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THE MEDIATING ROLE OF CUSTOMER TRUST IN THE EFFECT OF MARKET MAVENS ON WORD OF MOUTH COMMUNICATION

Year 2019, Volume: 15 Issue: 1, 259 - 275, 01.01.2019

Emine Şenbabaoğlu

https://doi.org/10.17130/ijmeb.2019149869

Abstract

Every business that provides the customer’s trust will get back to the day with a strong loyalty output is that WOM. The market mavens that have been confronted as the consumer group, which has recently been examined by WOM from the most influential communication tools of today. These are studied in detail in the scope of the study. The aim of the study is to investigate both theoretically and empirically the relationships between market mavens, customer trust and WOM. Within the research model, analyzes were performed using SPSS and AMOS programs with Structural Equation Modeling SEM . According to the results obtained from the study, it is revealed that direct relations between the factors, consumer trust plays an important mediating role in the effect of market mavens on WOM

Keywords

Market Mavens Customer Trust WOM SEM Mediating Effect

References

  • Abratt, R., Nel, D., & Nezer, C. (1995). Role of the market maven in retailing: A general marketplace influencer. Journal of Business and Psychology, 10(1), 31-55.
  • Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Belch, M., Krentler, K. A., & Willis-Flurry, L. A. (2005). Teen internet mavens: Influence in decision making. Journal of Business Research, 58(5), 569-575.
  • Brancaleone, V., & Gountas, J. (2007). Personality characteristics of market mavens. ACR North American Advances, 34, 522-527.
  • Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self-confidence: A cross- cultural study. Psychology & Marketing, 24(1), 69-91.
  • Chen, C. (2006). Identifying significant factors influencing consumer trust in an online travel site. Information Technology & Tourism, 8(3-1), 197-214.
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
  • Clark, A. R., & Goldsmith. E. R. (2005). Market mavens: Psychological influences. Journal of Psychology and Marketing, 22(4), 289-312.
  • Clark, A. R., Goldsmith, R. E., & Goldsmith, E. B. (2008). Market mavenism and consumer self- confidence. Journal of Consumer Behaviour, 7(3), 239-248.
  • DeWitt, T., Nguyen, D. T., & Marshall, R. (2008). Exploring customer loyalty following service recovery: The mediating effects of trust and emotions. Journal of Service Research, 10(3), 269-281.
  • Doney, P. M., & Cannon, J. P. (1997). Trust in buyer-seller relationships. Journal of marketing, 61, 35-51.
  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of Marketing, 11-27.
  • Feick F. L., & L. L. Price. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51, 83-97.
  • Fitzmaurice, J. (2011). Market mavens’ motivations to acquire information. The Marketing Management Journal, 21(1), 71-83.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737.
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
  • Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test source. Marketing Science, 28(4), 721-739.
  • Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11, 54-65.
  • Goodey, C., & East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3-4), 265-282.
  • Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of mouth communication through customer–employee relationship. International Journal of Service Industry Management, 12(1), 44-59.
  • Gürbüz, S., & Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri. 3. Baskı, Ankara: Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., (1998). Multivariate data analysis. 5th ed., Upper Saddle River, NJ. Prentice-Hall.
  • Higie, R. A., Feick, L. F., & Price, L. L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63(3), 260-278.
  • Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems, 43(3), 746-760.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: A cross- cultural validation. Journal of Computer-Mediated Communication, 5(2), 45-71.
  • Jöreskog, K. G. (1971). Statistical analysis of sets of congeneric tests. Psychometrika, 36, 109-133.
  • Kang, G. D., & James, J. (2004). Service quality dimensions: An examination of Grönroos’s service quality model. Managing Service Quality: An International Journal, 14(4), 266-277.
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
  • Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221-233.
  • Koehn, D. (1996). Should we trust in trust? American Business Law Journal, 34(2), 183-203.
  • Kumar, V., Petersen, A., & Leone, R. P. (2007). How valuable is word of mouth? Harvard Business Review, 85(10), 139-146.
  • MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods,7, 83-104.
  • Marangoz, M., Coşkun, T., & Türkoğlu, T. (2015). Pazar kurtları ve tüketicilerin satın alma kararlarındaki rolü. Muğla Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 158-173.
  • Martens, M. (2010). The effect of market mavens on trial probability: Does marketing communication affect market mavens. Bachelor Thesis Marketing, Supervisor: Ms. N. Raassens, 1-27.
  • Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product & Brand Management, 17(3), 154-162.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.
  • Meydan, C.H. & Şeşen, H. (2011). Yapısal eşitlik modellemesi AMOS uygulamaları. 2. Baskı, Ankara: Detay Yayıncılık.
  • Milne, G. R. (2000). Privacy and ethical issues in database/interactive marketing and public policy: A research framework and overview of the special issue. Journal of Public Policy & Marketing, 19(1), 1-6.
  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
  • O’Cass, A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal (AMJ), 20(1), 28-36.
  • Olaru, D., & Purchase, S. & Peterson, N. (2008). From customer value to repurchase ıntentions and recommendations. Journal of Business and Industrial Marketing, 23(8), 558-565.
  • Price, L. L., Feick, L. F., & Guskey, A. (1995). Everyday market helping behavior. Journal of Public Policy & Marketing, 255-266.
  • Puspa, J., & Rahardja, C. T. (2009). Market mavenism: Its contribution in building consumer’s trust. Gadjah Mada International Journal of Business, 11(1), 21-35.
  • Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90.
  • Ruvio, A., & Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24(8), 703- 729.
  • Semejin, J., Van Riel Allard, C. R., Van Birgelen, M. J. H., & Streukens, S. (2005). E-services and offline fulfillment: How e-loyalty is created. Managing Service Quality, 15(2), 182-195.
  • Slama, M. E., & Williams, T. G. (1990). Generalization of the market maven’s information provision tendency across product categories. ACR North American Advances.
  • Slama, M. E., Nataraajan, R., & Williams, T. G. (1992). Market mavens and the relationship between smart buying and information provision: An exploratory study. In V. L. Crittenden (ed.), Developments in Marketing Science (pp 90-93). 15.
  • Tayfun, N. Ö. (2015). Pazar Kurdu Tüketicilerin Demografik Özelliklerinin Belirlenmesine Yönelik Uygulama. Sosyal ve Ekonomik Araştırmalar Dergisi, 17(29), 17-22.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
  • Von Wangenheim, F., & Bayo´n, T. (2007). The contribution of wordof- mouth referrals to economic outcomes of service quality and customer satisfaction. Journal of the Academy of Marketing Science, 35(2), 233-249.
  • Wiedmann, K. P., Walsh, G., & Mitchell, V. W. (2001). The Mannmaven: an agent for diffusing market information. Journal of Marketing Communications, 7(4), 195-212.
  • Yang, H. (2013). Market mavens in social media: Examining young Chinese consumers’ viral marketing attitude, eWOM motive, and behavior. Journal of Asia-Pacific Business, 14(2), 154-178.
  • Yener, D. (2012). Türkiye’deki pazar eksperlerinin profil özellikleri ve alışverişe yönelik tutumları. EJOVOC: Electronic Journal of Vocational Colleges, 2(2), 118-130.

PAZAR KURTLARININ AĞIZDAN AĞIZA İLETİŞİME ETKİSİNDE MÜŞTERİ GÜVENİNİN ARACILIK ROLÜ

Year 2019, Volume: 15 Issue: 1, 259 - 275, 01.01.2019

Emine Şenbabaoğlu

https://doi.org/10.17130/ijmeb.2019149869

Abstract

Müşterilerinin güvenini sağlayan her işletme, gittikçe önemi artan güçlü bir sadakat çıktısı olan ağızdan ağıza iletişim WOM ile geri dönüş alacaktır. Günümüzün en etkili iletişim araçlarından WOM ile son zamanlarda incelenen tüketici grubu olarak karşımıza çıkan pazar kurtları, çalışma kapsamında detaylı bir şekilde incelenmektedir. Çalışmanın amacı, pazar kurtları, müşteri güveni ve WOM arasındaki ilişkilerin hem teorik hem de ampirik olarak araştırmaktır. Araştırma modeli kapsamında, Yapısal Eşitlik Modellemesi YEM ile analizler SPSS ve AMOS programları kullanılarak gerçekleştirilmiştir. Çalışmadan elde edilen sonuçlara göre faktörler arasındaki doğrudan ilişkilerin yanında pazar kurtlarının WOM’a olan etkisinde müşteri güveninin önemli aracı rol üstlendiği tespit edilmiştir.

Keywords

Pazar Kurtları Müşteri Güveni WOM YEM Aracı Etki

References

  • Abratt, R., Nel, D., & Nezer, C. (1995). Role of the market maven in retailing: A general marketplace influencer. Journal of Business and Psychology, 10(1), 31-55.
  • Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Belch, M., Krentler, K. A., & Willis-Flurry, L. A. (2005). Teen internet mavens: Influence in decision making. Journal of Business Research, 58(5), 569-575.
  • Brancaleone, V., & Gountas, J. (2007). Personality characteristics of market mavens. ACR North American Advances, 34, 522-527.
  • Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self-confidence: A cross- cultural study. Psychology & Marketing, 24(1), 69-91.
  • Chen, C. (2006). Identifying significant factors influencing consumer trust in an online travel site. Information Technology & Tourism, 8(3-1), 197-214.
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
  • Clark, A. R., & Goldsmith. E. R. (2005). Market mavens: Psychological influences. Journal of Psychology and Marketing, 22(4), 289-312.
  • Clark, A. R., Goldsmith, R. E., & Goldsmith, E. B. (2008). Market mavenism and consumer self- confidence. Journal of Consumer Behaviour, 7(3), 239-248.
  • DeWitt, T., Nguyen, D. T., & Marshall, R. (2008). Exploring customer loyalty following service recovery: The mediating effects of trust and emotions. Journal of Service Research, 10(3), 269-281.
  • Doney, P. M., & Cannon, J. P. (1997). Trust in buyer-seller relationships. Journal of marketing, 61, 35-51.
  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of Marketing, 11-27.
  • Feick F. L., & L. L. Price. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51, 83-97.
  • Fitzmaurice, J. (2011). Market mavens’ motivations to acquire information. The Marketing Management Journal, 21(1), 71-83.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737.
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
  • Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test source. Marketing Science, 28(4), 721-739.
  • Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11, 54-65.
  • Goodey, C., & East, R. (2008). Testing the market maven concept. Journal of Marketing Management, 24(3-4), 265-282.
  • Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of mouth communication through customer–employee relationship. International Journal of Service Industry Management, 12(1), 44-59.
  • Gürbüz, S., & Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri. 3. Baskı, Ankara: Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., (1998). Multivariate data analysis. 5th ed., Upper Saddle River, NJ. Prentice-Hall.
  • Higie, R. A., Feick, L. F., & Price, L. L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63(3), 260-278.
  • Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems, 43(3), 746-760.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: A cross- cultural validation. Journal of Computer-Mediated Communication, 5(2), 45-71.
  • Jöreskog, K. G. (1971). Statistical analysis of sets of congeneric tests. Psychometrika, 36, 109-133.
  • Kang, G. D., & James, J. (2004). Service quality dimensions: An examination of Grönroos’s service quality model. Managing Service Quality: An International Journal, 14(4), 266-277.
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
  • Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221-233.
  • Koehn, D. (1996). Should we trust in trust? American Business Law Journal, 34(2), 183-203.
  • Kumar, V., Petersen, A., & Leone, R. P. (2007). How valuable is word of mouth? Harvard Business Review, 85(10), 139-146.
  • MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods,7, 83-104.
  • Marangoz, M., Coşkun, T., & Türkoğlu, T. (2015). Pazar kurtları ve tüketicilerin satın alma kararlarındaki rolü. Muğla Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 158-173.
  • Martens, M. (2010). The effect of market mavens on trial probability: Does marketing communication affect market mavens. Bachelor Thesis Marketing, Supervisor: Ms. N. Raassens, 1-27.
  • Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product & Brand Management, 17(3), 154-162.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.
  • Meydan, C.H. & Şeşen, H. (2011). Yapısal eşitlik modellemesi AMOS uygulamaları. 2. Baskı, Ankara: Detay Yayıncılık.
  • Milne, G. R. (2000). Privacy and ethical issues in database/interactive marketing and public policy: A research framework and overview of the special issue. Journal of Public Policy & Marketing, 19(1), 1-6.
  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
  • O’Cass, A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal (AMJ), 20(1), 28-36.
  • Olaru, D., & Purchase, S. & Peterson, N. (2008). From customer value to repurchase ıntentions and recommendations. Journal of Business and Industrial Marketing, 23(8), 558-565.
  • Price, L. L., Feick, L. F., & Guskey, A. (1995). Everyday market helping behavior. Journal of Public Policy & Marketing, 255-266.
  • Puspa, J., & Rahardja, C. T. (2009). Market mavenism: Its contribution in building consumer’s trust. Gadjah Mada International Journal of Business, 11(1), 21-35.
  • Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90.
  • Ruvio, A., & Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24(8), 703- 729.
  • Semejin, J., Van Riel Allard, C. R., Van Birgelen, M. J. H., & Streukens, S. (2005). E-services and offline fulfillment: How e-loyalty is created. Managing Service Quality, 15(2), 182-195.
  • Slama, M. E., & Williams, T. G. (1990). Generalization of the market maven’s information provision tendency across product categories. ACR North American Advances.
  • Slama, M. E., Nataraajan, R., & Williams, T. G. (1992). Market mavens and the relationship between smart buying and information provision: An exploratory study. In V. L. Crittenden (ed.), Developments in Marketing Science (pp 90-93). 15.
  • Tayfun, N. Ö. (2015). Pazar Kurdu Tüketicilerin Demografik Özelliklerinin Belirlenmesine Yönelik Uygulama. Sosyal ve Ekonomik Araştırmalar Dergisi, 17(29), 17-22.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
  • Von Wangenheim, F., & Bayo´n, T. (2007). The contribution of wordof- mouth referrals to economic outcomes of service quality and customer satisfaction. Journal of the Academy of Marketing Science, 35(2), 233-249.
  • Wiedmann, K. P., Walsh, G., & Mitchell, V. W. (2001). The Mannmaven: an agent for diffusing market information. Journal of Marketing Communications, 7(4), 195-212.
  • Yang, H. (2013). Market mavens in social media: Examining young Chinese consumers’ viral marketing attitude, eWOM motive, and behavior. Journal of Asia-Pacific Business, 14(2), 154-178.
  • Yener, D. (2012). Türkiye’deki pazar eksperlerinin profil özellikleri ve alışverişe yönelik tutumları. EJOVOC: Electronic Journal of Vocational Colleges, 2(2), 118-130.
There are 58 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Emine Şenbabaoğlu

Publication Date January 1, 2019
Published in Issue Year 2019 Volume: 15 Issue: 1

Cite

APA Şenbabaoğlu, E. (2019). PAZAR KURTLARININ AĞIZDAN AĞIZA İLETİŞİME ETKİSİNDE MÜŞTERİ GÜVENİNİN ARACILIK ROLÜ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 15(1), 259-275. https://doi.org/10.17130/ijmeb.2019149869