Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi

Yıl 2015, Sayı: 609, 63 - 72, 01.11.2015

Belgin Bahar

Öz

Ağızdan ağıza iletişim tüketici davranışları üzerinde önemli bir rol oynamaktadır. Günümüzde iletişim teknolojileri sayesinde, ürünler hakkındaki bilgi arayışı ve paylaşımı sadece yüz yüze değil, daha çok kişiye erişim imkânı sağlayan sanal topluluklar aracılığıyla da yapılmaktadır. Bu çalışmanın amacı, elektronik ağızdan ağza iletişimin öneminin daha iyi anlaşılmasını sağlamak ve tüketicilerin sanal topluluklarda markalara yönelik davranışlarını analiz etmektir. Bu doğrultuda “Donanım Haber Forum” sitesi netnografi yöntemiyle incelenmiştir. Elde edilen bulgular, sanal toplulukların markalar açısından büyük bir veri deposu niteliğinde olduğunu; tüketiciler açısından ise, satın alma karar süreçlerine büyük etkisi olduğunu göstermiştir

Anahtar Kelimeler

Sanal topluluklar, elektronik ağızdan ağıza iletişim, netnografi

The Effect of Electronic Word of Mouth Communications on Consumer Purchase Decision

Öz

Word of mouth communication plays an important role in consumer’s behavior. Thanks to current technological advancements, the process of searching and sharing information about products is no longer only made face-to-face, but also via virtual communities – where it is possible to reach much more people. The aim of this study is to provide a better understanding of the importance of electronic word of mouth communication and to analyze the behaviors of consumers in these platforms about the brands. In this context “Donanım Haber Forum” was investigated by netnography method. Acquired findings indicate that virtual communities are huge data repositories for the brands smart enough to use them. On the other hand, for the consumers, the findings of this research show that virtual communities are heavily influencing consumers purchase decision process

Anahtar Kelimeler

Virtual community, eWOM, netnographie

Kaynakça

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