The research was conducted to evaluate the effect of customer satisfaction and commitment on electronic word-of-mouth (volume and valence). The universe of the research is the consumers who shop online. Within the scope of the research, "convenience sampling" method was applied among non-random samples. The number of samples was evaluated on the basis of the data in the 427 questionnaire forms. SPSS and AMOS statistical programs were used to test the hypotheses in the study. According to the analysis results, it was determined that customer satisfaction positively affects the volume and valence dimensions of electronic word-of-mouth. Similarly, it was determined that affective commitment positively affects the volume and valence dimensions of electronic word-of-mouth. Finally, whether high sacrifice commitment has an effect on the volume and valence dimensions of electronic word-of-mouth communication was tested by path analysis. The relationship between the variables was found to be statistically significant and a positive relationship was found between high sacrifice commitment and volume-valence. However, the hypotheses created within the scope of the study were not accepted because the hypotheses were determined that high sacrifice commitment had no effect on the volume and valence dimensions.
: 28 Ağustos 2020
|APA||Çavuşoğlu, S , Demirağ, B . (2021). MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME (YOĞUNLUK VE DEĞER BOYUTLARINA) OLAN ETKİSİNİN İNCELENMESİ . Elektronik Sosyal Bilimler Dergisi , 20 (78) , 688-704 . DOI: 10.17755/esosder.786996|