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Çevrim İçi Müşteri Yorumlarını Etkileyen Faktörler Üzerine Keşifsel Bir Çalışma: Trendyol Örneği

Year 2023, Volume: 23 Issue: 4, 1393 - 1414, 24.12.2023

Neslihan Paker , Berivan Kızılırmak

https://doi.org/10.18037/ausbd.1309934

Abstract

Elektronik ticaret hacminin her geçen gün artmasıyla birlikte, çevrim içi müşteri yorumları hem müşterilerin satın alma kararı üzerinde etkili bir bilgi kaynağı hem de elektronik ticaret hizmet sağlayıcılarının önemli bir tutundurma aracı olarak geliştirilmeye değer bir pazarlama unsuru hâline gelmiştir. Bu çalışmanın amacı; elektronik ticaret çevrim içi müşteri yorumlarında ağırlık kazanan faktörleri ortaya koymaktır. Araştırma keşifsel bir çalışma olup Trendyol e-ticaret sitesinde en çok satılan ve en yüksek puan alan sekiz çeşit bluetooth kulaklık ve yedi çeşit güneş kremine dair yapılan en yüksek ve en düşük puanlı çevrim içi yorumları içerik analizi yöntemiyle değerlendirilmiştir. Çalışmanın iki araştırmacısı, Maxqda yazılımı aracılığıyla yorumlardan elde edilen 1082 kodu bağımsız bir şekilde değerlendirmiş olup, kodlayıcılar arasındaki Cohen Kappa güvenilirlik katsayısı %89 olarak hesaplamıştır. Değerlendirmelerde tekrar edilme sıklıklarına göre sırasıyla ürün kalitesi, satıcıya güven, kargo lojistiği, algılanan değer ve satış promosyonu olmak üzere beş adet ana kod elde edilmiştir. Araştırma sonuçlarına göre; müşteri yorumlarında ürün kalitesi ağırlık kazanmakla birlikte, değerlendirmelerin %43’ü diğer faktörlere dayalı olarak yapılmıştır. Diğer faktörlerden, satıcıya güven olumsuz, kargo lojistiği ise olumlu yorumlarda ağırlık kazanmaktadır. Çalışma e-ticaret sitesi yöneticilerine ve site satıcılarına iyileştirme yapabilecekleri alanlarda öneriler sunmakta, elektronik ticaret yazınına katkılarda bulunmaktadır.

Keywords

Elektronik Ağızdan Ağıza (E-WOM) Pazarlama Çevrim İçi Müşteri Değerlendirmeleri Tüketici Davranışı E-ticaret

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An Exploratory Study on The Factors Affecting Online Customer Reviews: The Case of Trendyol

Year 2023, Volume: 23 Issue: 4, 1393 - 1414, 24.12.2023

Neslihan Paker , Berivan Kızılırmak

https://doi.org/10.18037/ausbd.1309934

Abstract

Online customer reviews have become a valuable marketing tool for electronic commerce service providers and an effective information source for customer purchase decisions with the growth of electronic commerce. The aim of this research is to discover the characteristics that influence electronic commerce online customer reviews. This research is an exploratory study, and the content analysis method was used to examine the top and lowest-rated online reviews of eight bluetooth headphones and seven sunscreens, which are the most-sold and highest-rated products on Trendyol's e-commerce site. After two researchers independently coded 1082 comments using Maxqda software, the Cohen Kappa reliability coefficient was calculated as 89%. Product quality, trust, cargo logistics, perceived value, and sales promotion were obtained based on their mentioned frequencies, respectively. According to the findings of the study, while product quality is important in customer feedback, 43% of the reviews were based on other aspects. Trust in the seller gains weight in negative reviews, whereas cargo logistics gains weight in favorable ones. The study provides suggestions to e-commerce site managers and site sellers in areas where they can make improvements and contribute to the electronic commerce literature.

Keywords

Electronic Word of Mouth (E-WOM) Marketing Online Customer Reviews Consumer Behavior E-Commerce

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Details

Primary Language Turkish
Subjects Digital Marketing, Service Marketing, Marketing Communications, Consumer Behaviour
Journal Section Articles
Authors

Neslihan Paker 0000-0001-8087-7758

Berivan Kızılırmak 0000-0003-1153-2873

Publication Date December 24, 2023
Submission Date June 5, 2023
Published in Issue Year 2023 Volume: 23 Issue: 4

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APA Paker, N., & Kızılırmak, B. (2023). Çevrim İçi Müşteri Yorumlarını Etkileyen Faktörler Üzerine Keşifsel Bir Çalışma: Trendyol Örneği. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 23(4), 1393-1414. https://doi.org/10.18037/ausbd.1309934
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