THE MEDIATING ROLE OF TRUST TOWARDS E-WOM ON THE RELATIONSHIP BETWEEN BIG FIVE PERSONALITY CHARACTERISTICS AND INFLUENCE BY E-WOM

Öz

Abstract: Aim of this study is to investigate the mediating role of trust towards e-WOM on the relationship between big five personality characteristics (extraversion, agreeableness, emotional stability, conscientiousness, openness to experience) and influence by e-WOM in order to provide insight for the role of individual differences, one of which is a neglected domain in e-WOM studies. Results indicate that the relationships between agreeableness, conscientiousness and influence by e-WOM are fully mediated by trust towards e-WOM. Theoretical background, results, limitations and avenues for future research are discussed.

Keywords: Big five personality characteristics, trust towards e-WOM, influence by e-WOM 

Anahtar Kelimeler

• Big Five Personality Characteristics, Trust Towards E-WOM, Influence By E-WOM

THE MEDIATING ROLE OF TRUST TOWARDS E-WOM ON THE RELATIONSHIP BETWEEN BIG FIVE PERSONALITY CHARACTERISTICS AND INFLUENCE BY E-WOM

Öz

Bu çalışmanın amacı, büyük beş kişilik özellikleri olan dışadönüklük, duygusal denge, uyumluluk, özdisiplin, yeniliğe açıklığın e-WOM’a duyulan güven üzerinden e-WOM’dan etkilenmeye nasıl etki ettiğini incelemektir; böylece e-WOM alanında yapılan çalışmalarda ihmal edilen bireysel farklılıklar konusu ele alınmış olacaktır. Sonuçlar göstermektedir ki; uyumluluk ve özdisiplin kişilik özellikleri ile eWOM’dan etkilenme arasındaki ilişkilerde, eWOM’a güven tam aracılık rolü üstlenmektedir. Bu doğrultuda oluşturulan kavramsal çerçeve, bulgular, araştırmanın kısıtları ve gelecek çalışmalar için öneriler sunulmuştur

Anahtar Kelimeler

• Büyük Beş Kişilik Özellikleri, E-WOM ’a Güven, E-WOM’dan Etkilenme

Kaynakça

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