COVİD-19 PANDEMİSİNİN ÜRÜN DEĞERLENDİRMELERİ ÜZERİNDEKİ ETKİLERİ

COVİD-19 pandemisinin ekonomiye ve sağlığa dair yarattığı endişeler kişilerde olumsuz ruh haline neden olmaktadır. Pandemi sebebiyle artan olumsuz ruh halinin tüketici davranışlarını değiştirmesi ve tüketicilerin yazdıkları ürün değerlendirmelerini etkilemesi beklenmektedir. Bu araştırmanın amacı, pandeminin, internet platformlarında yer alan ürün değerlendirmeleri üzerindeki etkisini incelemektir. Türkiye’de faaliyet gösteren bir e-ticaret sitesinde yer alan 5812 ürün değerlendirmesi veri setine dahil edilmiş, sıralı lojistik regresyon ve probit regresyon modellerinden yararlanılarak ikincil veri analizi gerçekleştirilmiştir. Analiz sonuçlarına göre, normalleşme süreci sonrası dönemde yazılmış ürün değerlendirmeleri, pandemi öncesi dönemdekilere göre daha olumsuzdur. Yazılan ürün değerlendirmelerinin uzunluğu ürün türünden etkilenmektedir. Pandemi sürecinde yazılan ürün değerlendirmelerinin uzun olma olasılığı pandemi öncesi dönemde yazılanlara göre daha yüksektir. Elde edilen bulgular doğrultusunda, elektronik ağızdan ağıza iletişim literatürüne pandeminin etkisi tanıtılarak katkıda bulunulmuş ve pandemi döneminde olumsuz ürün değerlendirmelerinin azaltılmasına yönelik firmalara stratejiler önerilmiştir.

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