The effect of favorability of online word-of mouth information on consumer purchase decision
Yıl: 2009 Cilt: 0 Sayı: 28 Sayfa Aralığı: 57 - 92 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
The effect of favorability of online word-of mouth information on consumer purchase decision
Öz: Tüketiciler, interneti, satın alma kararı verme sürecinde bir bilgi kaynağı olarak giderek daha fazla kullanmaktadırlar. İnternet, tüketiciler arasında ağızdan ağıza iletişime olanak vermektedir. Bu çalışma, çevrim içi ağızdan ağıza iletişimin bir türü ve bir kişisel iletişim aracı olan çevrim içi müşteri yorumlarını konu edinmektedir. Müşteri yorumlarında verilen bilginin olumlu olup olmamasının etkisini cep telefonu satın alma kararının çeşitli aşamalarında değerlendirmeyi amaçlamaktadır. Deneyin sonuçları, özellikle olumsuz çevrim içi ağızdan ağıza iletişime maruz kalmanın, satın almada dikkate alınan markaların sıralamasında ve satın alma niyetinde anlamlı farklılık yarattığını göstermektedir. Katılımcılar markayı çeşitli kriterlere göre değerlendirmişler ve kendilerine verilen bilginin olumlu olma düzeyine göre bu değerlendirmeler, belirli kriterlerde farklılık göstermiştir. Çalışmanın sonuçları, olumsuz yorumların etkisinin olumlu yorumların etkisinden daha fazla olduğuna işaret etmekte ve bulgular, karar vermede olumsuz çevrim içi ağızdan ağıza iletişimin gücünü desteklemektedir.
Anahtar Kelime: Konular:
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Öz: Consumers’ usage of internet as an information source in the purchase decision is increasing day by day. Internet provides a consumer dominated word of mouth communication among consumers. This study aims to compare the effect of level of favorable information given in online customer reviews- a personal communication tool, which is a kind of online word-ofmouth (OWOM)- on various stages of purchasing decision of a mobile phone. The findings of the experiment demonstrate that especially exposure to unfavorable OWOM creates significant differences in the ranking of the brand in the consideration set and intention to purchase. Respondents’ evaluations of the brand differed on certain criteria based on the amount of favorability of the information. The results of the study indicate that unfavorable comments outweigh the effect of favorable comments hence the findings support the strength of negative OWOM on decision making.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | BAYRAKTAROĞLU G, AYKOL B (2009). The effect of favorability of online word-of mouth information on consumer purchase decision. , 57 - 92. |
| Chicago | BAYRAKTAROĞLU Gül,AYKOL BİLGE The effect of favorability of online word-of mouth information on consumer purchase decision. (2009): 57 - 92. |
| MLA | BAYRAKTAROĞLU Gül,AYKOL BİLGE The effect of favorability of online word-of mouth information on consumer purchase decision. , 2009, ss.57 - 92. |
| AMA | BAYRAKTAROĞLU G,AYKOL B The effect of favorability of online word-of mouth information on consumer purchase decision. . 2009; 57 - 92. |
| Vancouver | BAYRAKTAROĞLU G,AYKOL B The effect of favorability of online word-of mouth information on consumer purchase decision. . 2009; 57 - 92. |
| IEEE | BAYRAKTAROĞLU G,AYKOL B "The effect of favorability of online word-of mouth information on consumer purchase decision." , ss.57 - 92, 2009. |
| ISNAD | BAYRAKTAROĞLU, Gül - AYKOL, BİLGE. "The effect of favorability of online word-of mouth information on consumer purchase decision". (2009), 57-92. |
| APA | BAYRAKTAROĞLU G, AYKOL B (2009). The effect of favorability of online word-of mouth information on consumer purchase decision. İletişim Kuram ve Araştırma Dergisi, 0(28), 57 - 92. |
| Chicago | BAYRAKTAROĞLU Gül,AYKOL BİLGE The effect of favorability of online word-of mouth information on consumer purchase decision. İletişim Kuram ve Araştırma Dergisi 0, no.28 (2009): 57 - 92. |
| MLA | BAYRAKTAROĞLU Gül,AYKOL BİLGE The effect of favorability of online word-of mouth information on consumer purchase decision. İletişim Kuram ve Araştırma Dergisi, vol.0, no.28, 2009, ss.57 - 92. |
| AMA | BAYRAKTAROĞLU G,AYKOL B The effect of favorability of online word-of mouth information on consumer purchase decision. İletişim Kuram ve Araştırma Dergisi. 2009; 0(28): 57 - 92. |
| Vancouver | BAYRAKTAROĞLU G,AYKOL B The effect of favorability of online word-of mouth information on consumer purchase decision. İletişim Kuram ve Araştırma Dergisi. 2009; 0(28): 57 - 92. |
| IEEE | BAYRAKTAROĞLU G,AYKOL B "The effect of favorability of online word-of mouth information on consumer purchase decision." İletişim Kuram ve Araştırma Dergisi, 0, ss.57 - 92, 2009. |
| ISNAD | BAYRAKTAROĞLU, Gül - AYKOL, BİLGE. "The effect of favorability of online word-of mouth information on consumer purchase decision". İletişim Kuram ve Araştırma Dergisi 28 (2009), 57-92. |
