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ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM: TÜKETİCİ MOTİVASYONLARININ ANALİZİ

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

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.

Kaynakça

  • Anderson, Eugene W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1, (1), 5-17.
  • Arndt, Johan (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • Bansal, Harvis S. and Peter A. Voyer (2000). Word-of-mouth processes within a services purchase decision context. Journal of Services Research, 3, 166-77.
  • Bickart, Barbara and Robert M. Schindler (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, (3), 31-40.
  • Brown, Jacqueline J. and Reingen, Peter H. (1987) Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, (3), 350–362.
  • Carl, Walter 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.
  • Chen, Yubo and Xie, Jinhong (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54, (3), 477-491.
  • Cheung, Mee-Shew, Anitsal, Meral M. and Anitsal, Ismet (2007). Revisiting word-of-mouth communications: a cross-national exploration. Journal of Marketing Theory and Practice, 15, (3), 235-249.
  • Dellarocas, Chrysanthos (2003). The Digitization of Word-of-Mouth: Promise and Challenge of Online Feedback Mechanisms. Management Science, 49, (10), 1407-1424.
  • Dhar, Ravi and Nowlis, Stephen M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25, (4), 369–384.
  • Dichter, Ernest (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44, (6), 147–166.
  • Duhan, Dale F., Johnson, Scott D., Wilcox, James B. ve Harrell, Gilbert D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25, (4), 283-295.
  • Engel, James F. , Blackwell, Roger D. and Miniard, Paul W. (1993). Consumer Behavior (7th Edition). Texas: Dreyden Press.
  • Faber, Ronald J., Lee, Mira and Nan, Xiaoli (2004). Advertising and the Consumer Information Environment Online. American Behavioral Scientist, 48, (4), 447-466.
  • File, Karen M. ,Cermak, Dianne S. and Prince, Russ A. (1994). Word-of-mouth effects in professional services buyer behavior. The Service Industries Journal, 14, (3), 301-314.
  • Fischer, Ellien, Bristor, Julia and Gainer, Brenda (1996). Creating or escaping community? An exploratory study of Internet consumers‘ behaviors. Advances in Consumer Research, 23, (1), 178–182.
  • Granitz, Neil A. and Ward, James C. (1996), Virtual community: a sociocognitive analysis. Advances in Consumer Research, 23, (2), 161-166.
  • Godes, David, Dina, Mayzlin, Yubo, Chen, Sanjiv, Das, Chrysanthos Dellarocas and Bruce, Pfeiffer (2005). The firm's management of social interactions. Marketing Letters, 16, (3/4), 415-428.
  • Goldsmith, Ronald E. and David Horowitz (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6, (2), 1-16.
  • Hagel, John (1999). Net gain: Expanding markets through virtual communities. Journal of Interactive Marketing, 13, (1), 55-65.
  • Hennig-Thurau, Thorsten and Walsh, Gianfranco (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8, (2), 51-74.
  • Hennig-Thurau, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), Electronic Word-Of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet? Journal of Interactive Marketing, 18, (1), 38-52.
  • Herr, Paul M., Frank, R. Kardes, and John, Kim (1991). Effects of Word-of-Mouth and Product- Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17, (4), 454-462.
  • Higie, Robin A., Feick, Lawrence F. and Price, Linda L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63, (3), 260-278.
  • Kardaras, Dimitris, Karakostas, Bill, and Papathanassiou, Eleutherios (2003). The potential of virtual communities in the insurance industry in the UK and Greece. International Journal of Information Management, 23, (1), 41-53.
  • Keller, Ed and Berry, Jon (2006). Word-of-mouth: The real action is offline. Advertising Age, 77, 20. http://adage.com/article/print-edition/word-mouth-real-action-offline/113584/, Erişim tarihi: 12.12.2013.
  • Korgaonkar, Pradeep K. and Lori, D. Wolin (1999). A multivariate analysis of web Usage. Journal of Advertising Research, 39, (2), 53-68.
  • Lin, Chin L., Lee, Sheng H. and Horng, Der J.. (2011). The effects of online reviews on purchasing intention: The moderating role of need for cognition. Social Behavior and Personality, 39, (1), 71-82.
  • McWilliam, Gil. (2000). Building stronger brands through online communities. Sloan Management Review, 41, (3), 43-54.
  • Negroponte, Nicholas and Pattie Maes (1996), Electronic Word of Mouth, Wired, http://www.wired.com/wired/archive/4.10/negroponte.html Erişim tarihi: 4.10.2013.
  • Oliver, Richard L. and Swan, John E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53, (2), 21-35.
  • Park, Do H., Lee, Jumin Han, Ingoo (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11, (4), 125-148.
  • Parker, Pamela (2005). Reach 'ad skippers' via online word-of-mouth. http://www.clickz.com/clickz/news/1710350/reach-ad-skippers-via-online-word-mouth, Erişim tarihi: 25.02.2014.
  • Parker, Betty J. and Richard E. Plank (2000). A uses and gratifications perspective on the internet as a new information source. American Business Review, 18, (2), 43- 49.
  • Papacharissi, Zizi and Alan, M. Rubin (2000). Predictors of internet use. Journal of Broadcasting & Electronic Media, 44, (2), 175-97.
  • Romm, Celia, Pliskin, Neva and Clarke, Rodney (1997). Virtual communities and society: Toward an integrative three phase model. International Journal of Information Management, 17, (4), 261-270.
  • Schiffman, Leon G. and Kanuk, Leslie L. (1987). Consumer Behaviour (3rd Edition). New Jersey: Prentice Hall International.
  • Silverman, George (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60, (7), 32-38.
  • Spears, Nancy (2001). Time pressure and information in sales promotion strategy: Conceptual framework and content analysis. Journal of Advertising, 30, (1), 67–76.
  • Sundaram, D.S., Mitra, K. & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25, 527-531.
  • Thorson, Kjerstin S. and Shelly Rodgers (2006). Relationships Between Blogs As eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6, (2), 39-50.
  • Ural, Ayhan ve Kılıç, İbrahim (2005). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay Yayıncılık.
  • Ward, James C. and Amy L. Ostrom (2002). Motives for posting negative word of mouth communications on the internet. Advances in Consumer Research, 29
  • Xue, Fei and Zhou, Peiqin (2011). The effects of product involvement and prior experience on Chinese consumers’ responses to online word of mouth. Journal of International Consumer Marketing, 23, 45-58.
  • Zaichkowsky, Judith L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, (3), 341-352.

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

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

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

Kaynakça

  • Anderson, Eugene W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1, (1), 5-17.
  • Arndt, Johan (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • Bansal, Harvis S. and Peter A. Voyer (2000). Word-of-mouth processes within a services purchase decision context. Journal of Services Research, 3, 166-77.
  • Bickart, Barbara and Robert M. Schindler (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, (3), 31-40.
  • Brown, Jacqueline J. and Reingen, Peter H. (1987) Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, (3), 350–362.
  • Carl, Walter 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.
  • Chen, Yubo and Xie, Jinhong (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54, (3), 477-491.
  • Cheung, Mee-Shew, Anitsal, Meral M. and Anitsal, Ismet (2007). Revisiting word-of-mouth communications: a cross-national exploration. Journal of Marketing Theory and Practice, 15, (3), 235-249.
  • Dellarocas, Chrysanthos (2003). The Digitization of Word-of-Mouth: Promise and Challenge of Online Feedback Mechanisms. Management Science, 49, (10), 1407-1424.
  • Dhar, Ravi and Nowlis, Stephen M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25, (4), 369–384.
  • Dichter, Ernest (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44, (6), 147–166.
  • Duhan, Dale F., Johnson, Scott D., Wilcox, James B. ve Harrell, Gilbert D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25, (4), 283-295.
  • Engel, James F. , Blackwell, Roger D. and Miniard, Paul W. (1993). Consumer Behavior (7th Edition). Texas: Dreyden Press.
  • Faber, Ronald J., Lee, Mira and Nan, Xiaoli (2004). Advertising and the Consumer Information Environment Online. American Behavioral Scientist, 48, (4), 447-466.
  • File, Karen M. ,Cermak, Dianne S. and Prince, Russ A. (1994). Word-of-mouth effects in professional services buyer behavior. The Service Industries Journal, 14, (3), 301-314.
  • Fischer, Ellien, Bristor, Julia and Gainer, Brenda (1996). Creating or escaping community? An exploratory study of Internet consumers‘ behaviors. Advances in Consumer Research, 23, (1), 178–182.
  • Granitz, Neil A. and Ward, James C. (1996), Virtual community: a sociocognitive analysis. Advances in Consumer Research, 23, (2), 161-166.
  • Godes, David, Dina, Mayzlin, Yubo, Chen, Sanjiv, Das, Chrysanthos Dellarocas and Bruce, Pfeiffer (2005). The firm's management of social interactions. Marketing Letters, 16, (3/4), 415-428.
  • Goldsmith, Ronald E. and David Horowitz (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6, (2), 1-16.
  • Hagel, John (1999). Net gain: Expanding markets through virtual communities. Journal of Interactive Marketing, 13, (1), 55-65.
  • Hennig-Thurau, Thorsten and Walsh, Gianfranco (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8, (2), 51-74.
  • Hennig-Thurau, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), Electronic Word-Of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet? Journal of Interactive Marketing, 18, (1), 38-52.
  • Herr, Paul M., Frank, R. Kardes, and John, Kim (1991). Effects of Word-of-Mouth and Product- Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17, (4), 454-462.
  • Higie, Robin A., Feick, Lawrence F. and Price, Linda L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63, (3), 260-278.
  • Kardaras, Dimitris, Karakostas, Bill, and Papathanassiou, Eleutherios (2003). The potential of virtual communities in the insurance industry in the UK and Greece. International Journal of Information Management, 23, (1), 41-53.
  • Keller, Ed and Berry, Jon (2006). Word-of-mouth: The real action is offline. Advertising Age, 77, 20. http://adage.com/article/print-edition/word-mouth-real-action-offline/113584/, Erişim tarihi: 12.12.2013.
  • Korgaonkar, Pradeep K. and Lori, D. Wolin (1999). A multivariate analysis of web Usage. Journal of Advertising Research, 39, (2), 53-68.
  • Lin, Chin L., Lee, Sheng H. and Horng, Der J.. (2011). The effects of online reviews on purchasing intention: The moderating role of need for cognition. Social Behavior and Personality, 39, (1), 71-82.
  • McWilliam, Gil. (2000). Building stronger brands through online communities. Sloan Management Review, 41, (3), 43-54.
  • Negroponte, Nicholas and Pattie Maes (1996), Electronic Word of Mouth, Wired, http://www.wired.com/wired/archive/4.10/negroponte.html Erişim tarihi: 4.10.2013.
  • Oliver, Richard L. and Swan, John E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53, (2), 21-35.
  • Park, Do H., Lee, Jumin Han, Ingoo (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11, (4), 125-148.
  • Parker, Pamela (2005). Reach 'ad skippers' via online word-of-mouth. http://www.clickz.com/clickz/news/1710350/reach-ad-skippers-via-online-word-mouth, Erişim tarihi: 25.02.2014.
  • Parker, Betty J. and Richard E. Plank (2000). A uses and gratifications perspective on the internet as a new information source. American Business Review, 18, (2), 43- 49.
  • Papacharissi, Zizi and Alan, M. Rubin (2000). Predictors of internet use. Journal of Broadcasting & Electronic Media, 44, (2), 175-97.
  • Romm, Celia, Pliskin, Neva and Clarke, Rodney (1997). Virtual communities and society: Toward an integrative three phase model. International Journal of Information Management, 17, (4), 261-270.
  • Schiffman, Leon G. and Kanuk, Leslie L. (1987). Consumer Behaviour (3rd Edition). New Jersey: Prentice Hall International.
  • Silverman, George (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60, (7), 32-38.
  • Spears, Nancy (2001). Time pressure and information in sales promotion strategy: Conceptual framework and content analysis. Journal of Advertising, 30, (1), 67–76.
  • Sundaram, D.S., Mitra, K. & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25, 527-531.
  • Thorson, Kjerstin S. and Shelly Rodgers (2006). Relationships Between Blogs As eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6, (2), 39-50.
  • Ural, Ayhan ve Kılıç, İbrahim (2005). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay Yayıncılık.
  • Ward, James C. and Amy L. Ostrom (2002). Motives for posting negative word of mouth communications on the internet. Advances in Consumer Research, 29
  • Xue, Fei and Zhou, Peiqin (2011). The effects of product involvement and prior experience on Chinese consumers’ responses to online word of mouth. Journal of International Consumer Marketing, 23, 45-58.
  • Zaichkowsky, Judith L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, (3), 341-352.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Bayram Oğuz Aydın Bu kişi benim

Yayımlanma Tarihi 1 Ağustos 2014
Yayımlandığı Sayı Yıl 2014 Sayı: 32

Kaynak Göster

APA Aydın, B. O. (2014). ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM: TÜKETİCİ MOTİVASYONLARININ ANALİZİ. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(32), 13-25.


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