Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi

Ağızdan ağıza iletişim tüketici davranışları üzerinde önemli bir rol oynamakta- dır. Günümüzde iletişim teknolojileri sayesinde, ürünler hakkındaki bilgi arayı- şı ve paylaşımı sadece yüz yüze değil, daha çok kişiye erişim imkânı sağlayan sanal topluluklar aracılığıyla da yapılmaktadır. Bu çalışmanın amacı, elektronik ağızdan ağza iletişimin öneminin daha iyi anlaşılmasını sağlamak ve tüketicilerin sanal topluluklarda markalara yönelik davranışlarını analiz etmektir. Bu doğrultu- da Donanım Haber Forum sitesi netnografi yöntemiyle incelenmiştir. Elde edi- len bulgular, sanal toplulukların markalar açısından büyük bir veri deposu niteli- ğinde olduğunu; tüketiciler açısından ise, satın alma karar süreçlerine büyük et- kisi olduğunu göstermiştir.

The Effect of Electronic Word of Mouth Communications on Consumer Purchase Decision

Word of mouth communication plays an important role in consumers behavior. Thanks to current technological advancements, the process of searching and sharing information about products is no longer only made face-to-face, but also via virtual communities where it is possible to reach much more people. The aim of this study is to provide a better understanding of the importance of elect- ronic word of mouth communication and to analyze the behaviors of consumers in these platforms about the brands. In this context Donanım Haber Forum was investigated by netnography method. Acquired findings indicate that virtual com- munities are huge data repositories for the brands smart enough to use them. On the other hand, for the consumers, the findings of this research show that vir- tual communities are heavily influencing consumers purchase decision process.

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