SOSYAL MEDYA KULLANICILARININ ELEKTRONİK GÜVENLERİ, ELEKTRONİK BAĞLILIKLARI VE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMLERİ ARASINDAKİ İLİŞKİLERİNİN İNCELENMESİ

Yıl 2017, 16. Ulusal İşletmecilik Kongresi, 273 - 292, 16.09.2017

Zehra Bozbay , Cansu Türker Habib Mehmet Akpınar

https://doi.org/10.18092/ulikidince.323696

Cited By: 2

Öz

Bu
çalışmanın amacı elektronik güven, elektronik bağlılık ve ağızdan ağıza
iletişim arasındaki ilişkileri belirlemektir. Çevirimiçi platformlarda
faaliyetlerini sürdüren şirketlerin başarısı elektronik güvenin ve elektronik
bağlılığın yaratılmasında ve buna bağlı olarak çevirimiçi platformlarda
oluşacak elektronik ağızdan ağıza iletişim ile yakından ilgilidir. Çalışmada, sosyal
medya kullanıcılarının elektronik alışveriş sitelerine ilişkin elektronik güvenleri,
elektronik bağlılıkları ve elektronik ağızdan ağıza iletişimleri arasındaki
ilişkiler incelenmiştir. Araştırmada, internet üzerinden 335 geçerli anket
toplanmıştır. Araştırma bulguları, elektronik güven, elektronik bağlılık ve
elektronik ağızdan ağıza iletişim arasında anlamlı ilişkiler olduğunu ortaya
koymuştur. Buna ek olarak, sosyal medya kullanıcılarının sosyo-demografik
özelliklerine göre elektronik güven, elektronik bağlılık ve elektronik ağızdan
ağıza iletişimleri farklılık göstermektedir. Bu bağlamda, araştırma literatüre
katkı sağlamaya çalışmasının yanı sıra çevirimiçi ortamlarda faaliyet gösteren
işletmelere pazarlama stratejileri geliştirmelerinde öneriler sunmaya
çalışmaktadır.

Anahtar Kelimeler

Sosyal Medya, Elektronik Güven, Elektronik Bağlılık, Elektronik Ağızdan Ağıza İletişim

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