Algılanan Değer, Güven ve Promosyonun Elektronik Kulaktan Kulağa Pazarlama Üzerine Etkisi: Online Yemek Siparişi Üzerine Bir Araştırma

Yıl 2024, , 335 - 351, 30.04.2024

İbrahim Avcı

https://doi.org/10.52642/susbed.1410031

Öz

Değişen tüketici davranışları yemek tüketimine de yansımış ve günümüzde tüketiciler internet üzerinden yemek siparişi vermeye başlamıştır. Tüketiciler yemek siparişlerini, online yemek sipariş hizmeti sunan işletmelerin web sitesi ve mobil uygulamaları üzerinden verebilmektedir. Araştırmanın amacı web sitesi ya da mobil uygulamalar üzerinden yemek siparişi vermiş olan tüketicilerin algıladıkları değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerindeki etkisini ortaya çıkarmaktır. Nicel araştırma yönteminin tercih edildiği araştırmada, anket tekniği kullanılmış ve veriler tesadüfi olmayan örneklem yöntemlerinden kolayda örneklem yöntemi ile elde edilmiştir. Bu doğrultuda veriler daha önce online yemek siparişi vermiş olan tüketicilerden Kasım-Aralık (2023) aylarında online olarak toplanmıştır. Elde edilen veriler SPSS 25 ve AMOS 24 istatistik paket programları ile analiz edilmiştir. Yapılan analiz sonucunda online yemek siparişi hizmeti sunan web sitesi ve mobil uygulamalarla ilgili algılanan değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerinde pozitif yönde anlamlı etkilerinin olduğu belirlenmiştir. Elde edilen sonuçlar hem teorik hem de uygulamaya yönelik önemli katkılar sağlamaktadır.

Anahtar Kelimeler

Algılanan Değer, Güven, Promosyon, E-Womm, Online Yemek Siparişi

The Effect of Perceived Value, Trust and Promotion on Electronic Word-of-Mouth Marketing: A Study on Online Food Ordering

Öz

Changing consumer behaviors are also reflected in food consumption and today consumers have started to order food over the internet. Consumers can place their food orders through the websites and mobile applications of businesses that offer online food ordering services. The purpose of this study is to reveal the effect of perceived value, trust and promotion by consumers who have ordered food through websites or mobile applications on electronic word-of-mouth marketing behavior. In the research where the quantitative research method was preferred, the survey technique was employed and the data was gathered via convenience sampling method, one of the non-random sample methods. For this purpose, data were collected online in November-December (2023) from consumers who had previously ordered food online. The data obtained were analyzed with SPSS 25 and AMOS 24 statistical package programs. As a result of the analysis, it was determined that perceived value, trust and promotion of online food ordering websites and mobile applications have positive and significant effects on electronic word-of-mouth marketing behavior. The results obtained provide important contributions both theoretically and practically.

Anahtar Kelimeler

Perceived Value, Trust, Promotion, E-Womm, Online Food Ordering

Kaynakça

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