Do Reviews for Same Product Differ for Consumers in Different Countries? An Example of Amazon Virtual Shopping Store

Year 2021, Volume: 12 Issue: 1, 53 - 75, 30.06.2021

Tayfun Şaan , Muhammet Ali Tiltay

https://doi.org/10.34231/iuyd.867969

Abstract

In this study, the differentiation of the comments made by consumers living in different countries about the product in Amazon virtual store has been examined. Comments that have been made at “www.amazon.com” virtual shopping store of Turkey, USA, United Kingdom, Canada and Australia were taken by using data scrapping program in order to analyze using qualitative content analysis method. As a result of the analysis, seven different themes have been found. These themes are; product feature, criticism and comment about the product, price, shipping and transportation, packaging, comparison, and seller. It has been determined that customers attach importance to the dimensions of the product such as price of the product, seller of the product, and shipping process, and that the consumers include their experiences and for whom they bought the product to their product reviews. At the end of the study, suggestions for the literature and practitioners were also presented.

Keywords

Online Shopping Websites, Digital Marketing, E-wom, Content Analysis

Farklı Ülkelerdeki Tüketicilerin Aynı Ürüne Yönelik Yorumları Farklılaşır mı? Amazon Sanal Alışveriş Mağazası Örneği

Abstract

Bu çalışmada, tüketicilerin Amazon sanal alışveriş mağazasındaki seçilen ürüne (Apple Airpods) yönelik yaptıkları yorumlar farklı ülkeler bağlamında incelenmiştir. Araştırma kapsamında incelenmek üzere Türkiye, ABD, Birleşik Krallık, Kanada ve Avustralya ülkelerinin "www.amazon.com" sanal alışveriş mağazasında yapılan tüketici yorumları veri kazıma programı ile alındıktan sonra nitel içerik analizi yöntemi kullanılarak analiz edilmiştir. Analiz sonucunda yedi farklı temaya ulaşılmıştır. Bunlar; ürün özelliği, ürüne yönelik eleştiri ve yorum, fiyat, kargo ve ulaşım, ambalaj, kıyaslama ve satıcıdır. Ulaşılan temalardan yola çıkarak, farklı ülkelerde yaşayan tüketicilerin; ürünün fiyatı, ürünün satıcısı ve kargo süreci boyutlarına önem verdikleri, tüketicilerin ürünün özelliği dışında ürünü kimin için aldıkları ve ürün ile ilgili tecrübelerini de yorumlarına ekledikleri tespit edilmiştir. Çalışma sonunda literatüre ve uygulamacılara yönelik öneriler de ayrıca sunulmuştur.

Keywords

Sanal Alışveriş Sİteleri, Dijital Pazarlama, Elektronik Ağızdan Ağıza Pazarlama, İçerik Analizi

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