Negatif Online Tüketici Yorumlarının Satın Alma Niyeti Üzerindeki Etkisi: Bilgi İşleme Perspektifi

Öz

Bu çalışma, farklı risk türleri içeren negatif online tüketici yorumlarının, bilgi işleme perspektifinden, tüketicilerin ilgilenim düzeylerine bağlı olarak satın alma niyeti üzerindeki etkisini ortaya koymayı amaçlamaktadır. Bu deneysel çalışmada, negatif online tüketici yorumları içerdikleri risk türlerine göre manipüle edilmiş ve ilgilenim araştırmanın moderatör değişkeni olarak ele alınmıştır. Bu bağlamda katılımcılar, otomobiller hakkında finansal ve performans riskini konu alan negatif online tüketici yorumlarına maruz bırakılmıştır. Türkiye'den 337 katılımcıdan (148 kadın, 189 erkek) toplanan verilerle hiyerarşik regresyon analizi yapılmıştır. Hiyerarşik regresyon analizi sonuçları göstermektedir ki; katılımcılar performans ve finansal risk içeren negatif online yorumlara maruz kaldıklarında, söz konusu negatif online yorumlar katılımcıların satın alma niyetini olumsuz etkilemekte ve katılımcıların yüksek veya düşük ilgilenimi bu ilişkide ılımlaştırıcı bir rol oynamamaktadır. Hiyerarşik regresyon analizi sonuçları göstermektedir ki; katılımcılar performans ve finansal risk içeren negatif online yorumlara maruz kaldıklarında, söz konusu negatif online yorumlar katılımcıların satın alma niyetini olumsuz etkilemekte ve katılımcıların yüksek veya düşük ilgilenimi bu ilişkide ılımlaştırıcı (moderatör) bir rol oynamamaktadır. Çalışmada ayrıca araştırmanın bulguları ve gelecekte yapılacak araştırmalara yönelik öneriler tartışılmaktadır. Literatürdeki diğer çalışmalardan farklı olarak bu araştırma, otomobil sektöründeki finansal ve performans riski içeren negatif online tüketici yorumlarına odaklanmıştır.

Anahtar Kelimeler

• Performans Riski
• Finansal Risk
• İlgilenim
• Tüketici Davranışı
• Hiyerarşik Regresyon

The Effect of Negative Online Consumer Reviews on Purchase Intention: Information Processing View

Öz

The aim of this study is to reveal the impact of negative online consumer reviews, which involve different types of risks, on consumers' purchase intention, depending on their level of involvement from an information processing perspective. In this experimental study, negative online consumer reviews were manipulated according to the types of risk they contained, and involvement is considered as the moderator variable of the research. In this regard, participants were exposed to negative online reviews about cars that were associated with financial and performance risks. A hierarchical regression analysis was conducted based on data from 337 participants (148 women, 189 men) in Turkey. The results of the hierarchical regression analysis show that negative online reviews involving financial and performance risk have a negative effect on consumers' purchase intention when participants are exposed to the negative online reviews, and high or low involvement of participants has no moderating effect between negative online reviews and consumers’ purhase intention. Furthermore, the study discusses findings of the research and the directions for future research. Unlike other studies in the literature, this study focused on negative consumer reviews in the automobile sector includes financial and performance risk content.

Anahtar Kelimeler

• Performance Risk
• Financial Risk
• Involvement
• Consumer Behavior
• Hierarchical Regression

Kaynakça

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