Konaklama İşletmeleri Hakkında Yapılan Çevrimiçi Değerlendirmelerin Tüketici Tutum Kararsızlığındaki Rolü ve Satın Alma Niyeti Üzerine Etkisi

Tüketiciler günümüzde internetin kullanımına bağlı olarak, bir ürünü satın alma kararı vermeden önce en doğru seçimi yapmak, fikir sahibi olmak, riski en aza indirmek vb. nedenlerden dolayı o ürünü daha önce satın alan kişilerin deneyimlerini aktardıkları çevrimiçi değerlendirmelerden yararlanmaktadır. Çevrimiçi değerlendirmeler kullanımının yaygınlaşmasından dolayı içerik, etki, reklam gibi farklı birçok alanda araştırmaya konu olmuştur. Araştırmanın amacı ise, konaklama işletmeleri hakkında yapılan çevrimiçi değerlendirmelere yönelik algıların tüketici tutum kararsızlığındaki ve çevrimdışı kişilerarası bilgisel etkisindeki rolü ve satın alma niyeti üzerine etkisini belirlemektir. Araştırmada veri toplama tekniği olarak anket tekniği kullanılmıştır. Anket formu Türkçe ve İngilizce olarak çevrimiçi ortamda oluşturulmuş, İstanbul ilindeki seyahat acentaları aracılığıyla uygulanmış ve veriler elde edilmiştir. Elde edilen veriler istatistik paket programı yardımıyla analiz edilmiştir. Verilerin analizinde tanımlayıcı istatistikler verilerek, geçerlilik, güvenirlik, regresyon ve korelasyon analizleri yapılmıştır. Araştırmada sonuç olarak, çevrimiçi değerlendirmelerin tüketici tutum kararsızlığı üzerine etkisi olduğu; çevrimiçi değerlendirmeler ile satın alma niyeti ve çevrimdışı kişilerarası bilgisel etki arasında istatistiksel olarak anlamlı bir ilişki olduğu tespit edilmiştir.

The Role of Online Evaluations Made on Accommodation Businesses in Consumer Attitude Instability and the Effect on Purchase Intention

Today, depending on the use of the internet, consumers benefit from online evaluations in which people who previously bought a product convey their experiences, for reasons such as making the right choice, having an idea, minimizing risk, etc. before making a decision to purchase a product. Due to the widespread use of online evaluations, it has been the subject of research in many different areas such as content, impact and advertising. The aim of the study is to determine the role of perceptions online reviews about accommodation businesses in consumer attitude indecision and offline interpersonal informational influence and its effect on purchase intention. Questionnaire technique was used as data collection technique in the study. The questionnaire form was created online in Turkish and English, applied through travel agencies in Istanbul, and data were obtained from the questionnaires. The obtained data were analyzed with the help of statistical package program. In the analysis of the data, descriptive statistics were given and validity, reliability, regression and correlation analyzes were performed. As a result of the research, it was found that online reviews have an effect on consumer attitude indecision; It has been determined that there is a statistically significant relationship between online evaluations and purchase intention and offline interpersonal informational effect.

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