ÇEVRİMİÇİ TOPLULUKLARDA ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİN SOSYAL BELİRLEYİCİLERİ

Öz

Tüketiciler bir satın alma kararı vereceği zaman, kişilerarası etki ve ağızdan ağıza iletişim (WOM), en önemli bilgi kaynağı olarak ortaya çıkmaktadır. İnternetin gelişip yayılmasıyla kişiler arası ağlar çevrimiçi özellik kazanmıştır. Çevrimiçi topluluklar, ürün veya hizmetler hakkında bilgi elde etme ve paylaşmaya olanak tanıyan bir kaynak olarak görülmektedir. Sosyal belirleyiciler bu iletişim türü için önemli faktörler olarak karşımıza çıkmaktadır.Bu araştırmada, çevrimiçi topluluklarda gerçekleşen elektronik ağızdan ağıza iletişim (eWOM) konusunu belirleyiciler odağında incelemek amacıyla, Konya iline ziyarette bulunan yerli turistlerin katılımıyla bir çalışma yapılmıştır. Bu çalışmanın verileri yüz yüze görüşme tekniğiyle, 693 kişi üzerinde uygulanan soru formu ile toplanmıştır. Çalışma neticesinde, eWOM belirleyicileri bağ gücü/güven ve benzerlik olarak belirlenmiştir. Çalışma sırasında belirleyicilerin bazı sosyodemografik özelliklerin yanı sıra, çevrimiçi topluluk platformu kullanım özelliklerine göre de farklılaştığı tespit edilmiştir.

Anahtar Kelimeler

• Bağ Gücü, Benzerlik, Çevrimiçi Topluluk, Elektronik Ağızdan Ağıza İletişim, eWOM, Güven, WOM

SOCIAL DETERMINANTS OF ELECTRONIC WORD OF MOUTH IN ONLINE COMMUNITIES

Öz

Interpersonal influence and word-of-mouth (WOM) are ranked as the most important information source when a consumer is in making a purchase decision. These influences are especially important in tourism products which are intangible and difficult to evaluate prior to their consumption. With the development and diffusion of internet, interpersonal networks have gained online features. Online communities are information sources which give way to obtain and share information about products and services. Social determinants are significant factors for such communication type. In this study, we analyze the eWOM occurs in online communities and it’s social determinants. With the lights of these factors, we examine our study 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, social determinants of eWOM which are tie strength/trust and homopfily have been determined. İn process of study, we have identified the differentiation both determinants’ features and online communities using features.e

Anahtar Kelimeler

• Tie strength, homopfily, online communities, electronic word of mouth, eWOM, trust, WOM

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