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

Yıl 2023, Cilt: 2 Sayı: 2, 127 - 143, 31.12.2023

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.

Kaynakça

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

Yıl 2023, Cilt: 2 Sayı: 2, 127 - 143, 31.12.2023

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.

Etik Beyan

Ethics committee approval for this article was received by the decision of Istanbul Commerce University Rectorate dated 01.11.2023 and numbered E-65836846-044-302613.

Kaynakça

  • Ali, H. A., Farhad, G., & Nooshin, G. T. (2010). A study of the role of perceived risk and user characteristics in Internet purchase intention. World Academy of Science, 66, 43–47.
  • Arndt, J. (1967). Word of mouth advertising: A review of the literature. Advertising Research Foundation. Inc., New York.
  • Babić Rosario, A., de Valck, K. & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. J. of the Acad. Mark. Sci. 48, 422–448. https://doi.org/10.1007/s11747-019-00706-1
  • Basuroy, S., Chatterjee S., & Ravid SA. (2003). How Critical are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets. Journal of Marketing, 67(4), 103-117. Doi:10.1509/jmkg.67.4.103.18692
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  • Beatty, S. E., & Talpade, S. (1994). Adolescent influence in family decision making: A replication with extension. Journal of Consumer Research, 21(2), 332-341. http://dx.doi.org/10.1086/209401
  • Beneke J., de Sousa S., Mbuyu M., & Wickham B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, 26(2), 171-201. Doi: 10.1080/09593969.2015.1068828
  • Bickart, B., & Schindler, R.M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (3), 31-40.
  • Bloch, P.H., Daniel L. Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-126.
  • Bohlmann, Annette (2007). Multi-Channel-Retailing und Kaufbarrieren: wie Kunden Kaufrisiken wahrnehmen und überwinden. Lohmar: Eul-Verl.
  • Brown, A., Broderick J., & Lee N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. https://doi.org/10.1002/dir.20082.
  • Byrne, B. M. (2013). Structural Equation Modeling With Mplus: Basic Concepts, Applications, and Programming. Routledge.
  • Cacioppo, J.T., & Petty, R.E. (1984). The Elaboration Likelihood Model of Persuasion. in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT: Association for Consumer Research, Pages: 673-675.
  • Cahao, R-F., & Chen, H.F. (2016). The Effect of Product Involvement on the Relationship between Electronic Word-of-Mouth and Purchase Intention: The Cross-cultural Comparison between Taiwan and Mainland China. The Journal of Global Business Management, 12(1), 121-131.
  • Chaiken, S., & Eagly, A. H. (1976). Communication modality as a determinant of message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 34(4), 605–614. https://doi.org/10.1037/0022-3514.34.4.605
  • Cheung, CM, Lee MK., & Rabjohn N. (2008). The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Res, 18(3), 229–247.
  • Chang, E-C., & Tseng, Y-F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864-870.
  • Chatterjee, P. (2001). Online reviews: do consumers use them?, Advances in Consumer Research, 28(1), 129–133.
  • Chen, Z., & Lurie, NH. (2013). Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth. Journal of Marketing Research, 50(4), 463-476.
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  • Zhai, L., Yin, P., Li, C., Wang, J., & Yang, M. (2022). Investigating the effects of video-based e-word-of-mouth on consumers’purchase intention: The moderating role of involvement. Sustainability, 14, 9522. https://doi.org/10.3390/su14159522
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Toplam 99 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama, Pazarlama İletişimi, Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Ülfet İşçi Özalp Bu kişi benim 0000-0002-6429-5245

Hande Ayhan Gökcek 0000-0001-6349-3023

Yayımlanma Tarihi 31 Aralık 2023
Gönderilme Tarihi 23 Kasım 2023
Kabul Tarihi 30 Kasım 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 2 Sayı: 2

Kaynak Göster

APA İşçi Özalp, Ü., & Ayhan Gökcek, H. (2023). The Effect of Negative Online Consumer Reviews on Purchase Intention: Information Processing View. Turkish Journal of Marketing Research, 2(2), 127-143.