ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞLARININ SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: FACEBOOK ÖRNEĞİ

Yıl 2017, Cilt: 6 Sayı: 12, 127 - 144, 26.12.2017

İbrahim Topal , Sima Nart

Öz

Elektronik
ağızdan ağıza iletişim davranışı, internet teknolojilerinin gelişimiyle çeşitli
değişimlere uğramıştır. Tüketiciler, ürün veya hizmetler hakkında Web 1.0
döneminde yoğunlukla arama ve okuma gerçekleştirirken, Web 2.0 ve sosyal medya döneminde
çevrelerinden elde ettikleri görüşleri iletebilmekte ve kendi görüşlerini
sunabilmektedirler. Bu çalışmada, elektronik ağızdan ağıza iletişimin görüş
arama, görüş iletme ve görüş belirtme olarak üçe ayrılarak satın alma niyeti üzerine
etkisi incelenmiştir. Çalışma sosyal medyanın yoğun kullanıldığı Türkiye’de ve
en bilinen platform olan Facebook üzerinde yapılmıştır. Veriler, Facebook
kullanıcılarından online anket aracılığı ile ulaşılan 512 kişiden elde
edilmiştir. Tanımlayıcı istatistikler ile sektöre katkı sağlayabilecek
sonuçlara ulaşılmıştır. Faktör ve regresyon analizi yöntemi uygulanmıştır. Bulgular,
görüş arama ve görüş iletme boyutlarının satın alma niyeti üzerinde olumlu
yönde etkili olduğunu, görüş belirtmenin ise etkili olmadığını göstermiştir.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza İletişim, Satın Alma Niyeti, Görüş Arama, Görüş İletme, Görüş Belirtme, Facebook

THE EFFECT OF ELECTRONIC WORD-OF-MOUTH BEHAVIOR ON PURCHASE INTENTION: FACEBOOK EXAMPLE

Öz

Electronic word-of-mouth behavior has undergone various changes with the development of internet
technologies. Consumers are able to pass and give their opinions acquired their environment on Web 2.0 and
social media period while seeking and reading intensively in the Web 1.0 period about products or services. In
this study, the effect of electronic word-of-mouth on purchasing intention, frequently studied through a single
behavior, by dividing it into three behaviors; opinion seeking, opinion passing, and opinion giving. The study
was conducted in Turkey where social media is heavily used, and on Facebook the most popular platform. The
data was gathered from 512 users through an online questionnaire. Results that can contribute to the sector
have been achieved with descriptive statistics. Factor and regression analysis were used. Findings show that
opinion seeking and opinion passing affect the purchase intention the most, but opinion giving doesn’t.

Anahtar Kelimeler

Electronic Word of Mouth, Purchasing Intention, Opinion Seeking, Opinion Passing, Opinion Giving, Facebook

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