldrick, P. J. (1996). Consumers’ Risk Reduction Strategies: a review and synthesis.International Review of
• Retail, Distribution & Consumer Research, 6(1), 1-33. Mitra, K., & Reiss M. C., & Capella,L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services.The Journal of Services Marketing, 13(3), 208-228.
• Nelson, P. (1970).Information and Consumer Behavior.Journal of Political Economy, 78(2), 311-329.
• Pandit, A., & Karpen I. O., & Josaiassen, A. (2008). The Impact of Perceived Risk on Consumer Purchase Postponement.
• ANZMAC Marketing, 1-9.http://www.anzmac- 200org/_Proceedings/PDF/S05/Pandit%20Karpen%20&%20Josiassen_S3%20PS%20P5.pdfaccess 19.11.2011. Saturday
• Peter, J. P., & Olson J. C. (1993). Consumer Behavior and Marketing Strategy. Boston: Irwin Publishing.
• Reynolds, F. D., & Darden, W. R. (1971). Mutually Adaptive Effects of Interpersonal Communication.Journal of Marketing Research, 8, 449-454.
• Roselius, T. (1971).Consumer Rankings of Risk Reduction Method. Journal of Marketing. 35, 56-61.
• Schiffman, L. G., & Kanuk L. L. (2000). Consumer Behavior. 7th edition, New Jersey: Prentice Hall.
• Schmitt, P., & Skiera B., & Bulte C. V. (2011). Referral Programs and Customer Value.Journal of Marketing, 75, 46-59.
• Silverman, G. (2001). The secrets of word of mouth marketing. New York: AMACOM books.
• Sweeney, J. C.,&Soutar, G. N.,&Mazzarol T. (2008). Factors Influencing Word of Mouth Effectiveness: Receiver
• Perspectives.Europen Journal of Marketing, 42(3/4), 344-364. Wangenheim, V. F., & BAYON, T. (2004).The effect of Word of Mouth on Services Switching: Measurement and Moderating
• Variables.Europen Journal of Marketing, 38(9/10), 1173-1185.
• Wirtz, J., & Chew, P.(2002). The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth
• Behaviour. International Journal of Service Industry Management, 13(2), 141-162. Wu, P. C., & Wang Y. (2011).The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude.Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.