Effect Of Personal Motivation Factors On Negative Electronic Word-Of-Mouth Communication Intention

Year 2017, Volume: 6 Issue: 2, 1224 - 1246, 25.04.2017

Zübeyir Çelik , Behçet Yalın Özkara

Abstract

The influence of personal motives has thus far been
largely ignored in the marketing literature. By the same token, most of the
related studies focus on positive word-of-mouth communication; only few studies
address negative word-of-mouth communication. This study aims to fill this gap
by examining the impact of personal motives on negative word-of-mouth
communication. The analysis finds a significant correlation between negative
electronic word-of-mouth communication and the personal motives such as warning
other consumers, the benefits of social interaction and anxiety reduction.
Whereas, no correlation is found between negative electronic word-of-mouth
communication and personal motives such as concern of other, venting negative
emotions and revenge.

Keywords

Negative Electronic Word-of-Mouth Communication, Personal Motivation Factors, Marketing

Kişisel Motivasyon Faktörlerinin Olumsuz Elektronik Ağızdan Ağıza İletişim Yapma Niyeti Üzerindeki Etkisi

Abstract

Pazarlama literatürü incelendiğinde, tüketicileri
ürünlere ilişkin olarak elektronik ağızdan ağıza iletişime yönelten farklı
motivasyon kaynakları olduğu görülmektedir. Konuya ilişkin yapılmış çalışmalar
ilgili motivasyon kaynaklarının ekonomik teşvikler, tavsiye arama, kendini
geliştirme, firmaya yardım etme, olumlu duyguları ifade etme, güç uygulama
olduğuna ilişkin sonuçlara ulaşmışlardır. Ancak literatürde özellikle kişiye
özel motivasyon unsurlarının etkilerinin göz ardı edilmiş olduğu görülmektedir.
Aynı zamanda literatürdeki çalışmaların büyük bir çoğunluğu olumlu elektronik
ağızdan ağıza iletişim üzerinde yoğunlaşmışken, olumsuz ağızdan ağıza iletişime
yol açan unsurlara ilişkin oldukça az sayıda çalışma olduğu görülmektedir.
Çalışmamızda var olan bu boşluğu doldurma amacıyla kişisel motivasyon
faktörlerinin olumsuz elektronik ağızdan ağıza iletişim üzerinde olan etkileri
incelenmiştir. Araştırma kapsamında 228 tüketiciye uygulanan anketten elde
edilen araştırma verileri SPSS 18.0 paket programı kullanılarak analiz
edilmiştir. Araştırma sonuçlarına göre olumsuz elektronik ağızdan ağıza
iletişim ile diğer tüketicileri uyarma, sosyal etkileşim faydaları ve kaygı
azaltma olan kişisel motivasyon faktörleri arasında anlamlı bir ilişki olduğu
görülmüştür. Ancak olumsuz elektronik ağızdan ağıza iletişim ile diğer tüketicileri
düşünme, olumsuz duyguları açığa vurma ve intikam olan kişisel motivasyon
faktörleri arasında ise anlamlı bir ilişki tespit edilememiştir.

Keywords

: Olumsuz Elektronik Ağızdan Ağıza İletişim, Kişisel Motivasyon Faktörleri, Pazarlama

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