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

Yıl 2017, Cilt: 6 Sayı: 2, 1224 - 1246, 25.04.2017

Zübeyir Çelik , Behçet Yalın Özkara

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Aardenburg, A.-L. (2013). ‘’The Effect of Different Motives to Positive/Negative eWOM on The Expectations of A Webcare Response and Service Encounter Satisfaction’’, University of Amsterdam, Faculty of Economics and Business, Yüksek Lisans Tezi.
• Alicke, MarK, D. vd. (1992). Company Behaviour in Social Science. Interaction Personality and Psychology Buletin, C: 18, No: 3, ss. 286-292.
• Anderson, E.W. (1998). ‘’Customer Satisfaction and Word of Mouth’’, Journal of Service Research, C: 1, No: 1, ss. 5-17.
• Andreassen, T. W. ve Streukens, S. (2009). “Service Innovation and Electronic Word-of-Mouth: Is it Worth Listening to?”, Managing Service Quality, C:19,No: 3, ss. 249-265.
• Aydın, B. O. (2014). ‘’Elektronik Ağızdan Ağıza İletişim: Tüketici Motivasyonlarının Analizi’’, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, C: 32, No: 13, ss. 13-25.
• Balasubramanian S. ve Mahajan V. (2001). ‘’The Economic Leverage of The Virtual Community ‘’, International Journal of Electronic Commerce, C: 5, No: 3, ss. 103-138.
• Berger, J. (2014). ‘’Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research’’, Journal of Consumer Psychology, C: 24, No: 4, ss. 586-607.
• Bickart B. ve Schindler, R. M. (2001). ‘’Internet Forums As Influential Sources of Consumer Information’’, Journal of Interactive Marketing, Summer 2001: C:15, No: 3, ss. 31-40.
• Boo, S., ve Kim, J. (2013). ’’Comparison of Negative eWOM Intention: An Exploratory Study’’, Journal of Quality Assurance in Hospitality and Tourism, C: 14, No: 1, ss. 24-48.
• Buttle, F. A. (1998). ‘’Word of Mouth: Understanding and Managing Referral Marketing’’, Journal of Strategic Marketing, C: 6, No: 3, ss. 241–254.
• Büyüköztürk, Ş. (2010). Sosyal Bilimler için Veri Analizi El Kitabı, Pegem Akademi Yayıncılık, Ankara.
• Chatterjee, P. (2001). ‘’Online Reviews: Do Consumers Use Them?’’, in NA- Advances in Consumer Research, C: 28, ss. 129-134.
• Cheung, C. M. K. ve Thadani, D. R. (2010). ‘’The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis’’, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society, June 20- 23, 2010; Bled, Slovenia, ss. 329-345.
• Cheung, C. M. K. ve Lee, M. K. O. (2012). ‘’What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms’’, Decision Support Systems, C: 53, No: 1, ss. 218-225.
• Chevalier, J. A. ve Mayzlin, D. (2006). ‘’The Effect of Word of Mouth on Sales: Online Book Reviews’’, Journal of Marketing Research, C: 43, No: 3, ss. 345-354.
• Chung, J. Y. ve Kim, Y. G. (2015). ‘’A Netnographic Study of eWOM Motivations to Articulate Dining Experiences’’, Journal of Internet Commerce, C: 14, No: 4, ss.455-475.
• Çokluk, Ö. (2010), ‘’Lojistik Regresyon analizi: Kavram ve Uygulama. Kuram ve Uygulamada Eğitim Bilimleri’’, C: 10, No: 3, ss. 1357-1407.
• Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Pegem Akademi Yayıncılık, Ankara
• Davis, A. ve Khazanchi, D. (2008). ‘’An Empirical Study of Online Word of Mouth as a Predictor for Multi-product Category e-Commerce Sales’’, Journal Electronic Markets, C: 18, No: 2, ss. 130-141.
• Dellarocas, C. (2003). ‘’The Digitalization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms’’, Management Science, C: 49, No: 10, ss. 1407-1424.
• Dellarocas, C. ve Narayan, R. (2006). “What Motivates Consumers to Review Product Online? A Study of the Product-Specific Antecedents of Online Movie Reviews”, Statistical Science, C: 21, No: 2, ss. 277-285.
• Dichter, E. (1966). ‘’How Word-of-Mouth Advertising Works’’, Harvard Business Review, C: 44, (November/December), ss. 147–166.
• Dirksz, L. (2014). ‘’Expression of Electronic Word-of-Mouth (eWOM) Through Facebook and Opinion Platforms: The Role of eWOM Motivation on Consumers’ Channel Choice’’, Universiteit Van Amsterdam, Master Business Studies, 8/15/2014, ss. 1-59, Final Submission.
• Duan, W., Gu, B.ve Whinston A.B. (2008). ‘’Do Online Reviews Matter? An Empirical Investigation of Panel Data’’, Decision Support Systems, C: 45, No: 4, ss. 1007-1016.
• Engel, J. F., Blackwell, R. D., ve Miniard, P. W. (1993). Consumer Behavior. 8th ed. Fort Worth: Dryden Press.
• File, K. M., Judd, B. B., ve Prince, R. A. (1992). “Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals”, The Journal of Services Marketing, C: 6, No: 4, ss. 5-14.
• Fu, J.-R., Ju, P.-H. ve Hsu, C.-W. (2015). ‘’Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory’’, Electronic Commerce Research and Applications, C: 14, No: 6, ss. 616-630.
• George, D. ve Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, (10’a ed.) Boston: Pearson
• Gheorghe, I. R. (2012). ‘’ Word-of-Mouth Communication: A Theoretical Review’, ss. 132-139.
• Godes, D. ve Mayzlin, D. (2004). ‘’Using Online Conversations to Study Word of Mouth Communication’’, Marketing Science, C: 23, No: 4, ss. 545-560.
• Gruen. T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). ‘’eWOM: The impact of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty’’, Journal of Business Research, C: 59, No: 4, ss. 449-456.
• Havaldar, K.K. ve Dash, M. (2009). ‘’A Study on The Importance of Word-of-Mouth Communication to Business Buyers’’, Article (PDF Available) in SSRN Electronic Journal: https://ssrn.com/abstract=1934170
• Hennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler, D.D. (2004). ’’Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?’’, Journal of Interactive Marketing, C:18, No: 1, ss. 38-52.
• Huang, M., Cai, F., Tsang, A. S. ve Zhou, N. (2011). ’’Making Your Online Voice Loud: The Critical Role of WOM Information’’, European Journal of Marketing, C: 45, No: 7/8, ss. 1277-1297.
• Karagöz, Y. ve Kösterelioğlu, İ. (2008). “İletişim Becerileri Değerlendirme Ölçeğinin Faktör Analizi Metodu ile Geliştirilmesi”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, No: 21, ss. 81-98.
• Katz E., Lazarfeld, P. F. (1955). Personal Influence. Glencoe, IL’ Free Press; 1955
• Kaya, M.F. (2013). ‘’Sürdürülebilir Kalkınmaya Yönelik Tutum Ölçeği Geliştirme Çalışması’’, Marmara Coğrafya Dergisi, C: 28, ss. 175-193.
• Kayış, A. (2005). Parametrik Hipotez Testler, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Editör: Kalaycı, Ş. (Ankara: Asil Yayın Dağıtım Ltd.Şti.), ss.403-419.
• Lee, J., Park, D.-H. ve Han, I. (2008). ‘’The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View’’, Electronic Commerce Research and Applications, C: 7, No: 3, ss. 341-352.
• Mahajan, V., Muller, E. ve Kerin, R. A. (1984). ‘’Introduction Strategy for New Products with Positive and Negative Word-of-Mouth’’, Management Science, C: 30, No: 12, ss. 1389-1404.
• Maxham, J. G. ve Netemeyer, R. G. (2002). ‘’Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent’’, Journal of Retailing, C: 78, No: 4, ss.239-252.
• Menard, S. (1995). Applied Logistic Regression Analysis. Thousand Oaks, CA: Sage.
• Myers, R. H. (1990). Classical and Modern Regression with Applications, Edition: 2nd ed, Boston, MA: Duxbury, http://lib.ugent.be/catalog/rug01:000851135
• Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill. PewInternet.
• Pallant, J. (2010). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM SPSS, 4th edition, SPSS Inc., Chicago, USA.
• Park, D.H. ve Kim, S. (2008). ‘’The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-Mouth Via Online Consumer Reviews’’, Electronic Commerce Research and Applications, C: 7, No: 4, ss. 399-410.
• Park, C. ve Lee, T. M. (2009). ‘’Information Direction, Website Reputation and eWOM Effect: Amoderating Role of Product Type’’, Journal of Business Research, C: 62, No: 1, ss. 61-67.
• Radoslavova Todorova, M. (2012). ‘’The Valence of Electronic Word-of-Mouth (eWOM) and Choice of Online Opinion Platform: What Role Do Motivations to Engage in Positive and Negative WOM Play in Consumers’ Platform Choice’’, Copenhagen Business School, Yüksek Lisans Tezi.
• Rafiee, V. B. ve Shen, K. N. (2016). " The İmpact of Corporate Response Strategies to Negative Online Word of Mouth on Complainers’ Brand Attitude ", PACIS 2016 Proceedings.
• Rimé, B. (2009). ‘’Emotion Elicits The Social Sharing of Emotion: Theory and Empirical Review’’, Emotion Review, C: 1, No: 1, ss. 60-85.
• Sarıışık, M. ve Özbay, G. (2012). ‘’Elektronik Ağızdan Ağıza İletişim ve Turizm Endüstrisindeki Uygulamalara İlişkin Bir Yazın İncelemesi’’, Uluslararası Yönetim İktisat ve İşletme Dergisi, C: 8, No: 16, ss. 1-22.
• Schindler, R. M. ve Bickart, B. (2005). “Published Word of Mouth: Referable, Consumer-Generated Information on the Internet”, Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, Lawrence Erlbaum Associates, ss. 35-61.
• Shechter, M. ve Freeman, S. (1994). ‘’Nonuse Value: Reflections On the Definition and Measurement’’, Valuing the Environment: Methodological and Measurement Issues, Springer Netherlands, Newyork, ss. 171-194.
• Sipahi, B., Yurtkoru, E.S. ve Çinko, M. (2008). Sosyal Bilimlerde SPSS’le Veri Analizi, İstanbul: Beta Yayınları.
• Srivastava, R. K. (2010). Effect of cross culture on ethical behaviour of Y generation–is it changing?. International Journal of Indian Culture and Business Management, C: 3, No: 3, ss. 323-332.
• Stevens, J. (1996) Applied Multivariate Statistics for The Social Sciences, 3rd Edition, New Jersey, Mahwah, Lawrence Erlbaum.
• Stiles, W.B. (1987). I Have to Talk to Somebody: A Fever Model of Disclosure, in Derlega, V.J. and Berg, J.H. (Eds), Theory, Research and Therapy, Plenum Press, New York, NY, ss. 257-82
• Sundaram, D.S., Mitra, K. ve Webster, C. (1998). ‘’ Word-of-mouth Communications: a Motivational Analysis’’, Advances in Consumer Research, C: 25, ss. 527-531.
• Tabachnick, B.G. ve Fidell, L.S. (2007) Using Multivariate Statistics, 5th Edition, Boston, Pearson Education.
• Thorson, K. S. ve Rodgers, S. (2006). ‘’ Relationships Between Blogs As eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction’’, Journal of Interactive Advertising, C: 6, No: 2, ss. 39-50.
• Trusov, M., Bucklin, R. E. ve Pauwels, K. (2009). ’’Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site’’, Journal of Marketing, C: 73, No: 5, ss. 90-102.
• Van Noort, G. ve Willemsen, L.M. (2012). ’’Online Damage Control: The Effects of Proactive Versus Reactive Webcare İnterventions in Consumer-Generated an Brand-Generated Platforms’’, Journal of Interactive Marketing, C: 26, No: 3, ss. 131-140.
• Ward, J. C. ve Ostrom, A. L. (2006). “Complaining to The Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites”, Journal of Consumer Research, C: 33, No: 2, ss. 220-230.
• Wetzer, I. M., Zeelenberg, M. ve Pieters, R. (2007). ‘’Never Eat in That Restaurant, I Did!: Exploring Why People Engage in Negative Word-of-Mouth Communication’’, Psychology & Marketing, C: 24, No: 8, ss. 661-680.
• Wolny, J. ve Mueller, C. (2012). ‘’Analysis of Fashion Consumers’ Motives to Engage in Electronic Word-of-Mouth Communication Through Social Media Platforms’’, Journal of Marketing Management, Published online: 20 May 2013, C: 29, No: 5-6, ss. 562-583
• Yang, J. ve Mai, E. (2010). ‘’Experiential Goods with Network Externalities Effects: An Empirical Study of Online Rating System’’, Journal of Business Research, C: 63, No: 9, ss. 1050-1057.
• Yap, K. B., Soetarto, B. ve Sweeney, J. C. (2013). “The Relationship between Electronic Word-of-Mouth Motivations and Message Characteristics: The Sender’s Perspective”, Australasian Marketing Journal, C: 21, No: 1, ss. 66-74.
• Yaylı, A. ve Bayram, M. (2012). ‘’ E-WOM: The Effects of Online Consumer Reviews on Purchasing Decisions’’, International Journal of Internet Marketing and Advertising, C: 7, No: 1, ss.51-64.
• Yıldız, E. (2016). ‘’Elektronik Ağızdan Ağıza İletişim: Tüketicilerin Elektronik Platformlarda Yorum Yazma Davranışını Etkileyen Faktörler’’, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi (GÜSBEED), C: 7, No: 15, ss.156-175.
• Yoo, K. H. ve Gretzel, U. (2008), ‘’What Motivates Consumers to Write Online Travel Reviews?’’, Information Technology &Tourism, C: 10, No 4, ss. 283-295.