Meltem Yetkin Özbük, Eyyup Yaraş, Akif Şen

Online Yorumlardan Algılanan Faydanın İncelenmesi: Yorumun Faydalı Bulunma İhtimali ve Aldığı Faydalı Oy Sayısı

Bu çalışmada, bir yorumun faydalı oy alma ihtimali ile aldığı faydalı oy sayısı üzerinde etkili olan değişkenler incelenmiştir. Bu amaçla, online yorumun olumluluğu/olumsuzluğu, uzunluğu, internet sitesinde yayınlandığı süre ve yorumcunun uzmanlığı değişkenlerinin bir yorumun faydalı oy alma ihtimali ile aldığı faydalı oy sayısı üzerindeki etkileri araştırılmıştır. Booking.com adlı internet sitesinde yer alan İstanbul otellerini değerlendirmek amacıyla yazılmış 59.163 adet online yorum için eşik regresyonu analizi uygulanmıştır. Analiz sonuçlarına göre, bir online yorumun olumsuz içerikte, uzun ve güncel olması ile yorumcunun uzmanlığı, yorumun faydalı oy alma ihtimalini arttırırken; bir yorumun olumlu olması ve internet sitesinde uzun süre yayınlanması ile yorumcunun uzmanlığının az olması, o yorumun aldığı faydalı oy sayısını arttırmaktadır. Bu araştırma sonucunda, bir yorumun aldığı faydalı oy sayısı için yorum ve yorumcunun inandırıcılığının da önemli bir etken olduğu belirlenmiştir.

Anahtar Kelimeler:

Online Yorum, Algılanan Fayda, Eşik Regresyonu, Elektronik Ağızdan Ağıza İletişim, Hizmet Pazarlaması

Examination of the Online Reviews’ Perceived Helpfulness: The Review’s Possibility of Being Helpful and the Number of Helpful Votes Taken

In this study, the variables effective on the online review’s possibility of being helpful and the number of helpful votes that a review taken were examined. For this purpose, the effects of online review’s valence, length, the period that a review has been published on the website, and the expertise of a reviewer on the online review’s possibility of being helpful and the number of helpful votes that a review has taken were investigated. Hurdle regression was applied for 59,163 online reviews written to evaluate the Istanbul’s hotels and posted on Booking.com website. According to the results of the analysis, while negative, long, recent online reviews and online reviews written by expert reviewers have higher possibility of being helpful; positive, old reviews and the reviews written by nonexpert reviewers have higher number of helpful votes. As a result of this research, the review’s and reviewer’s credibility are also found to be as effective determinants of the number of helpful votes that a review has taken.

Keywords:

Online Review, Perceived Helpfulness, Hurdle Regression, Electronic Word of Mouth Communication, Service Marketing,

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Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2013
Yayıncı: İstanbul Üniversitesi Yayınevi

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