The Effect of Electronic Word of Mouth (e-WOM) on Consumers' Purchasing Intentions

Yıl 2022, Cilt: 24 Sayı: 42, 209 - 222, 27.06.2022

Leyla Gödekmerdan Önder

Öz

Electronic word of mouth (e-WOM), which has entered our lives as a result of the technological revolution in the world, is an important source of information for today's consumers and businesses. Consumers can shape their purchasing behavior in line with the information obtained with e-WOM. The aim of the study is to investigate the effects of electronic word-of- mouth communication on the consumers purchase intentions using Information Acceptance Model. For this purpose, an online questionnaire was applied to social media users aged 18 and over living in Ankara and the data obtained were analyzed with the SPSS 22 program. According to the results e-WOM information quality, credibility, needs of information and attitude toward information positively affect information usefulness. The usefulness of e-WOM information on social media affects the information adoption. Finally, it was determined the adoption of information and the attitude towards information positively affect the purchase intention.

Anahtar Kelimeler

e-WOM, Purchase Intention, Information Acceptance Model (IACM)

Elektronik Ağızdan Ağıza İletişimin (e-WOM) Tüketicilerin Satın Alma Niyetleri Üzerindeki Etkisi

Öz

Dünyada meydana gelen teknolojik devrimin bir sonucu olarak hayatımıza giren elektronik ağızdan ağıza iletişim (e-WOM), günümüz tüketicileri ve işletmeleri için önemli bir bilgi kaynağıdır. e-WOM ile elde edilen bilgiler doğrultusunda tüketiciler satın alma davranışlarını şekillendirebilmektedirler. Bu çalışmanın amacı bilgi kabul modelini kapsamında elektronik ağızdan ağıza iletişimin tüketicilerin satın alma niyetleri üzerindeki etkilerini belirlemektir. Bu amaç doğrultusunda Ankara’da yaşayan 18 yaş ve üstü sosyal medya kullanıcılarına online anket yapılmış ve elde edilen veriler SPSS 22 programı ile analiz edilmiştir. Elde edilen sonuçlara göre e-WOM bilgilerinin kalitesi, güvenirliliği, bilgi ihtiyacı ve bilgiye yönelik tutum bilginin kullanışlılığını pozitif yönde etkilemektedir. Sosyal medyada yer alan e-WOM bilgilerinin kullanışlılığı ise bilginin benimsenmesini etkilemektedir. Son olarak bilginin benimsenmesinin ve bilgiye yönelik tutumun satın alma niyetini pozitif yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

e-WOM, Satın Alma Niyeti, Bilgi Kabul Modeli (IACM)

Kaynakça

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