Research Article
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The Effect of Electronic Word of Mouth (e-WOM) on Consumers' Purchasing Intentions

Year 2022, Volume: 24 Issue: 42, 209 - 222, 27.06.2022

Abstract

Electronic word of mouth (e-WOM), which has entered our lives as a result of the technological revolution in the world, is an important source of information for today's consumers and businesses. Consumers can shape their purchasing behavior in line with the information obtained with e-WOM. The aim of the study is to investigate the effects of electronic word-of- mouth communication on the consumers purchase intentions using Information Acceptance Model. For this purpose, an online questionnaire was applied to social media users aged 18 and over living in Ankara and the data obtained were analyzed with the SPSS 22 program. According to the results e-WOM information quality, credibility, needs of information and attitude toward information positively affect information usefulness. The usefulness of e-WOM information on social media affects the information adoption. Finally, it was determined the adoption of information and the attitude towards information positively affect the purchase intention.

References

  • Akgün, Z. (2019). Bilgiyi Benimseme Modeli, Bilgiye Karşı Tutum ve Algılanan Risk Çerçevesinde İnstagramın Üniversite Öğrencilerinin Satın Alma Davranışına Etkisi: Yozgat Bozok Üniversitesi MYO Örneği. Turkish Journal of Marketing, 4(2), 62-80.
  • Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, İ., Evans, C. ve Ghoneim, A. (2015). Electronic Word of Mouth in Social Media: The Common Characteristics of Retweeted and Favourited Marketer-Geberated Content Posted on Twitter. International Journal of Marketing and Advertising, 9(4), 338-358.
  • Bagozzi, R.P., Davis, F.D. ve Warshaw, P.R. (1992). Development and Test of A Theory of Technological Learning and Usage. Human Relations, 45(7), 659-686.
  • Başkaya, H. C. (2010). Tüketicilerin Teknolojik Ürünlere Yönelik On-line Fikir ve Değerlendirmelerinin (EWOM) Analizi. (Yüksek Lisans Tezi). Uludağ Üniversitesi Sosyal Bilimler Enstitüsü, Bursa.
  • Cheung C.M.K., Lee M. K. O. ve Rabjohn N. (2008). The Impact of Electronic Word-Of-Mouth: The Adoption of Online Opinions in Online Customer Communities. Internet Research, 18 (3), 229-247.
  • Cheung, C. ve Thadani, D. (2012). The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461-470.
  • Cheung, R. (2014). The Influence of Electronic Word-of-Mouth on Information Adoption in Online Customer Communities. Global Economic Review, 43(1), 42-57.
  • Cooper, R. B. ve Zmud, R. W. (1990). Information Technology Implementation Research: A Technological Diffusion Approach. Management Science, 36 (2),123-139.
  • Daugherty, T. ve Hoffman, E. (2014). EWom and Importance of Capturing Consumer Attention Within Social Media. Journal of Marketing Coomunications, 20(1-2), 82-102.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quart. 13, 319–339.
  • Di, C. ve Luwen, W. (2012). Factors Affecting e-wom Adoption. BBA Homours, Bapist University, Hong Kong.
  • Doane, A., Pearson, M.R. ve Kelley M. (2014). Predictors of Cyber Bullying Perpetration Among College Students: An Application of The Theory of Reasoned Action. Computers in Human Behavior, 36, 154-162.
  • Dumpit, D.Z. ve Fernandez, C. J. (2017). Analysis of the Use of Social Media in Higher Education Institutions (HEIs) Using The Technology Acceptance Model. International Journal of Educational Technology in Higher Education, 14(5),1-16.
  • Erkan, İ. ve Evans, C. (2016). The Influence of eWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behaviour, 61, 47-55.
  • Erkan, İ. ve Evans, C. (2018). Social Media or Shopping Websites? The Influence of eWOM on Consumers’ Online Purchase Intentions. Journal of Marketing Communications, 24(6), 617-632.
  • Erşen, D., Karabıyık Yerden, N. ve Öztek M. Y. (2020). Bilgi Benimseme Modeli Kapsamında Elektronik Ağızdan Ağıza Pazarlamanın Marka Güveni Aracılığı ile Marka Sadakatine Etkisi ve Çevrimiçi Tüketiciler Üzerine Bir Araştırma. Galatasaray Üniversitesi İletişim Dergisi, 32,163-197.
  • Gökerik, M., Gürbüz, A., Erkan, İ., Mogaji, E. ve Sap, S. (2018). Surprise me With Your Ads! The Impacts of Guerrilla Marketing in Social Media on Brand Image. Asia Pacific Journal of Marketing and Logistics, 30(5), 1222-1238.
  • Gunawan, D.D. ve Huarng, K.H. (2015). Viral Effects of Social Network and Media on Consumers’ Purchase Intention. Journal of Business Research, 68(11), 2237- 2241.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Prentice Hall.
  • Hajli, N. (2018). Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective. Journal of Business Ethics, 149, 799-810.
  • Hennig-Thurau, T., Gwinner K.P., Walsh G. Ve Gremler D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumer to Artıculate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Jalilvand, M. R. ve Samie, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: AN Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
  • Joshi, M. ve Singh, V.K. (2017). Electronic Word of Mouth Influence on Consumer Purchase Intention. Dynamics of Public Administration, 34(2), 149-159.
  • Khwaja, M. G., Mahmood, S. ve Zaman, U. (2020). Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context. Information, 11(10), 1-12.
  • Ko, D.-G., Kirsch, L. J. ve King, W. R. (2005). Antecedents of Knowledge Transfer From Consultants to Clients in Enterprise System Implementations. MIS Quarterly, 29(1), 59–85.
  • Litvin, S. W., Goldsmith, R. E. ve Pan B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468.
  • Liu, R.R. ve Zhang, W. (2010). Informational Influence of Online Customer Feedback: An Empirical Study. Journal of Database Marketing & Customer Strategy Management, 17(2), 120–131.
  • Nasri, W. ve Charfeddine, L. (2012). An Exploration of Facebook.Com Adoption in Tunisia Using Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA). Interdıscıplınary Journal of Contemporary Research in Busıness, 4(5), 948-968.
  • Nunnally, J. (1978), Psychometric Theory, New York: McGraw-Hill.
  • Park, D.-H., Lee, J. ve Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148.
  • Park, T. (2020). How Information Acceptance Model Predicts Customer Loyalty? A Study From Perspective of eWOM Information. The Bottom Line, 33(1), 60-73.
  • Petty, R. E. ve Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitud Echange. New York, NY: Springer-Verlag.
  • Santosa, F. V. ve Wandedori, H. (2019). Factors Affecting Users’ Purchase Intention From Ewom Reviews in Virtual Community: Femaledaily.com using Information Acceptance Model (IACM). Proceeding Book of The 4th ICMEM 2019 and The 11th IICIES 2019, Bali, Indonesia.
  • See-To, E. W. ve Ho, K. K. (2014). Value Co-Creation And Purchase Intention in Social Networking Sites: The Role of Electronic Word of Mouth And Trust- A Theoretical Analysis. Computers in Human Behavior, 31, 182-189.
  • Shen, X. L., Zhang, K.Z.K. ve Zhao, S.J. (2014). Understanding Information Adoption in Online Review Communities: The Role of Herd Factors. In Proceedings of the 47th Hawaii International Conference on System Science, 604-613.
  • Shu, M.L. ve Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information Adoption Model Perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
  • Singh, S. ve Srivastava, P. (2019). Social Media for Out Boundle Isure Travel: A Frame Work Based on Technology Acceptance Model (TAM). Journal of Tourism Futures, 5(1), 43-61.
  • Sussman, S. W. ve Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47-65.
  • Torres, J. A. S., Canada, F.J.A., Moro, M.L.S. ve Irurita, A.A. (2018). Impact of Gender on the Acceptance of Electronic Word-of-Mouth (eWOM) Information in Spain. Contaduríay Administración, 63(4), 1-19.
  • Tseng, S.Y. ve Kuo, A.M. (2014). Investigating the Effects of Information Quality and Perceived Risk on Information Adoption on Travel Websites. 2014 IEEE International Conference on Management of Innovation and Technology (ICMIT), 23–25 September, IEEE, Singapore.
  • Wang, X., Yu, C., ve Wei, Y. (2012). Social Media Peer Communication And Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26 (4), 198-208.
  • Wang Y. (2016). Information Adoption Model, A Review of the Literature. Journal of Economics, Business and Management, 4(11), 618-622.
  • Wei, H. ve Leng, F. (2017). Research on Influence of Electronic Word of Mouth on Consumers’ Purchase Intentions. 4th International Conference on Economics and Management (ICEM) June, 145-150.
  • Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H. ve Wei, G. (2016). E-WOM From e-commerce Websites and Social Media: Which Will Consumers Adopt?. Electronic Commerce Researchand Applications, 17, 62–73.

Elektronik Ağızdan Ağıza İletişimin (e-WOM) Tüketicilerin Satın Alma Niyetleri Üzerindeki Etkisi

Year 2022, Volume: 24 Issue: 42, 209 - 222, 27.06.2022

Abstract

Dünyada meydana gelen teknolojik devrimin bir sonucu olarak hayatımıza giren elektronik ağızdan ağıza iletişim (e-WOM), günümüz tüketicileri ve işletmeleri için önemli bir bilgi kaynağıdır. e-WOM ile elde edilen bilgiler doğrultusunda tüketiciler satın alma davranışlarını şekillendirebilmektedirler. Bu çalışmanın amacı bilgi kabul modelini kapsamında elektronik ağızdan ağıza iletişimin tüketicilerin satın alma niyetleri üzerindeki etkilerini belirlemektir. Bu amaç doğrultusunda Ankara’da yaşayan 18 yaş ve üstü sosyal medya kullanıcılarına online anket yapılmış ve elde edilen veriler SPSS 22 programı ile analiz edilmiştir. Elde edilen sonuçlara göre e-WOM bilgilerinin kalitesi, güvenirliliği, bilgi ihtiyacı ve bilgiye yönelik tutum bilginin kullanışlılığını pozitif yönde etkilemektedir. Sosyal medyada yer alan e-WOM bilgilerinin kullanışlılığı ise bilginin benimsenmesini etkilemektedir. Son olarak bilginin benimsenmesinin ve bilgiye yönelik tutumun satın alma niyetini pozitif yönde etkilediği tespit edilmiştir.

References

  • Akgün, Z. (2019). Bilgiyi Benimseme Modeli, Bilgiye Karşı Tutum ve Algılanan Risk Çerçevesinde İnstagramın Üniversite Öğrencilerinin Satın Alma Davranışına Etkisi: Yozgat Bozok Üniversitesi MYO Örneği. Turkish Journal of Marketing, 4(2), 62-80.
  • Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, İ., Evans, C. ve Ghoneim, A. (2015). Electronic Word of Mouth in Social Media: The Common Characteristics of Retweeted and Favourited Marketer-Geberated Content Posted on Twitter. International Journal of Marketing and Advertising, 9(4), 338-358.
  • Bagozzi, R.P., Davis, F.D. ve Warshaw, P.R. (1992). Development and Test of A Theory of Technological Learning and Usage. Human Relations, 45(7), 659-686.
  • Başkaya, H. C. (2010). Tüketicilerin Teknolojik Ürünlere Yönelik On-line Fikir ve Değerlendirmelerinin (EWOM) Analizi. (Yüksek Lisans Tezi). Uludağ Üniversitesi Sosyal Bilimler Enstitüsü, Bursa.
  • Cheung C.M.K., Lee M. K. O. ve Rabjohn N. (2008). The Impact of Electronic Word-Of-Mouth: The Adoption of Online Opinions in Online Customer Communities. Internet Research, 18 (3), 229-247.
  • Cheung, C. ve Thadani, D. (2012). The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461-470.
  • Cheung, R. (2014). The Influence of Electronic Word-of-Mouth on Information Adoption in Online Customer Communities. Global Economic Review, 43(1), 42-57.
  • Cooper, R. B. ve Zmud, R. W. (1990). Information Technology Implementation Research: A Technological Diffusion Approach. Management Science, 36 (2),123-139.
  • Daugherty, T. ve Hoffman, E. (2014). EWom and Importance of Capturing Consumer Attention Within Social Media. Journal of Marketing Coomunications, 20(1-2), 82-102.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quart. 13, 319–339.
  • Di, C. ve Luwen, W. (2012). Factors Affecting e-wom Adoption. BBA Homours, Bapist University, Hong Kong.
  • Doane, A., Pearson, M.R. ve Kelley M. (2014). Predictors of Cyber Bullying Perpetration Among College Students: An Application of The Theory of Reasoned Action. Computers in Human Behavior, 36, 154-162.
  • Dumpit, D.Z. ve Fernandez, C. J. (2017). Analysis of the Use of Social Media in Higher Education Institutions (HEIs) Using The Technology Acceptance Model. International Journal of Educational Technology in Higher Education, 14(5),1-16.
  • Erkan, İ. ve Evans, C. (2016). The Influence of eWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behaviour, 61, 47-55.
  • Erkan, İ. ve Evans, C. (2018). Social Media or Shopping Websites? The Influence of eWOM on Consumers’ Online Purchase Intentions. Journal of Marketing Communications, 24(6), 617-632.
  • Erşen, D., Karabıyık Yerden, N. ve Öztek M. Y. (2020). Bilgi Benimseme Modeli Kapsamında Elektronik Ağızdan Ağıza Pazarlamanın Marka Güveni Aracılığı ile Marka Sadakatine Etkisi ve Çevrimiçi Tüketiciler Üzerine Bir Araştırma. Galatasaray Üniversitesi İletişim Dergisi, 32,163-197.
  • Gökerik, M., Gürbüz, A., Erkan, İ., Mogaji, E. ve Sap, S. (2018). Surprise me With Your Ads! The Impacts of Guerrilla Marketing in Social Media on Brand Image. Asia Pacific Journal of Marketing and Logistics, 30(5), 1222-1238.
  • Gunawan, D.D. ve Huarng, K.H. (2015). Viral Effects of Social Network and Media on Consumers’ Purchase Intention. Journal of Business Research, 68(11), 2237- 2241.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Prentice Hall.
  • Hajli, N. (2018). Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective. Journal of Business Ethics, 149, 799-810.
  • Hennig-Thurau, T., Gwinner K.P., Walsh G. Ve Gremler D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumer to Artıculate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Jalilvand, M. R. ve Samie, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: AN Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
  • Joshi, M. ve Singh, V.K. (2017). Electronic Word of Mouth Influence on Consumer Purchase Intention. Dynamics of Public Administration, 34(2), 149-159.
  • Khwaja, M. G., Mahmood, S. ve Zaman, U. (2020). Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context. Information, 11(10), 1-12.
  • Ko, D.-G., Kirsch, L. J. ve King, W. R. (2005). Antecedents of Knowledge Transfer From Consultants to Clients in Enterprise System Implementations. MIS Quarterly, 29(1), 59–85.
  • Litvin, S. W., Goldsmith, R. E. ve Pan B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468.
  • Liu, R.R. ve Zhang, W. (2010). Informational Influence of Online Customer Feedback: An Empirical Study. Journal of Database Marketing & Customer Strategy Management, 17(2), 120–131.
  • Nasri, W. ve Charfeddine, L. (2012). An Exploration of Facebook.Com Adoption in Tunisia Using Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA). Interdıscıplınary Journal of Contemporary Research in Busıness, 4(5), 948-968.
  • Nunnally, J. (1978), Psychometric Theory, New York: McGraw-Hill.
  • Park, D.-H., Lee, J. ve Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148.
  • Park, T. (2020). How Information Acceptance Model Predicts Customer Loyalty? A Study From Perspective of eWOM Information. The Bottom Line, 33(1), 60-73.
  • Petty, R. E. ve Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitud Echange. New York, NY: Springer-Verlag.
  • Santosa, F. V. ve Wandedori, H. (2019). Factors Affecting Users’ Purchase Intention From Ewom Reviews in Virtual Community: Femaledaily.com using Information Acceptance Model (IACM). Proceeding Book of The 4th ICMEM 2019 and The 11th IICIES 2019, Bali, Indonesia.
  • See-To, E. W. ve Ho, K. K. (2014). Value Co-Creation And Purchase Intention in Social Networking Sites: The Role of Electronic Word of Mouth And Trust- A Theoretical Analysis. Computers in Human Behavior, 31, 182-189.
  • Shen, X. L., Zhang, K.Z.K. ve Zhao, S.J. (2014). Understanding Information Adoption in Online Review Communities: The Role of Herd Factors. In Proceedings of the 47th Hawaii International Conference on System Science, 604-613.
  • Shu, M.L. ve Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information Adoption Model Perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
  • Singh, S. ve Srivastava, P. (2019). Social Media for Out Boundle Isure Travel: A Frame Work Based on Technology Acceptance Model (TAM). Journal of Tourism Futures, 5(1), 43-61.
  • Sussman, S. W. ve Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47-65.
  • Torres, J. A. S., Canada, F.J.A., Moro, M.L.S. ve Irurita, A.A. (2018). Impact of Gender on the Acceptance of Electronic Word-of-Mouth (eWOM) Information in Spain. Contaduríay Administración, 63(4), 1-19.
  • Tseng, S.Y. ve Kuo, A.M. (2014). Investigating the Effects of Information Quality and Perceived Risk on Information Adoption on Travel Websites. 2014 IEEE International Conference on Management of Innovation and Technology (ICMIT), 23–25 September, IEEE, Singapore.
  • Wang, X., Yu, C., ve Wei, Y. (2012). Social Media Peer Communication And Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26 (4), 198-208.
  • Wang Y. (2016). Information Adoption Model, A Review of the Literature. Journal of Economics, Business and Management, 4(11), 618-622.
  • Wei, H. ve Leng, F. (2017). Research on Influence of Electronic Word of Mouth on Consumers’ Purchase Intentions. 4th International Conference on Economics and Management (ICEM) June, 145-150.
  • Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H. ve Wei, G. (2016). E-WOM From e-commerce Websites and Social Media: Which Will Consumers Adopt?. Electronic Commerce Researchand Applications, 17, 62–73.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Leyla Gödekmerdan Önder 0000-0003-1969-8843

Early Pub Date June 21, 2022
Publication Date June 27, 2022
Published in Issue Year 2022 Volume: 24 Issue: 42

Cite

APA Gödekmerdan Önder, L. (2022). Elektronik Ağızdan Ağıza İletişimin (e-WOM) Tüketicilerin Satın Alma Niyetleri Üzerindeki Etkisi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi, 24(42), 209-222.

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