SATIN ALMA ÖNCESİ AĞIZDAN AĞIZA TÜKETİCİ İLETİŞİMİ

Yıl 2020, Cilt: 1 Sayı: 2, 197 - 223, 30.09.2020

Ayşe Ersoy Yıldırım

Öz

Ürün çeşitlerindeki yoğunluk, tüketicilerin, isteğe bağlı harcanabilir gelirlerinin, kredi kartları ile finanse edilebilir olması, insanları daha fazla satın almaya yöneltmiştir. Ancak çoğu zaman, tüketicilerin, yüksek kalitedeki ürün veya hizmetten bile endişe duymaları ve emin olamamaları, ürünler hakkında olumlu, güvenilir ve dürüst bir değerlendirmeye ihtiyaç duymalarına sebep olmuştur. Günümüz tüketicileri, satın aldıkları ve satın almaya niyetli oldukları her şey hakkında daha dikkatli ve meraklı hale gelmişlerdir. Fiyata duyarlı tüketicilerin ucuzdan daha da ucuzunu bulabilme çabaları yanında ürün risklerinin şüphe oluşturacak biçimde yüzeye çıkmasıyla tüketicilerin farkındalık düzeyleri artmıştır. Bu artış, tüketicilerin, bilgi toplama ve paylaşma eğilimlerini de artırmıştır. Satın alma öncesi, bilgi toplama ve paylaşmaya konu olan ağızdan ağıza iletişim, tüketiciler arasındaki en önemli iletişim kaynağı olduğu gibi pazarlama faaliyetlerinde her zaman öne çıkan bir etkiye sahip olmuştur.
Bu çalışma ile tüketicilerin, ağızdan ağıza iletişim yoluyla satın alma öncesi, bilgi toplama ve paylaşma davranışlarının, demografik değişkenlere göre değerlendirilmesi amaçlanmıştır. Çalışmada belirli bir tüketici grubu yerine rastgele seçilmiş katılımcılara ait veriler kullanılmıştır. Tesadüfi örnekleme yöntemi ile araştırmada kullanılan veriler, 2019 yılında Malatya ili merkez ilçesinde yaşayan 322 haneden 864 hane halkı ile yüz yüze anket ile elde edilmiştir. Yapılan incelemeler sonucunda 447 anket formunun analizler için uygun olduğu belirlenmiştir. Araştırmada veri toplama aracı olarak “Satın alma öncesi ağızdan ağıza iletişim davranışlarını belirlemeye yönelik anket formu” kullanılmıştır. Araştırmadan elde edilen veriler SPSS (statistical package for social sciences) for Windows 22.0 programı kullanılarak analiz edilmiştir. Verilerin değerlendirilmesinde sayı, yüzde, ortalama, standart sapma, bağımsız gruplar t-testi, tek yönlü anova testi (posthoc=scheffe) kullanılmıştır. Ağızdan ağıza tüketici iletişimi ölçeğindeki 10 maddenin güvenirliğini hesaplamak için iç tutarlılık katsayısı olan “Cronbach Alpha” hesaplanmıştır. Ölçeğin genel güvenirliği alpha=0.827 olarak çok yüksek bulunmuştur. Ölçeğin yapı geçerliliğinin ortaya koymak için açıklayıcı (açımlayıcı) faktör analizi yöntemi uygulanmıştır. Yapılan Bartlett testi sonucunda (p=0.000<0.05) faktör analizine alınan değişkenler arasında ilişkinin olduğu bu çalışmada sunulmuştur.

Anahtar Kelimeler

Ağızdan Ağıza Pazarlama, Ağızdan Ağıza İletişim, Tüketici Davranışı, Tüketici İletişimi

WORD OF MOUTH CONSUMER COMMUNICATION IN PRE-PURCHASE

Öz

Density in product types and the fact that consumers’ discretionary disposable incomes being financed with credit cards has led people to buy more. But most of the time, consumers are concerned and unsure about even high- quality products or services. This has caused consumers to need a positive, reliable and honest assesment about the products. That’s why today’s consumers have become more careful and curious about everthing they buy and intend to buy. With consumers sensibility against the price to find cheaper than cheaper, consumers ' awareness levels have increased as product risks have surfaced in a form of doubt. This increment has also increased the tendency of consumers to gather and share information. Word-of-mouth communication has always had a featured influence in marketing activities. And word-of-mouth communication in pre-purchase is the most important source of communication between consumers that is subject to collection and sharing of information.
The aim of this study was to evaluate the word of mouth communication in pre- purchase behavior of consumers through gathering and sharing information according to demographic variables. Regarding this study, instead of a certain consumer groups, randomly selected participants data were used. The data of the research was obtained by random sampling method, face-to-face survey with 864 households from 322 households living in the central district of Malatya province. As a result of the examinations, it was determined that 447 questionnaire forms were suitable for the analyzes. In the research, "Questionnaire form for determining organic word of mouth communication behavior before purchasing" was used as data collection tool. The data obtained in the study are analyzed using SPSS (statistical package for social sciences) for Windows 22.0 program. In the evaluation of the data, number, percentage, mean, standard deviation, independent groups t-test, one-way anova test (posthoc = scheffe) were used. In order to calculate the reliability of 10 items in the shopping communication scale, the internal consistency coefficient "Cronbach Alpha" was calculated. The overall reliability of the scale was found to be very high as alpha = 0.827. Explanatory (exploratory) factor analysis method was applied to reveal the construct validity of the scale. As a result of the Barlett test (p = 0.000 <0.05), it has determined that there was a relationship between the variables included in factor analysis.

Anahtar Kelimeler

WOMM, WOM, Consumer Behaviour, Consumer Communication.

Kaynakça

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