GTKM Kapsamında Akademisyenlerin Çevrimiçi Tatil Satın Alma Davranışlarında eWOM’un Etkisi

Amaç – Günümüz tüketim ve pazarlama dünyasında gerek tüketiciler gerekse şirketler açısından çevrimiçi yorumlar oldukça büyük öneme sahiptir. Dijital platformlarda yer alan çevrimiçi ağızdan ağıza pazarlama kaynakları tüketicilerin bir ürün veya hizmet tercihinde önemli bir rol oynamaktadır. Bu çalışmada, elektronik ağızdan ağıza iletişimin, internet üzerinden çevrimiçi tatil satın alma durumlarına ilişkin tutum ve davranışlara olan etkisinin araştırılması amaçlanmış ve bu doğrultuda bir model geliştirilmiştir. Yöntem – Elektronik Ağızdan Ağıza İletişimin (eWOM) etkisi, Güven ve İmaj dış değişkenleri de ele alınarak, Planlı Davranış Teorisi (PDT) ve Genişletilmiş Teknoloji Kabul Modeli (GTKM) kapsamında önerilen model Yapısal Eşitlik Modeli (YEM) yardımıyla açıklanmıştır. Üniversitelerde akademik kadroda görev yapan 329 çalışandan anket yöntemiyle toplanan verilere dayanarak model önerilmiştir. Ölçeğin güvenirlik ve geçerliliğinin testi için keşfedici ve doğrulayıcı faktör analizleri kullanılmıştır. Önerilen model YEM kullanılarak değerlendirilmiş ve bu kapsamda öne sürülen hipotezler test edilmiştir. Bulgular – Öne sürülen ana hipotez ve buna bağlı ondört alt hipotezden altısının desteklenmemesine rağmen, ele alınan modelin boyutları arasında anlamlı ilişkilerin varlığı ortaya koyulmuştur. Çalışma modeli sonucunda, güven ve elektronik ağızdan ağıza iletişimin akademisyenlerin çevrimiçi tatil satın alma davranışları üzerinde pozitif ve anlamlı etkisi olduğu görülmüştür. Tartışma – Araştırma elektronik ortamda tatil satın alma niyeti üzerinde etkili parametrelerin belirlenerek, pazarlama sektöründe özellikle turizm alanında, gerek firma gerekse tüketici rollerinin geliştirilmesi açısından önemlidir.

The Effect of eWOM on the Online Holiday Purchase Behaviors of Academics Within of ETAM

Purpose – Online comments are of great importance on the consumer and marketing world of the present century for both consumers and companies. The resources of electronic word-of-mouth (eWOM) marketing on digital platforms play an important role on the consumers' choice of a product or a service. In this study, it was aimed to investigate the effect of eWOM on attitudes and behaviors related to online holiday purchasing situations; therefore, a model was developed accordingly. Design/methodology/approach – The effect of eWOM is explained by means of the Structural Equation Model (SEM) built on the Planned Behavior Theory (PBT) and Extended Technology Acceptance Model (E-TAM). In this model, the external variables named Confidence and Image were taken into account. The proposed model was based on the data obtained from 329 employees of academic staff in universities. Exploratory and confirmatory factor analyses were used to test the reliability and validity of the scale. The offered model was evaluated by SEM, and the offered hypotheses were tested. Findings – Although the proposed main hypothesis and six of the fourteen sub-hypotheses were not supported, it was found that there are meaningful relationships between the dimensions of the model under consideration. As a result of the handled model, it was observed that trust and eWOM has a positive and significant effect on academicians' online holiday purchasing behaviors. Discussion – This study has importance to develop the roles of both consumers and companies on tourism marketing since it determines the effective parameters on the intention of online holiday purchasing.

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