İndirim Perakendeciliği Müşterilerinin e-WOM Motivasyonlarının Netnografik İncelemesi

Yıl 2022, , 1 - 19, 25.03.2022

Mehmet Safa Çam

https://doi.org/10.29228/itamder.57493

Öz

Bu çalışma, indirim perakendeciliği müşterilerinin tüketici merkezli çevrimiçi bir sosyal topluluk aracılığıyla e-WOM iletişimine katılma motivasyonlarını keşfetmeyi amaçlamaktadır. Bu nedenle çalışmada nitel bir metodolojik yaklaşım benimsenmiştir. Satışa çıkması duyurulan ürünler de dahil olmak üzere indirimli perakendecilerin pazarlama çabalarına yönelik tüketici tepkilerini gözlemlemek ve olumsuz deneyimlerden kaynaklanan ve Facebook sayfalarına yansıyan müşteri şikayetlerini daha detaylı olarak anlamak için netnografik katılım esasına dayanan bir inceleme yapılmıştır. Daha önceki literatür bulgularından hareketle, indirimli perakendeciliğe özgü e-WOM motivasyonları örneklendirilerek üyelerin gönderileri ve görüşleri doğrultusunda yorumlanmıştır. Ayrıca mevcut tipolojiye ek olarak, bu çalışmaya özgü bir motivasyon detaylı olarak açıklanmaya çalışılmıştır. Araştırmanın sonuçları, indirimli perakendeciliği müşterilerinin özellikle olumsuz deneyimlerini paylaştıklarını ortaya koymuştur. Ayrıca tüketicilerin memnuniyetsizliğinin bazen daha derin bir tutumsal ve davranışsal boyuta evrildiği ve sinik bir inanca doğru genişlediği anlaşılmıştır. Bununla birlikte, kişisel imaj kaygısının da çevrimiçi toplulukta önemli bir motivasyon olarak öne çıktığı görülmüştür. Sonuç bölümünde, bulguların literatüre katkıları ve çalışmanın sınırlılıkları ele alımıştır.

Anahtar Kelimeler

İndirim Perakendeciliği, e-WOM, Netnografik Gözlem

A Netnographic Review of Customers' e-WOM Motivations Towards Discount Retailing in Türkiye

Öz

This study aims to explore which discount retailing experiences motivate customers to engage in e-WOM communication through an online consumer-oriented social community. A qualitative methodological approach was adopted to fulfill this need in this paper. A netnographic review was performed to observe the consumer responses to discount retailers' marketing efforts including upcoming products and to better understand customer complaints about unfavorable interactions on Facebook pages. Based on the previous literature findings, e-WOM motivations specific to discount retailing were exemplified and interpreted in line with the members' posts and views. Furthermore, a novel motivation has been introduced in addition to the existing typology. The results of the study revealed that discount retailing customers particularly share out their negative experiences. In addition, it has been understood that the dissatisfaction of consumers sometimes evolves into a deeper attitudinal and behavioral dimension and expands toward a cynical belief. In the conclusion section, the contributions of the findings to the literature and the limitations of the study were discussed.

Anahtar Kelimeler

Discount Retailers, e-WOM, Netnography

Kaynakça

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