Do Reviews for Same Product Differ for Consumers in Different Countries? An Example of Amazon Virtual Shopping Store

Öz

In this study, the differentiation of the comments made by consumers living in different countries about the product in Amazon virtual store has been examined. Comments that have been made at “www.amazon.com” virtual shopping store of Turkey, USA, United Kingdom, Canada and Australia were taken by using data scrapping program in order to analyze using qualitative content analysis method. As a result of the analysis, seven different themes have been found. These themes are; product feature, criticism and comment about the product, price, shipping and transportation, packaging, comparison, and seller. It has been determined that customers attach importance to the dimensions of the product such as price of the product, seller of the product, and shipping process, and that the consumers include their experiences and for whom they bought the product to their product reviews. At the end of the study, suggestions for the literature and practitioners were also presented.

Anahtar Kelimeler

• Online Shopping Websites
• Digital Marketing
• E-wom
• Content Analysis

Farklı Ülkelerdeki Tüketicilerin Aynı Ürüne Yönelik Yorumları Farklılaşır mı? Amazon Sanal Alışveriş Mağazası Örneği

Öz

Bu çalışmada, tüketicilerin Amazon sanal alışveriş mağazasındaki seçilen ürüne (Apple Airpods) yönelik yaptıkları yorumlar farklı ülkeler bağlamında incelenmiştir. Araştırma kapsamında incelenmek üzere Türkiye, ABD, Birleşik Krallık, Kanada ve Avustralya ülkelerinin "www.amazon.com" sanal alışveriş mağazasında yapılan tüketici yorumları veri kazıma programı ile alındıktan sonra nitel içerik analizi yöntemi kullanılarak analiz edilmiştir. Analiz sonucunda yedi farklı temaya ulaşılmıştır. Bunlar; ürün özelliği, ürüne yönelik eleştiri ve yorum, fiyat, kargo ve ulaşım, ambalaj, kıyaslama ve satıcıdır. Ulaşılan temalardan yola çıkarak, farklı ülkelerde yaşayan tüketicilerin; ürünün fiyatı, ürünün satıcısı ve kargo süreci boyutlarına önem verdikleri, tüketicilerin ürünün özelliği dışında ürünü kimin için aldıkları ve ürün ile ilgili tecrübelerini de yorumlarına ekledikleri tespit edilmiştir. Çalışma sonunda literatüre ve uygulamacılara yönelik öneriler de ayrıca sunulmuştur.

Anahtar Kelimeler

• Sanal Alışveriş Sİteleri
• Dijital Pazarlama
• Elektronik Ağızdan Ağıza Pazarlama
• İçerik Analizi

Kaynakça

1. Ampuero, O., & Vila, N. (2006). Consumer Perceptions of Product Packaging. Journal of Consumer Marketing, 23(2), 100-112.
2. Anderson, A. R. (1998). Cultivating the Garden of Eden: Environmental Entrepreneuring. Journal of Organizational Change Management, 11(2), 135-144.
3. Akar, E. (2009). Pazarlama Bağlamında Geleneksel ve İnternette Ağızdan Ağıza İletişim: Kuramsal Bir Çerçeve. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32, 113-34.
4. Archak, N., Ghose, A., & Ipeirotis, P. G. (2011). Deriving the Pricing Power of Product Features by Mining Consumer Reviews. Management Science, 57(8), 1485-1509.
5. Baker, M. (1976). Marketing Theory and Practice. Palgrave Macmillan.
6. Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive Effects of Negative Publicity: When Negative Reviews Increase Sales. Marketing Science, 29(5), 815-827.
7. Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Internactive Marketing, 15(3), 31-40.
8. Bin, Q., Chen, S. J., & Sun, S. Q. (2003). Cultural Differences in E-Commerce: A Comparison between the U.S. and China. Journal of Global Information Management, 11, 48-55.

9. Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research, 50(1), 15-26.
10. Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-254.
11. Büschken, J., & Allenby, G. M. (2016). Sentence-Based Text Analysis for Customer Reviews. Marketing Science, 35(6), 831-998.
12. Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice. Pearson.
13. Chaffey, D., & Smith, P. (2013). Emarketing Excellence: Planning and Optimizing your Digital Marketing. Routledge.
14. Chen, C.-M., & Ann, B.-Y. (2014). Efficiencies vs. Importance-Performance Analysis for the Leading Smartphone Brands of Apple, Samsung and HTC. Total Quality Management and Business Excellence, 27(3), 1-23.
15. Chen, P., Dhanasobhon, S., & Smith, M. D. (2007). All Reviews Are Not Created Equal: The Disaggregate Impact of Reviews and Reviewers at Amazon.com. International Conference on Information Systems (ICIS).
16. Clow, K., & Baack, D. E. (2012). Integrated Advertising, Promotion and Marketing Communications: Global Edition. Pearson Education.
17. Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
18. Creswell, J. W., & Miller, D. L. (2000). Determining Validity in Qualitative Inquiry. Theory into Practice, 1-130.
19. Durmaz, A., & Yüksel, M. (2017). The Effect of Ewom on Purchase Intention: Evidence from E-Commerce Sites. The Journal of Faculty of Economics and Administrative Sciences, 22(1), 231-239.
20. Elo, S., & Kyngas, H. (2008). The Qualitative Content Analysis. Journal of Advanced Nursing, 62(1), 15-107.
21. Elwalda, A., & Lü, K. (2014). The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors. European Marketing. European Marketing Conference LCBR. Munich.
22. Erkan, İ., Elwalda, A., Rahman, M., Sap, S., & Doğan, S., (2017). Mobile Word of Mouth (MWOM) in Messaging Applications: An Integrative Framework of the Impact of MWOM communication. International Journal of Applied Business and Management Studies, 2(2), 55-67.
23. Erragcha, N., & Romdhane, R. (2014). New Faces of Marketing in the Era of The Web: From Marketing 1.0 to Marketing 3.0. Journal of Research in Marketing, 2(2), 138.
24. Evans, D. (2012). Social media marketing: An hour a day. Indianapolis: Wiley Publishing.
25. Forbes. (2020, 11 2). The World's Most Valuable Brands. Forbes: https://www.forbes.com/the-worlds-most-valuable-brands/#721df3b0119c adresinden alındı
26. GitHub ReviewCollector. (2020). “https://github.com/Senius/ReviewCollector” adresinden alındı
27. Goldfarb, A., & Tucker, C. (2011). Online Display Advertising: Targeting and Obtrusiveness. Marketing Science, 30(3), 389-404.
28. Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 2-14.
29. Gökaliler, E., Aybar, A. S. ve Gülay, G. (2011). Bir Statü Tüketimi Göstergesi Olarak iPhone Markalı Akıllı Telefon Algısı: Üniversite Öğrencileri Üzerine Bir Araştırma. Selçuk İletişim, 7(1), 36-48.
30. Gregori, N., Daniele, R., & Altinay, L. (2014). Affiliate Marketing in Tourism Determinants. Journal of Travel Research, 53(2), 196-210.
31. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumer To Articulate Themselves On The Internet? Journal of Interactive Marketing, 18(1), 38-52.
32. Hitt, M. (2000). The New Frontier: Transformation of Management for the New Millennium. Organizational Dynamics, 28(3), 7-17.
33. Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (1996). Strategic Management Competitiveness and Globalization. West Publishing Company.
34. Hodgetts, R. M., Luthans, F., & Slocum, J. W. (1999). Strategy and Hrm Initiatives for The '00 Environment. Organizational Dynamics.
35. Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Addison-Wesley.
36. Horng, D.-J., Lee, S.-H., & Lin, C.-L. (2011). The Effects of Online Reviews on Purchasing Intention: The Moderating Role of Need for Cognition. Social Behavior and Personality An International Journal, 39(1), 71-81.
37. Hu, N., Pavlou, P. A., & Zhang, J. (2008). Why Do Online Product Reviews Have a J-Shaped Distribution? Overcoming Biases in Online Word-of-Mouth Communication.
38. Kelly, L. (2007). Beyond Buzz: The Next Generation of Word-of-mouth Marketing, Amacom.
39. Kotler, P. (2004). Ten Deadly Marketing Sins: Signs and Solutions. Wiley.
40. Kotler, P., & Keller, K. L. (2012). Marketing Management. Pearson Education.
41. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. John Wiley & Sons.
42. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.
43. Krippendorff, K. (1980). Content Analysis: An Introduction to Its Methodology. Sage.
44. Lee, J., & Lee, J.-N. (2009). Understanding the Product Information Inference Process in Electronic Word-Of-Mouth: An Objectivity-Subjectivity Dichotomy Perspective. Information and Management, 46(5), 302-311.
45. Lee, T. Y., & Bradlow, E. T. (2011). Automated Marketing Research Using Online Customer Reviews. Journal of Marketing Research, 48(5), 881-894.
46. Li, X., & Hitt, L. (2008). Self Selection and Information Role of Online Product Reviews. Information Systems Research, 19(4), 456-474.
47. Lin, C. L., Lee, S.-H., & Horng, D.-J. (2011). The Effects of Online Reviews on Purchasing Intention: The Moderating Role of Need For Cognition. Social Behavior and Personality an International Journal, 39(1), 71-81.
48. Lincoln, Y., & Guba, E. (1985). Naturalistic Inquiry. California: Sage.
49. Löfgren, M., & Witell, L. (2005). Kano's Theory of Attractive Quality and Packaging. Quality Management Journal, 12(3), 7.
50. Merisavo, M. (2006). Effects of Digital Marketing Communication on Customer Loyalty. Helsinki: Helsinki School of Economics.
51. Mero, J., Töllinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and Social Media Marketing Usage in B2B Industrial Section. Marketing Management Journal, 22(2), 102-117.
52. Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. Management Information Systems Quarterly, 34(1), 185-200.
53. Nadaraja, R., & Yazdanifard, R. (2014). Social Media Marketing: Advantages and Disadvantages. Social Media Marketing.
54. Nunan, D., & Knox, S. (2011). Can Search Engine Advertising Help Access Rare Samples? International Journal of Market Research, 53(4), 523-540.
55. Obiedat, R. (2013). Impact of Online Consumer Reviews on Buying Intention of Consumers in UK: Need for Cognition as the Moderating Role. International Journal of Advanced Corporate Learning, 6(2), 16-21.
56. O'Leary, S., & Sheehan, K. (2008). Building Buzz to Beat the Big Boys: Word of Mouth Marketing for Small Businesses. Praeger.
57. Park, D. H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Unvolvement. International Journal of Electronic Commerce, 11(4), 125-148.
58. Philips, J., & Noble, S. (2007). Simply Captivating: Understanding Consumers’ Attitudes Toward the Cinema as an Advertising Medium. Journal of Advertising, 36(1), 81-94.
59. Ramos, A., & Cota, S. (2009). Search Engine Marketing. New York.
60. Rosen, S. (1974). Hedonic prices and implicit markets: Product differentiation in pure competition. The Journal of Political Economy, 82(1), 34-55.
61. Scaffidi, C., Bierhoff, K., Chang, E., Felker, M., Ng, H., & Jin, C. (2007). Red opal: Product-feature scoring from reviews. Proceedings of the 8th ACM conference on Electronic commerce, 11(15), 182–191.
62. Shenton, A. K. (2004). Strategies For Ensuring Trustworthiness in Qualitative. Education for Information, 22(2), 63-75.
63. Shimp, T. A. (2010). Integrated Marketing COmmunications in Advertising and Promotion. South-Western Cengage Learning.
64. Simmons, G. (2007). "i-Branding": Developing the Internet as a Branding Tool. Marketing Intelligence & Planning, 25(6), 544-562.
65. Statista. (2021). Most popular online retail websites worldwide in June 2020, by unique visitors. https://www.statista.com/statistics/274708/online-retail-and-auction-ranked-by-worldwide-audiences/ adresinden alındı
66. Statista. (2020, 11 1). Statista: https://www.statista.com/statistics/617136/digital-population-worldwide/ adresinden alındı
67. Statista. (2020, 11 1). https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide adresinden alındı
68. Stemler, S. (2001). An Overview of Content Analysis. Practical Assessment, Research & Evaluation, Vol 7, Article 17.
69. Tse, D. K., Nicosia, F. M., & Wilton, P. C. (1990). Consumer Satisfaction as a Process. Psychology & Marketing, 7(3), 177-193.
70. Tunçalp, O., & İrge, N. (2018). Turizm Pazarlamasında Çevrimiçi Sitelerindeki Müşteri Yorumları ve Puanlama Sisteminin Otel Satış Fiyat Tercihlerine Etkisi. Uluslararası Global Turizm Araştırmaları Dergisi, 2(1), 42-57.
71. TÜİK. (2020, Şubat 13). TÜİK. Bilgi Toplumu İstatistikleri: http://www.tuik.gov.tr/PreIstatistikTablo.do?istab_id=1615 adresinden alındı
72. Türk, Z. (2020). Pozitif ve Negatif Ağızdan Ağıza Pazarlamanın Marka Tercihi Üzerine Etkisi: Hazır Giyim Sektörüne Yönelik Bir Araştırma. Journal of Social Sciences of Mus Alparslan University, 8(2), 363-369.
73. Viot, C., & Bressolles, G. (2012). Intelligent Virtual Agents: What Are The Advantages For Customer Relationship? Decision Marketing, 65(65), 45-56.
74. Wei, C.-P., Chen, Y.-M., Yang, C.-S., & Yang, C. C. (2010). Understanding What Concerns Consumers: A Semantic Approach to Product Feature Extraction from Consumer Reviews. Information Systems and e-Business Management, 8(2), 149-167.
75. Yaylı, A., & Bayram, M. (2012). E-WOM: The Effects of Online Consumer Reviews on Purchasing Decisions. International Journal of Internet Marketing and Advertising, 7(1), 51-64.