ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM: TÜKETİCİ MOTİVASYONLARININ ANALİZİ

Yıl 2014, Sayı: 32, 13 - 25, 01.08.2014

Bayram Oğuz Aydın

Öz

Tüketiciler bir satın alma kararı vereceği zaman, kişilerarası etki ve ağızdan ağıza iletişim WOM en önemli bilgi kaynağı olarak ortaya çıkmaktadır. Günümüzde internet, tüketicilerin diğer tüketicilerden bilgi elde etmesini mümkün hale getirmiştir. İnternet aracılığıyla yayımlanan tüketici yorumları diğer birçok tüketici için ulaşılabilirdir. Bu yorumlar tüketicilerin başarılı ürün ve hizmet seçiminde önemli bir etkiye sahiptir. Bu aşamada çevrimiçi topluluklar, ürün veya hizmetler hakkında bilgi elde etme ve paylaşmaya olanak tanıyan bir kaynak olarak karşımıza çıkmaktadır.Turizm ürün ve hizmetleri deneyim ürünleri olduğundan, tüketicilerini öbür kaynaklara nispeten bilgi kaynağı olarak daha tecrübeli kişilere yönlendirmektedir. Turizm ürünlerinde tecrübe edilmeden değerlendirme yapmak imkânsızdır. Bu sebeple, tüketiciler diğerlerinin önerilerine güvenme ve ihtiyaç duyma eğilimi gösterirler. Turizm ürünü gibi deneme ürünlerine yönelik öneriler tüketiciler üzerinde oldukça etkilidir. Bu yüzden tüketici turizm hizmeti ya da ürünü satın alma kararı verirken kişiler arası etkileşim ve ağızdan ağıza iletişim WOM en önemli bilgi kaynağı olarak görülmektedir. Elektronik ağızdan ağıza iletişim eWOM tartışma forumları, bloglar, sosyal ağ siteleri ve fikir platformları gibi çeşitli internet kanalları vasıtasıyla yayılmaktadır. Bu kanallar vasıtasıyla tüketiciler, bir ürün veya hizmet hakkındaki yorumlarını, önerilerini ve şikâyetlerini bu platformlarda ifade edebilmektedirler.Elektronik ağızdan ağıza iletişime eWOM yönelik tüketici motivasyonları, eWOM ve WOM iletişiminin kavramsal yakınlıklarından dolayı, literatürde geleneksel WOM motivasyonları tarafından açıklanmaya çalışılmıştır. Yapılan bazı araştırmalar WOM iletişiminin çoğunlukla tüketicilerin tükettikleri ürün veya hizmetlerden beklediği tatmini sağlayamadığında ortaya çıktığını göstermiştir. Öte yandan bir başka grup araştırmacı ise olumlu WOM iletişiminin motivasyonları ile olumsuz WOM iletişimi motivasyonlarının birbirinden ayrıldığını vurgulamışlardır. Fakat yalnızca birkaç çalışma WOM davranışını, belirli güdülerle açıklamaya çalışmıştır. Bu araştırma Konya iline ziyarette bulunan yerli turistlerin katılımıyla gerçekleştirilmiştir. Çevrimiçi topluluklarda gerçekleşen elektronik ağızdan ağıza iletişim eWOM konusunu tüketici motivasyonları odağında analizni yapmak amacıyla gerçekleştirilen bu çalışmanın verileri yüz yüze görüşme tekniğiyle, 693 katıımcı üzerinde uygulanan soru formu ile toplanmıştır. Çalışmada elde edilen verilere uygulanan faktör analizi neticesinde, eWOM arama motivasyonları bilgi arama/sosyal oryantasyon, topluluk üyeliği ve mükafat; eWOM sağlama motivasyonları ise kendini geliştirme, sosyal fayda, platform yardımı ve olumsuz duyguların ortaya çıkışı olarak belirlenmiştir.

Anahtar Kelimeler

Ağızdan ağıza iletişim, Çevrimiçi topluluk, Elektronik ağızdan ağıza iletişim, eWOM, WOM.

Electronic Word-Of-Mouth: An Analysis Of Consumer Motivations

Öz

Interpersonal impact and Word of Mouth WOM are the most significant information source when people decide toconsume. Nowadays, internet makes gather information possible between customers. The consumers’ reviews are published via internet are available for other customers who need these comments. These reviews are undeniably beneficial for other customers’ successful product and service choices. In this respect, online communities are source which give way to gathering and sharing information between customers about product and services. Tourism industry guides their customers to experienced people instead of other information sources because tourism product and services are more depend on an experience. Evaluating to tourism products and services, people first need to experience such service or product. Therefore, customers need, trust and show tendency to other customers’ experience. Tourism products are such products people have to try it to have a deep knowledge. That is why interpersonal impact and Word of Mouth WOM are seen as primary information sources when people decide to purchase tourism product and services. Beside of Word of Mouth, Electronic Word of Mouth eWOM expands via forums, blogs, social network sites and idea platforms. Customers express their comments, complains and suggestions about product and services via such electronic communication channels. Customers’ motivations belong to eWOM are clarified by WOM motivations in the literature, because of their conceptual closeness. A number of studies indicate that WOM communication generally occurs when customers do not be satisfied with products or services they consume. On the other hand, a group of studies emphasize that positive WOM motivations and negative WOM motivations are separated by each other. Only few studies explain WOM with specific motivations. With the lights of the mentined above, this study generated with domestic tourist which have visited city of Konya. The data of the study have done with 693 individuals with survey by face to face interview technique. As a result of our study’s factor analysis, motivation of seeking eWOM which are information search and social orientation, community membership and remuneration and motivations of providing eWOM which are self-enhancement, social interest, platform assistance and venting negative feelings have been determined

Anahtar Kelimeler

Word of Mouth, Online communities, Electronic word of mouth, eWOM, WOM

Kaynakça

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