Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi

Tüketiciler internette yer alan ürün değerlendirme forumları, tartışma grupları ve internet günceleri gibi platformlarda, lokasyon, sosyo-ekonomik durum ve kişisel ilişkilerden bağımsız olarak iletişim kurmaktadır. Sanal fikir platformlarının sayısındaki artışla beraber, tüketicilerin bir satın alma kararı öncesi sıklıkla bu platformlarda yer alan bilgileri araştırmaya başvurması eAAİ’in etkilerinin ne yönde olacağını araştırmayı gerektirmektedir. Bu çalışmada eAAİ motivlerinin tüketici satın alma ve iletişim davranışına etkisini belirlemeye yönelik kavramsal bir model geliştirilmiş ve Türkiye’de 1200 tüketici ile gerçekleştirilen saha çalışmasından elde edilen sonuçlara yer verilmiştir. Çalışma sonuçları tüketicilerin sanal platformlardan diğer tüketici yorumlarını okuma motivleri ve bu platformlardan elde edilen bilgilerin satın alma ve iletişim davranışını nasıl etkilediğine ilişkin bulgular sunmaktadır.

Anahtar Kelimeler:

Ağızdan Ağıza İletişim, Elektronik Ağızdan Ağıza İletişim, Sanal Birlikler

The Effect of Electronic Word of Mouth Motives on Consumer Buying and Communication Behavior

Consumers communicate with each other on the internet product review forums, discussion groups, and blogs regardless of personal relationships, location and socio-economic status. The increase in the number of virtual platforms and consumers seeking information from these platforms before buying decision, makes it necessary to investigate what will be the effects of eWOM on consumer buying and communication behavior. This study introduces a conceptual model of the effect of eWOM motives on consumer buying and communication behavior and reports key findings from a field study employed with 1200 Turkish consumers. According to the results of the study, the factors motivating consumers to search for eAAI information are “social orientation”, ‘system advantages ‘, ‘socially based product information”, “reducing search time”, ‘reducing purchasing risks” and “rewarding” motives.

Keywords:

Word of Mouth Electronic Word of Mouth, Virtual Communities, Social Media,

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