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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

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

Kaynakça

  • Al M., A. M. and Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Applications, 82(9): 24-28.
  • Alexandrov, A., Lilly, B. and Babakus, E. (2013). The Effects of Social- And Self-Motives on The Intentions To Share Positive And Negative Word of Mouth. Journal of the Academy of Marketing Science, 41(5): 531- 546.
  • Anastasiei, B., and Dospinescu, N. (2019). Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence. Journal of Sustainability 11(3): 814-815.
  • Arndt, J. (1967a). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3): 291-295.
  • Bhandari, M., and Rodgers, S. (2018). What Does the Brand Say? Effects of Brand Feedback to Negative E-wom on Brand Trust and Purchase Intentions. International Journal of Advertising-The Review of Marketing Communications, 37(1): 127-129.
  • Bansal, H.S. and P. Voyer. (2000). Word-of-Mouth Processes Within A Services Purchase Decision Context. Journal of Service Research, 3(2): 166-77.
  • Beyari,H., and Ghouth, A. (2018). Customer Experience in Social Commerce Websites: Toward an Integrated Conceptual Framework. Journal of Management Research, 10(3): 54-56.
  • Bickart, B. and Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3): 31-40.
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  • Buttle, F.A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3): 241-254.
  • Bauer, H., Grether, M. and Leach, M. (2002), Building Customer Relations Over the Internet. Industrial Marketing Management; 31(2): 155-163.
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WHO IS ENGAGED IN E-WOM? ROLE OF E-LOYALTY, DEMOGRAPHICS, VISIT FREQUENCY AND PRODUCT CATEGORY

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

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

Kaynakça

  • Al M., A. M. and Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Applications, 82(9): 24-28.
  • Alexandrov, A., Lilly, B. and Babakus, E. (2013). The Effects of Social- And Self-Motives on The Intentions To Share Positive And Negative Word of Mouth. Journal of the Academy of Marketing Science, 41(5): 531- 546.
  • Anastasiei, B., and Dospinescu, N. (2019). Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence. Journal of Sustainability 11(3): 814-815.
  • Arndt, J. (1967a). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3): 291-295.
  • Bhandari, M., and Rodgers, S. (2018). What Does the Brand Say? Effects of Brand Feedback to Negative E-wom on Brand Trust and Purchase Intentions. International Journal of Advertising-The Review of Marketing Communications, 37(1): 127-129.
  • Bansal, H.S. and P. Voyer. (2000). Word-of-Mouth Processes Within A Services Purchase Decision Context. Journal of Service Research, 3(2): 166-77.
  • Beyari,H., and Ghouth, A. (2018). Customer Experience in Social Commerce Websites: Toward an Integrated Conceptual Framework. Journal of Management Research, 10(3): 54-56.
  • Bickart, B. and Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3): 31-40.
  • Bone, P.F. (1995). Word-of-Mouth Effects on Short-Term and Long-Term Product Judgment. Journal of Business Research, 32(3): 213-223.
  • Brown, Jacqueline J. and Reingen, Peter H. (1987). Social Ties and Word-of- Mouth Referral Behavior. Journal of Consumer Research, 14(3): 350- 362.
  • Brown, J.; Broderick, A. J. and Lee, N. (2007). Word of Mouth Communication Within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3): 2-20.
  • Buttle, F.A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3): 241-254.
  • Bauer, H., Grether, M. and Leach, M. (2002), Building Customer Relations Over the Internet. Industrial Marketing Management; 31(2): 155-163.
  • Blackshaw, P. and Nazzaro, M. (2006). Consumer-Generated Media (CGM) 101: Word-of-Mouth in the Age of the Web-Fortified Consumer. Nielsen Buzz Metrics, (http://www.nielsenonline.com/downloads/us/buzz/nbzm_wp_CGM101).
  • Bozbay, Z., Yaman, Y. and Özkan, E. (2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap Sektörü Üzerine Karşılaştırmalı Bir Araştırma. Journal of Transportation and Logistics, 1(1): 280-285.
  • Burmann, C. (2010). A Call for “User-Generated Branding. Journal of Brand Management. 18(1): 1-4.
  • Carl, W. J. (2006). What‘s All The Buzz About? Everyday Communication and The Relational Basis of Word-of-Mouth And Buzz Marketing Practices. Management Communication Quarterly, 19(4): 601-634.
  • Castells, M. (2000). Materials for an Exploratory Theory of the Network Society. British Journal of Sociology, 51(1): 5-24.
  • Charlett, D. and R. Garland. (1995). How Damaging is Negative Word-of-Mouth?, Marketing Bulletin, 6:May: 42-50.
  • Chen, Y., Liu, F., Fang, C.H. and Lin, T.M.Y. (2012). Understanding The Effectiveness of Word of Mouth: An Elasticity Perspective. Journal of Research in Interactive Marketing, 7(1): 57-77.
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  • Khan, M.M and Hasmi, H.B.A. (2016). Impact of Interactivity of Electronic Word of Mouth Systems and Website Quality on Customer E-Loyalty. Pakistan Journal of Commerce and Social Sciences, 10(3): 486-504.
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  • Kitapçi, O., Taştan, S., Dörtyol, İ.T., Ve Akdoğan, C. (2012). Ağızdan Ağıza Çevrimiçi İletişimin Otellerdeki Oda Satışlarına Etkisi Üzerine Bir Araştırma. Doğuş Üniversitesi Dergisi, 13 (2): 266-274.
  • Kozinets, Robert V. (1999). E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption. European Management Journal, 17(3): 252-264.
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  • Lang, A. (2006). Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages. The Journal of Communication, 56: 57-60.
  • Lee, S. Y. and Lee, S. (2016). The Influence of Masculinity And Femininity in Responses to Sex Appeal Advertising. Journal of Global Fashion Marketing. 7(4): 266-277.
  • Li, Y., Wang, X. and Yang, Z. (2011). The Effects of Corporate Brand Credibility, Perceived Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: Evidence from China’s Auto Industry. Journal of Global Marketing, 24(1): 58-68.
  • Litvin S.; Goldsmith R.E., and Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3): 458-468.
  • Marangoz, M. (2007). Ağızdan Ağıza İletişimin Müşterilerin Satın Alma Davranışlarına Etkileri: Cep Telefonu Pazarına Yönelik Bir Araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(2): 395-412.
  • Maisam, S. and Masha, R. (2016). Positive Word of Mouth Marketing: Explaining The Roles of Value Congruity And Brand Love. Journal of Competitiveness, 8: 19-37.
  • Mazzarol, T., Sweeney, J. and Soutar, G. (2007). Conceptualizing Word-of-Mouth Volume, Triggers and Conditions: An exploratory study. European Journal of Marketing, 41(11/12): 1475-1494.
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  • Park, D., and Kim, S. (2008). The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-Mouth via Online Consumer Reviews. Electronic Commerce Research and Applications, 7: 399-410.
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  • Park, J. H; Bin, G. and Hoon,Y. Lee. (2012). The Relationship Between Retailer- Hosted and Third-Party Hosted WOM Sources and Their Influence on Retailer Sales. Electronic Commerce Research and Applications, 11(3): 253-61.
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  • Wals, G., K.P.Gwinner and S.R.Swanson. (2004). What Makes Mavens Tick? Exploring the Motives of Market Mavens’ Initiation of Information Diffusion. Journal of Consumer Marketing, 21(2): 109-122.
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  • Wangenheim, F. V. and Bayon, T. (2004). The Effect of Word of Mouth on Services Switching: Measurement and Moderating Variables. European Journal of Marketing, 38: 1173-1185.
  • Yakın, V.(2011). İnternet Perakendeciliği ve Ağızdan Ağıza Pazarlama İlişkisi; Tuğla Duvarlar Yıkılabilir mi? Akademik Bakiş Dergisi. 27: 11-16.
  • Yang, J., Kim, W., Amblee, N. and Jeong, J. (2012). The Heterogeneous Effect of WOM on Product Sales: Why the Effect of WOM Valence is Mixed?. European Journal of Marketing, 46(11/12): 1523-1538.
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  • Zhao, Y. (2019). The Influence of Audience Involvement and Flow on Destination Image and Destination Attachment. A Thesis Presented to The University of Guelph-Guelph, Ontario, Canada, May: 18-19.
Toplam 103 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Research Article
Yazarlar

Sibel Aydoğan Bu kişi benim

Murat Aktan Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 12 Sayı: 24

Kaynak Göster

APA Aydoğan, S., & Aktan, M. (2019). WHO IS ENGAGED IN E-WOM? ROLE OF E-LOYALTY, DEMOGRAPHICS, VISIT FREQUENCY AND PRODUCT CATEGORY. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(24), 207-234.