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L'effet du bouche à oreille électronique sur la fidélité à la marque grâce à la confiance dans la marque dans le cadre du modèle d'adoption de l'information: une recherche sur des consommateurs en ligne

Yıl 2020, , 163 - 197, 27.06.2020

Dilara Erşen , Nevin Karabıyık Yerden , Mehmet Öztek

https://doi.org/10.16878/gsuilet.696855

Öz

Les critères évalués lors de l'interprétation des informations reçues par les consommateurs varient d'une personne à l'autre. C’est pour cette raison que l'exhaustivité, la pertinence et l'utilité de l'information, ainsi que la fiabilité de la source et les dimensions de l'homophilie prennent de l'importance dans le marketing de bouche à oreille électronique (eWOM) qui est examiné selon le modèle d'adoption de l'information. Dans le cadre de eWOM, les critères de perception et d’adoption des avis clients sur les sites de vente et d’achat en ligne, influencent les attitudes des clients envers les marques. Au sein d’un marché hautement concurrentiel, les entreprises visent à se différencier de leurs concurrents en essayant d’instaurer une fidélité à la marque et une confiance en la marque. De ce fait, cette étude examine le rôle médiateur de la confiance en la marque dans la relation entre le eWOM et la fidélité à la marque. La recherche est réalisée par la technique de questionnaire qui fait partie des méthodes quantitatives. Le modèle de recherche fut testé empiriquement sur un échantillon de 401 personnes qui font des achats uniquement à partir des sites web de vente et d'achat en ligne. Au niveau des analyses, sont utilisés respectivement l’analyse de fiabilité, l’analyse factorielle, l’analyse de régression et un test Sobel sur les variables. Selon les analyses, il a été conclu qu’il y a une corrélation positive entre le eWOM et la fidélité à la marque; que la confiance en la marque joue un rôle de médiateur dans cette corrélation et que l'exhaustivité des informations, a une plus grande influence sur les variables par rapport aux autres dimensions de eWOM.


Anahtar Kelimeler

Bouche à oreille électronique confiance de la marque fidélité à la marque avis des consommateurs en ligne

Kaynakça

  • Alam, S. S., & Yasin, N. M. (2010). The antecedents of online brand trust: Malaysian evidence. Journal of Business Economics and Management, 11(2), 210-226.
  • Alonzo, V. (1994). 'Til Death Do Us Part: Just getting the sale isn't enough for today's marketers; they're looking for lifelong relationships. INCENTIVE-NEW YORK-, 168, 37-37.
  • Andaleeb, S. S. (1992). The trust concept: research issues for channels of distribution. Research in marketing, 11(1), 1-34.
  • 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.
  • BIV (2017) Word of mouth is marketing’s way of the future in a digital world. https://biv.com/article/2017/04/word-mouth-marketings-way-future-digital-world.
  • Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
  • Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., ... & Carl, W. (2013). Beyond traditional word-of-mouth: an expanded model of customer-driven influence. Journal of Service Management, 24(3), 294-313.
  • BrightLocal (2018). Local Customer Review Survey. https://www.brightlocal.com/learn/local-consumer-review-survey/#local-business- review-habits.
  • Brody, R. P., & Cunningham, S. M. (1968). Personality variables and the consumer decision process. Journal of Marketing Research, 5(1), 50-57.
  • Brown, G. H. (1953). Brand Loyalty-fact of fiction. Trademark Rep., 43, 251.
  • Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752-766.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  • Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.
  • Cheung, C. M., Lee, M. K., & 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.
  • Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of management information systems, 23(2), 149-171.
  • Copeland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard business review, 1(3), 282-289.
  • Czepiel, J., & Rosenberg, L. (1983). A marketing approach for consumer retention. Journal of Consumer Marketing, 1(1), 45-51.
  • Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Day, G.S. (1969). A two-dimensional concept to brand loyalty. Journal of Advertising Research, Vol. 9 No. 3, pp. 29-35.
  • Delgado-Ballester, E., & Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
  • Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
  • Doll, W.J. and Torkzadeh, G. (1988). The Measurement of End-User Computing Satisfaction, MIS Quarterly, 12 (2), 259-274.
  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
  • Farley, J. U. (1963). Testing a theory of brand loyalty. Proceedings of the American Marketing Association, December, 298-306.
  • Ferris-Costa, K. (2011). eWOM via mavens, buzz agents, and followers. University of Rhode Island.
  • Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
  • Frank, R. E., Massy, W. F., & Morrison, D. G. (1965). Bias in multiple discriminant analysis. Journal of Marketing Research, 2(3), 250-258.
  • Gilmore, F., & Dumont, S. (2003). Brand warriors China: Creating sustainable brand capital. Profile Books (GB).
  • Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.x
  • Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word‐ of‐mouth via consumer‐opinion platforms: What motivates con- sumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
  • Hinton, P. R., McMurray, I., & Brownlow, C. (2004). SPSS explained. Routledge.
  • Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
  • Hovland, C. I. (1951). Changes in attitude through communication. The Journal of Abnormal and Social Psychology, 46(3), 424.
  • Huang, M. H., & Yu, S. (1999). Are consumers inherently or situationally brand loyal?—A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychology & Marketing, 16(6), 523-544.
  • Huang, M., Cai, F., Tsang, A.S.L. & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing. 45(7/8). 1277- 1297.
  • Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer's information adoption. Computers in Human Behavior, 66, 96-102.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
  • Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research: Electronic Networking Applications and Policy, 22(5), 591-612.
  • Jo, Y., & Oh, A. H. (2011). Aspect and sentiment unification model for online review analysis. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 815-824).
  • Katz, E. and Lazarsfeld, P. (1955) Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: Free Press.
  • Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
  • Kotler, P., & Keller, K. L. (2009). Marketing management (13th end). New Jersey.
  • Lake, C. (2013). 10 Customer Experience Soundbites from Jeff Bezos. https://econsultancy.com/10-customer-experience-soundbites-from-jeff-bezos/.
  • Lefton, T. (1993). Del Monte puts house on the market to cross-sell brands. Brandweek, 34(48), 34-34.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
  • Malhotra Naresh, K. (2009). Marketing Research: An Applied Orientation. Business Research Methods” ICFAI Publications.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model Of Organizational Trust. Academy of Management Review, 20(3), 709–734.
  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
  • Nakip, M., & Yaraş, E. (2016). SPSS uygulamalı pazarlama araştırmalarına giriş. Ankara: Seçkin Yayıncılık.
  • Nielsen (2012) Consumer Trust in Online, Social and Mobile Advertising Grows. https://retelur.files.wordpress.com/2007/10/global-trust-in-advertising-2012.pdf
  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer, New York, NY.
  • Pitta, D. A., & Fowler, D. (2005). Internet community forums: an untapped resource for consumer marketers. Journal of Consumer Marketing, 22(5), 265-274.
  • Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
  • Rempel, J.K., Holmes, J.G. and Zanna, M.P. (1985), Trust in close relationships. Journal of Personality and Social Psychology, Vol. 49 No. 1, pp. 95-112.
  • Richmond, R. (2007). Why so many want to create Facebook applications. The Wall Street Journal Online. http://online.wsj.com/article/NA_WSJ_PUB:SB118886348147516379.html
  • Ruparelia, N., White, L., & Hughes, K. (2010). Drivers of brand trust in internet retailing. Journal of Product & Brand Management, 19(4), 250-260.
  • SemRush (2018) Türkiye'nin 2018 e-ticaret trendleri: https://www.haberturk.com/iste-turkiye-nin-2018-e-ticaret-trendleri-2100775-ekonomi.
  • Sheinin, D. A., Varki, S., & Ashley, C. (2011). The differential effect of ad novelty and message usefulness on brand judgments. Journal of Advertising, 40(3), 5-18.
  • Sobel, Michael E., (1982), “Asymptotic Confidence Intervals for Indirect Effects in Structural Equations Models”, In S. Leinhart (Ed.), Sociological methodology, Vol.13, 290-312.
  • Stern, B. (1994) A revised model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising 23(2), 5–16.
  • Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of consumer research, 30(1), 92-104.
  • Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
  • Tucker, W. T. (1964) The Development of Brand Loyalty. Journal of Marketing Research, 32-35.
  • Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of product & brand management, 9(1), 6-20.
  • Watts, S. A., & Zhang, W. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 3.
  • We are Social (2018). Digital in 2018: World’s internet users pass the 4 billion mark. https://wearesocial.com/blog/2018/01/global-digital-report-2018
  • Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of services marketing, 20(6), 381-390

The Effect of Electronic Word of Mouth on Brand Loyalty through Brand Trust within the Scope of Information Adoption Model: A Research on Online Consumers

Yıl 2020, , 163 - 197, 27.06.2020

Dilara Erşen , Nevin Karabıyık Yerden , Mehmet Öztek

https://doi.org/10.16878/gsuilet.696855

Öz

The criteria evaluated in the adoption of information vary from person to person. Therefore, in the electronic word of mouth (eWOM) concept which is examined by the information adoption model: information comprehensiveness, information relevance, information usefulness, source trustworthy, and homophily dimensions come into prominence. In this context, the perception and adoption criteria of customer reviews on online shopping sites, which are covered by eWOM, affect consumers’ brand attitudes. In a highly competitive market environment, organizations aim to stand out among competitors by creating brand loyalty and brand trust. In line with this information, in the study, the mediating role of brand trust in the relationship between eWOM and brand loyalty was researched. In this research, the questionnaire technique, one of the quantitative research methods, was used. The research model was tested empirically, using a sample of 401 respondents who does Internet shopping from solely online shopping websites. Respectively reliability analysis, factor analysis, regression analysis, and Sobel Test were applied to the variables in the research. According to the analyses, eWOM has a positive effect on brand loyalty through a brand trust has found. Additionally, it has found that information comprehensiveness, which is one of the dimensions of eWOM, has more effect on brand loyalty and brand trust than other dimensions.

Anahtar Kelimeler

Electronic word of mouth brand trust brand loyalty online consumer reviews

Kaynakça

  • Alam, S. S., & Yasin, N. M. (2010). The antecedents of online brand trust: Malaysian evidence. Journal of Business Economics and Management, 11(2), 210-226.
  • Alonzo, V. (1994). 'Til Death Do Us Part: Just getting the sale isn't enough for today's marketers; they're looking for lifelong relationships. INCENTIVE-NEW YORK-, 168, 37-37.
  • Andaleeb, S. S. (1992). The trust concept: research issues for channels of distribution. Research in marketing, 11(1), 1-34.
  • 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.
  • BIV (2017) Word of mouth is marketing’s way of the future in a digital world. https://biv.com/article/2017/04/word-mouth-marketings-way-future-digital-world.
  • Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
  • Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., ... & Carl, W. (2013). Beyond traditional word-of-mouth: an expanded model of customer-driven influence. Journal of Service Management, 24(3), 294-313.
  • BrightLocal (2018). Local Customer Review Survey. https://www.brightlocal.com/learn/local-consumer-review-survey/#local-business- review-habits.
  • Brody, R. P., & Cunningham, S. M. (1968). Personality variables and the consumer decision process. Journal of Marketing Research, 5(1), 50-57.
  • Brown, G. H. (1953). Brand Loyalty-fact of fiction. Trademark Rep., 43, 251.
  • Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752-766.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  • Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.
  • Cheung, C. M., Lee, M. K., & 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.
  • Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of management information systems, 23(2), 149-171.
  • Copeland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard business review, 1(3), 282-289.
  • Czepiel, J., & Rosenberg, L. (1983). A marketing approach for consumer retention. Journal of Consumer Marketing, 1(1), 45-51.
  • Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Day, G.S. (1969). A two-dimensional concept to brand loyalty. Journal of Advertising Research, Vol. 9 No. 3, pp. 29-35.
  • Delgado-Ballester, E., & Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
  • Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
  • Doll, W.J. and Torkzadeh, G. (1988). The Measurement of End-User Computing Satisfaction, MIS Quarterly, 12 (2), 259-274.
  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
  • Farley, J. U. (1963). Testing a theory of brand loyalty. Proceedings of the American Marketing Association, December, 298-306.
  • Ferris-Costa, K. (2011). eWOM via mavens, buzz agents, and followers. University of Rhode Island.
  • Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
  • Frank, R. E., Massy, W. F., & Morrison, D. G. (1965). Bias in multiple discriminant analysis. Journal of Marketing Research, 2(3), 250-258.
  • Gilmore, F., & Dumont, S. (2003). Brand warriors China: Creating sustainable brand capital. Profile Books (GB).
  • Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.x
  • Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word‐ of‐mouth via consumer‐opinion platforms: What motivates con- sumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
  • Hinton, P. R., McMurray, I., & Brownlow, C. (2004). SPSS explained. Routledge.
  • Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
  • Hovland, C. I. (1951). Changes in attitude through communication. The Journal of Abnormal and Social Psychology, 46(3), 424.
  • Huang, M. H., & Yu, S. (1999). Are consumers inherently or situationally brand loyal?—A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychology & Marketing, 16(6), 523-544.
  • Huang, M., Cai, F., Tsang, A.S.L. & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing. 45(7/8). 1277- 1297.
  • Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer's information adoption. Computers in Human Behavior, 66, 96-102.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
  • Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research: Electronic Networking Applications and Policy, 22(5), 591-612.
  • Jo, Y., & Oh, A. H. (2011). Aspect and sentiment unification model for online review analysis. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 815-824).
  • Katz, E. and Lazarsfeld, P. (1955) Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: Free Press.
  • Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
  • Kotler, P., & Keller, K. L. (2009). Marketing management (13th end). New Jersey.
  • Lake, C. (2013). 10 Customer Experience Soundbites from Jeff Bezos. https://econsultancy.com/10-customer-experience-soundbites-from-jeff-bezos/.
  • Lefton, T. (1993). Del Monte puts house on the market to cross-sell brands. Brandweek, 34(48), 34-34.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
  • Malhotra Naresh, K. (2009). Marketing Research: An Applied Orientation. Business Research Methods” ICFAI Publications.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model Of Organizational Trust. Academy of Management Review, 20(3), 709–734.
  • Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
  • Nakip, M., & Yaraş, E. (2016). SPSS uygulamalı pazarlama araştırmalarına giriş. Ankara: Seçkin Yayıncılık.
  • Nielsen (2012) Consumer Trust in Online, Social and Mobile Advertising Grows. https://retelur.files.wordpress.com/2007/10/global-trust-in-advertising-2012.pdf
  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer, New York, NY.
  • Pitta, D. A., & Fowler, D. (2005). Internet community forums: an untapped resource for consumer marketers. Journal of Consumer Marketing, 22(5), 265-274.
  • Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
  • Rempel, J.K., Holmes, J.G. and Zanna, M.P. (1985), Trust in close relationships. Journal of Personality and Social Psychology, Vol. 49 No. 1, pp. 95-112.
  • Richmond, R. (2007). Why so many want to create Facebook applications. The Wall Street Journal Online. http://online.wsj.com/article/NA_WSJ_PUB:SB118886348147516379.html
  • Ruparelia, N., White, L., & Hughes, K. (2010). Drivers of brand trust in internet retailing. Journal of Product & Brand Management, 19(4), 250-260.
  • SemRush (2018) Türkiye'nin 2018 e-ticaret trendleri: https://www.haberturk.com/iste-turkiye-nin-2018-e-ticaret-trendleri-2100775-ekonomi.
  • Sheinin, D. A., Varki, S., & Ashley, C. (2011). The differential effect of ad novelty and message usefulness on brand judgments. Journal of Advertising, 40(3), 5-18.
  • Sobel, Michael E., (1982), “Asymptotic Confidence Intervals for Indirect Effects in Structural Equations Models”, In S. Leinhart (Ed.), Sociological methodology, Vol.13, 290-312.
  • Stern, B. (1994) A revised model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising 23(2), 5–16.
  • Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of consumer research, 30(1), 92-104.
  • Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
  • Tucker, W. T. (1964) The Development of Brand Loyalty. Journal of Marketing Research, 32-35.
  • Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of product & brand management, 9(1), 6-20.
  • Watts, S. A., & Zhang, W. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 3.
  • We are Social (2018). Digital in 2018: World’s internet users pass the 4 billion mark. https://wearesocial.com/blog/2018/01/global-digital-report-2018
  • Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of services marketing, 20(6), 381-390

Bilgi Benimseme Modeli Kapsamında Elektronik Ağızdan Ağıza Pazarlamanın Marka Güveni Aracılığı ile Marka Sadakatine Etkisi ve Çevrimiçi Tüketiciler Üzerine Bir Araştırma

Yıl 2020, , 163 - 197, 27.06.2020

Dilara Erşen , Nevin Karabıyık Yerden , Mehmet Öztek

https://doi.org/10.16878/gsuilet.696855

Öz

Tüketicilere ulaşan bilgilerin yorumlanmasında değerlendirilen kriterler kişiden kişiye farklılık göstermektedir. Bu sebeple bilgi benimseme modeline göre incelenen elektronik ağızdan ağıza pazarlamada (EAAP), bilgi kapsamlılığı, bilgi ilgi düzeyi, bilgi kullanışlılığı, kaynak güvenilirliği ve kaynakla olan demografik benzerlik boyutları ön plana çıkmaktadır. EAAP’nin kapsamına giren çevrimiçi alışveriş sitelerindeki tüketici yorumlarının algılanma ve benimsenme kriterleri, tüketicilerin markalara karşı tutumlarını etkilemektedir. Rekabetin yoğun olduğu pazar ortamında işletmeler, marka sadakati ve marka güveni yaratarak rakiplerinden farklılaşmayı amaçlamaktadır. Dolayısıyla çalışmada, çevrimiçi alışveriş sitelerinde EAAP’nin marka sadakati ile ilişkisinde, marka güveninin aracı rolü incelenmektedir. Araştırmada, nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırma modeli, yalnızca çevrimiçi alışveriş sitelerinden alışveriş yapan 401 kişilik örneklem üzerinde test edilmiştir. Analiz kısmında değişkenlere sırasıyla güvenilirlik, faktör, regresyon analizi ve Sobel Testi uygulanmıştır. Yapılan analizler doğrultusunda EAAP ile marka sadakati arasında pozitif bir ilişkinin varlığına; bu ilişkide marka güveninin aracı etkiye sahip olduğuna ve bilgi kapsamlılığının diğer EAAP boyutlarına kıyasla, ana değişkenleri en yüksek oranda etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Elektronik ağızdan ağıza pazarlama Marka güveni Marka sadakati Çevrimiçi müşteri yorumları

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Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Dilara Erşen 0000-0003-1210-1426

Nevin Karabıyık Yerden 0000-0003-1114-2672

Mehmet Öztek 0000-0002-1129-5145

Yayımlanma Tarihi 27 Haziran 2020
Kabul Tarihi 17 Haziran 2020
Yayımlandığı Sayı Yıl 2020

Kaynak Göster

APA Erşen, D., Karabıyık Yerden, N., & Öztek, M. (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. https://doi.org/10.16878/gsuilet.696855

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