ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM: TÜKETİCİLERİN ELEKTRONİK PLATFORMLARDA YORUM YAZMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER

Bu çalışmanın amacı motivasyon faktörleri ile kültür faktörlerinin elektronik ağızdan ağıza iletişim davranışı üzerindeki etkilerinin araştırılmasıdır. Araştırma kapsamında 561 tüketiciye uygulanan elektronik anketten elde edilen araştırma verileri Cronbach Alfa Katsayısı Faktör Analizi ve Çoklu Regresyon Analizi ile test edilmiştir. Sonuç olarak; Motivasyon faktörlerinden tavsiye arama elektronik ağızdan ağıza iletişim davranışı üzerinde anlamlı bir etkiye sahip değilken; ekonomik teşvikler negatif yönlü bir etkiye sahiptir. Öte yandan firmaya yardım etme, diğer tüketicileri düşünme, kendini geliştirme, sosyal etkileşim faydaları ve olumsuz duyguları açığa vurma boyutlarında olumlu ilişkiler gözlenmiştir. Çalışmada ayrıca kültürel değerlerin elektronik ağızdan ağıza iletişim davranışı üzerindeki etkisi ortaya konulmaya çalışılmış ve belirsizlikten kaçınma ve erkekliğin sahip olduğu olumlu etkinin aksine bireycilik ve güç mesafesinin elektronik ağızdan ağıza iletişimde yorum yazma davranışı üzerinde negatif yönde bir etkiye sahip olduğu belirlenmiştir

ELECTRONIC WORD-OF-MOUTH: FACTORS AFFECTING CONSUMER REVIEW WRITING BEHAVIOUR AT ONLINE PLATFORMS

The aim of this study is to examine the effects of word of mouth motivations and culture on electronic word of mouth behaviour. Also this study focuses on the effects of cultural values on electronic word of mouth behaviour. The data is obtained from an electronic survey applied to 561 consumers and the research data was tested with Cronbach’s Alfa Method, Factor Analysis and Multiple Regression Analysis. The findings showed that Advice seeking has not an significant relationship with electronic word of mouth behaviour, economic incentives has negative relationship. In addition, help the company, self-enhancement, concern for other consumers, venting negative feelings and social interaction benefits has positive effects on electronic word of mouth behaviour. In this study also it is attempted to explain the effects of cultural values on electronic word of mouth behaviour and it is found that while uncertainty avodiance and masculinity have positive effects, individualism and power distance have negative effects on electronic word of mouth behaviour

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