E-WOM DAVRANIŞINI KİM SERGİLER? E-SADAKATİN, DEMOGRAFİKLERİN, ZİYARET SIKLIĞININ VE ÜRÜN KATEGORİSİNİN ROLÜ

Yıl 2019, Cilt: 12 Sayı: 24, 207 - 234, 01.12.2019

Sibel Aydoğan Murat Aktan

Öz

Tüketiciler, ister olumlu isterse de olumsuz olsun, satın alma sonrası deneyimlerini WOMAğızdan ağıza pazarlama paylaşma eğilimindedir. İnternet teknolojisiyle birlikte, WOM davranışı çevrimiçi platformlarda da yapılmaya başlamış eWom ve eWOM, oldukça etkili bir iletişim yolu haline gelmiştir. Bu çalışmanın temel amacı, eWOM davranışının öncüllerini ortaya koymaktır. Bu bağlamda, demografik özelliklere ek olarak, e-sadakat, e-perakendeci ziyaret sıklığı ile en çok satın alınan ürün gibi faktörler eWOM oluşumu açısından incelenmiştir. Internet ortamında yapılan kolayda örnekleme ile Ocak 2019 Şubat 2019 tarihleri arasında toplam 296 kişiye erişim sağlanmıştır. IBM SPSS 22 istatistik yazılımı kullanılmış ve çoklu regresyon modeli uygulanmıştır. Bağımsız değişkenler e-Wom davranışını ,42 değerindeki bir R2 değeri ile açıklamıştır. Araştırmada, 36-45 yaş grubundaki katılımcılarla karşılaştırıldığında, genç katılımcılarına WOM davranışını daha az oranda sergilediği gözlenmiştir. Internet ortamında, kitap ve CD ile elektronik ürün satın alan tüketicilerin, giyim eşyası alan tüketicilere kıyasla eWOM davranışını daha fazla bir oranda sergiledikleri görülmüştür. Son olarak, araştırma bulguları, çevrimiçi perakendecileri daha az ziyaret edenlerin daha az eWOM davranışı gösterdiğini ortaya koymuştur

Anahtar Kelimeler

Elektronik ağızdan ağıza iletişim, demografik özellikler, online satın alma, e-sadakat, e-perakendeci

WHO IS ENGAGED IN E-WOM? ROLE OF E-LOYALTY, DEMOGRAPHICS, VISIT FREQUENCY AND PRODUCT CATEGORY

Öz

Consumers tend to share their post-purchase experiences WOM- Words of Mouth with others regardless of whether the experiences are positive or negative. With the advancement of internet technology, WOM behavior has shifted to online platforms eWOM and eWOM has become an extremely effective way of communication. The main purpose of this study is to unveil the antecedents of eWOM behavior. In this respect, the role of e-loyalty in addition to demographics and other relevant factors such as e-retailer visit frequency and consumer’s mostly purchased product online in eWOM behavior was examined. A total of 296 individuals were accessed beginning from January 2019 to February 2019 through online convenience sampling. IBM SPSS 22 statistical software was used and multiple regression models was applied. The independent variables were able to explain the eWOM behavior with a R2value of.42. Compared to participants who belonged to 36-45 age group, younger participants were less likely engaged in eWOM behavior. Consumers who mostly purchased books, CDs, and electronic goods were more likely engaged in eWOM behavior, compared to consumers making apparel purchases online. Finally, findings also revealed that the less the consumers visited online e-retailers, the less these eWOM behaviors were displayed

Anahtar Kelimeler

Electronic word of mouth, demographics, online buying, e-loyalty, e-retailer

Kaynakça

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