Çevrimiçi Yorumdan Algılanan Fayda: Ürün Kullanım Süresinin ve Yorumun İnandırıcılığının Rolü

Ürün ve hizmetler hakkında çevrimiçi (online) yorum okuyanların, bu yorumların doğruluğu ve tarafsızlığına dair şüpheleri her geçen gün artmaktadır. Bu sebeple, tüketicilerin bu yorumlara inanmasını ve faydalı bulmasını sağlamak amacıyla firmalar, çevrimiçi yorum yazanlardan yorumun gerçekçi olduğuna dair ipuçları sunmalarını istemektedir. Bu ipuçlarından biri olan ürün kullanım süresinin çevrimiçi yorumda belirtilmesi mevcut araştırmada ele alınmıştır. Bu kapsamda, çevrimiçi yorumda ürün kullanım süresinin yer almasının, okuyucunun yorumdan algıladığı fayda üzerindeki etkileri, bu etkinin olumlu ve olumsuz yorumlar için nasıl farklılaştığı ve yorumun inandırıcılığının bu etkideki aracılık rolü incelenmiştir. Bu amaçla, üç ön-araştırma ile çevrimiçi yorumun manipülasyonu sağlanmış; sonrasında ise dört farklı senaryonun yer aldığı denekler arası faktöriyel tasarım modeli uygulanmıştır. Yapılan analizler sonucunda ürün kullanım süresinin çevrimiçi yorumda yer almasının yorumdan algılanan faydayı önemli ölçüde arttırdığı görülmüştür. Olumsuz çevrimiçi yorumlarda ürün kullanım süresinin belirtilmesi algılanan faydayı olumlu yorumlarda belirtilmesine göre daha az etkilemektedir. Ayrıca, ürün kullanım süresinin çevrimiçi yorumda belirtilmesi algılanan faydayı yorumun inandırıcılığı aracılıyla etkilemektedir.

Anahtar Kelimeler:

Çevrimiçi Yorum, Fayda, İnandırıcılık, Aracılık Analizi, Ürün Kullanım Süresi

Perceived Helpfulness of Online Review: The Role of Product Usage Period and Review’s Credibility

Consumers are increasingly suspicious of the accuracy and objectivity of online reviews of products and services. Therefore, to make the consumers to believe in the online reviews and to perceive online reviews useful, firms suggest their consumers provide clues while writing online reviews. One of these clues, stating the presence of product usage period in online reviews, is addressed in the current research. Thus, the effect of stating the product usage period on the perceived usefulness of online reviews; how this effect differs for positive and negative ones, and the mediating role of the review credibility in this relationship were examined. For this purpose, the online review was manipulated with three pre-studies; afterwards, a between-subjects factorial experimental design model was developed with four different scenarios. As a result of the analysis, it was observed that stating the product usage period in online review significantly increases the perceived usefulness. Stating the product usage period in negative online reviews is less effective on the perceived usefulness of online reviews than in positive online reviews. In addition, the presence of product usage period in online review affects perceived usefulness by affecting the credibility of online review.

Keywords:

Online Review, Helpfulness, Credibility, Mediation Analysis, Product Usage Period,

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