Online Yorumlardan Algılanan Faydanın İncelenmesi: Yorumun Faydalı Bulunma İhtimali ve Aldığı Faydalı Oy Sayısı

Yıl 2017, Cilt: 46 Sayı: 2, 179 - 187, 01.11.2017

Meltem Yetkin Özbük Eyyup Yaraş Akif Şen

Öz

Bu çalışmada, bir yorumun faydalı oy alma
ihtimali ile aldığı faydalı oy sayısı üzerinde etkili olan değişkenler
incelenmiştir. Bu amaçla, online yorumun olumluluğu/olumsuzluğu, uzunluğu,
internet sitesinde yayınlandığı süre ve yorumcunun uzmanlığı değişkenlerinin
bir yorumun faydalı oy alma ihtimali ile aldığı faydalı oy sayısı üzerindeki
etkileri araştırılmıştır. Booking.com adlı internet sitesinde yer alan İstanbul
otellerini değerlendirmek amacıyla yazılmış 59.163 adet online yorum için eşik
regresyonu analizi uygulanmıştır. Analiz sonuçlarına göre, bir online yorumun
olumsuz içerikte, uzun ve güncel olması ile yorumcunun uzmanlığı, yorumun
faydalı oy alma ihtimalini arttırırken; bir yorumun olumlu olması ve internet
sitesinde uzun süre yayınlanması ile yorumcunun uzmanlığının az olması, o
yorumun aldığı faydalı oy sayısını arttırmaktadır. Bu araştırma sonucunda, bir
yorumun aldığı faydalı oy sayısı için yorum ve yorumcunun inandırıcılığının da
önemli bir etken olduğu belirlenmiştir.

Anahtar Kelimeler

Online Yorum, Algılanan Fayda, Eşik Regresyonu, Elektronik Ağızdan Ağıza İletişim, Hizmet Pazarlaması

Examination of the Online Reviews’ Perceived Helpfulness: The Review’s Possibility of Being Helpful and the Number of Helpful Votes Taken

Öz

In this study, the variables effective on
the online review’s possibility of being helpful and the number of helpful
votes that a review taken were examined. For this purpose, the effects of
online review’s valence, length, the period that a review has been published on
the website, and the expertise of a reviewer on the online review’s possibility
of being helpful and the number of helpful votes that a review has taken were
investigated. Hurdle regression was applied for 59,163 online reviews written to
evaluate the Istanbul’s hotels and posted on Booking.com website. According to
the results of the analysis, while negative, long, recent online reviews and
online reviews written by expert reviewers have higher possibility of being
helpful; positive, old reviews and the reviews written by nonexpert reviewers
have higher number of helpful votes.  As
a result of this research, the review’s and reviewer’s credibility are also
found to be as effective determinants of the number of helpful votes that a
review has taken.

Anahtar Kelimeler

Online Review, Perceived Helpfulness, Hurdle Regression, Electronic Word of Mouth Communication, Service Marketing

Kaynakça

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