Vol. 8 No. 4 (2020): Business & Management Studies: An International Journal
Articles

DETERMINATION OF EWOM EFFECT IN CONSUMERS' ONLINE PURCHASE DECISION

PDF (Türkçe)
  • Sabiha KILIÇ,
  • Kübra Müge ÇAKARÖZ,
  • Funda CİVEK
Sabiha KILIÇ
Prof. Dr., Hitit University
Kübra Müge ÇAKARÖZ
Asisst. Prof. Dr., Hitit University
Funda CİVEK
Phd. Student, Hitit University
DOI: https://doi.org/10.15295/bmij.v8i4.1713

Published 2020-12-10

Keywords

  • eWOM, eWOM Alt Boyutları, Online Satın Alma
  • eWOM eWOM Subdimensions Online Purchase

How to Cite

KILIÇ, S., ÇAKARÖZ, K. M. ., & CİVEK, F. (2020). DETERMINATION OF EWOM EFFECT IN CONSUMERS’ ONLINE PURCHASE DECISION. Business & Management Studies: An International Journal, 8(4), 177–203. https://doi.org/10.15295/bmij.v8i4.1713
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

  1. LITERATURE
    • RESEARCH SUBJECT

The subject of the study is the concept of eWOM (Electronic Word of mouth Marketing). E-WOM can be defined as spreading information through more than one individual, online word-of-mouth communication (Koçak, 2017, p. 27). eWOM motivations are categorized under five headings; It is in the form of "Obtaining Information on Purchasing, Social Orientation Through Information, Community Membership, Economic Incentive, Getting Information About The Product" (Henning, Thurau & Walsh, 2003).

  • Acquiring Information About Purchasing: Consumers can reduce risks and the research process by reading explanations written in online communities and by taking advantage of other consumers' ideas related to the product to be purchased (Aydın, 2014, p. 88).
  • Social Orientation through Information: Consumers will be able to take measures against problems that may occur when they decide to purchase a product or when they think about it, thanks to unbiased and unbiased information approved in consumer evaluations (Koçyiğit and Çakırkaya, 2019, p.6).
  • Community Membership: A sense of belonging to a virtual community is beneficial for integration into processes in online communities (Hennig-Thurau et al., 2004, p. 42).
  • Economic Incentive: Consumers have the opportunity to keep the cost and benefit they obtain from the products and services they buy with the online experiences they read about the products and services at the highest level (Aydın, 2014, p. 90).
  • Obtaining Information about the Product: Consumers can obtain information about new products, learn how to consume them, or find solutions to their problems related to product use through the comments of other consumers on the eWOM environment through the information they obtain from the eWOM environment (Godes et al., 2005 as cited in Koçyiğit and Çakırkaya, 2019, p.7).
    • RESEARCH PURPOSE AND IMPORTANCE

The increase of eWOM effect depending on the consumers' shopping habits on online platforms and the determination of the eWOM effect level on the online purchase decision in this study constitute the importance of the study. The primary purpose of the study is to determine the effect of eWOM on the online purchasing decision of consumers and also to determine whether the online shopping habits differ according to the demographic characteristics of the consumers and the relationship between the online shopping habits and the eWOM effect level.

 

  • CONTRIBUTION of the ARTICLE to the LITERATURE

In the studies examined in the literature review, the connections such as the appropriateness of online messages, the importance of the comments, the reliability of the comments, and whether the perceptions made online differ by gender were emphasized.

The study contributes to domestic and foreign literature by examining the relationship between electronic word of mouth and online purchasing decision and determining the eWOM sub-dimensions that are effective in online purchasing decisions.

  1. DESIGN AND METHOD

The study is a research article examining the relationship between electronic word of mouth and online purchasing decision. Answers were sought for the hypotheses created in line with the aims of the research. The data used in the study were obtained by questionnaire technique. The data obtained were analyzed with the SPSS 23 package program. Independent Sample T-Test, One-Way ANOVA, Correlation and Regression analyzes were used to analyze the data. The conceptual model of the study designed within the scope of the aim and basic assumptions of the study is summarized as follows.

Demographic characteristics

eWOM Impact Level

Online Purchase Decision

Online Shopping Levels

 

 

 

 

 

 

                                                                                                                            (Indirect Impact)

 

 

 

 

 

 

 

 

The hypotheses developed within the scope of the study purpose and model are listed below.

H1: There is a difference in online shopping habits according to the demographic characteristics of consumers.

H1a: There is a difference in the online shopping habits of consumers according to their gender.

H1b: There is a difference in the online shopping habits of consumers according to their ages.

H1c: There is a difference in online shopping habits according to the marital status of consumers.

H1d: There is a difference between the online shopping habits of the consumers according to their education level.

H1e: There is a difference in online shopping habits according to the income level of the consumers.

H2: There is a relationship between the online shopping habits of consumers and their eWOM effect levels.

H3: The level of perception of eWOM has an impact on online purchasing decisions of consumers.

  1. FINDINGS AND DISCUSSION                               

It is seen that 40.2% of the participants in the study are female (n = 163) and 59.8% are male (n = 242). It was determined that approximately 85% of the participants were under the age of 35 (n = 345) and 86% were at least undergraduate or graduated education (n = 315). When the marital status of the participants is examined, it is seen that 78.3% are single (n = 317) and 22% are married (n = 88). It was found that 84% of the participants had a monthly income of less than 4,500 TL.

When the level of online shopping of the participants was examined, it was stated that 66% of the participants used mobile applications belonging to shopping sites (n = 269) and 34% did not use mobile applications (n ​​= 136). It is seen that approximately 54% of the participants do electronic shopping at least once a month (n = 218). It is seen that the top three shopping platforms preferred by the participants when shopping online are the brands' shopping sites, Trendyol and n11.com, respectively.

The findings obtained from the hypotheses determined in line with the scope, purpose and hypothesis of the study are as follows: The sub-hypotheses examined according to the H1 hypothesis are as follows: The online shopping habits of consumers according to their gender, age, marital status, educational status and income status were analyzed with the Independent Sample T-test. a difference was determined at the significance level of p <0.05. Pearson Correlation Coefficient results of H2 hypothesis. At the p <0.001 significance level, there is a significant relationship between the online shopping habits of consumers and the sub-dimensions of the eWOM effect level. According to the results of the Regression Analysis of the H3 hypothesis; It is concluded that there is a significant relationship between eWOM effect level and online purchasing decision (p = 0.000).

  1. CONCLUSION, RECOMMENDATION AND LIMITATIONS

Electronic word of mouth marketing is thought to be important for both consumers and businesses. As a result of user comments and evaluations, consumers can access accurate information about products, learn about economically suitable and quality products, and make purchasing decisions by saving space and time costs. Businesses, on the other hand, can attract the attention of potential customers and gain their trust by sharing the positive experiences of users and giving high scores in product and brand evaluations. It can also be said that positive electronic word of mouth marketing contributes to the promotion activities of businesses.

In the studies conducted in the literature review, in general, the relevance of online messages, the importance of the comments, the reliability of the comments, and whether the perceptions made online differ according to gender was emphasized. This study has a unique value in terms of examining the relationship between electronic word of mouth and online purchasing decision and determining the eWOM sub-dimensions that are effective in the online purchasing decision.

In the study, online purchasing behaviour is generally discussed. However, in future studies, eWOM impact level can be examined based on sectoral and online platforms.

 

 

PDF (Türkçe)

Downloads

Download data is not yet available.

References

  1. Abdulmanafov, T. (2018). Elektronik ağızdan ağıza pazarlamanın tüketici satın alma niyetine etkisi: Elektronik eşya sektörü örneği. Yüksek Lisans Tezi. Sakarya Üniversitesi İşletme Enstitüsü, Sakarya.
  2. Aktan, E. (2015). Yeni ekonomik sistemde elektronik pazarlama. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(38), 122-142.
  3. Aydın, B. O. (2014). Elektronik ağızdan ağıza iletişim ve turistlerin destinasyon tercihleri: Konya örneği. Doktora Tezi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
  4. Bae, S. and Lee, T. (2011). Gender differences in consumers’ perception of online consumer reviews. Electronic Commerce Research, 11(2), 201-214.
  5. Bailey, A. A. (2005). Consumer awarenessanduse of productreviewwebsites. Journal of Interactive Advertising, 6(1), 68-81. https://doi.org/10.1080/15252019.2005.10722109
  6. Başkaya, H. C. (2010). Tüketicilerin teknolojik ürünlere yönelik on-line fikir ve değerlendirmelerinin (eWOM) analizi. Yüksek Lisans Tezi. Uludağ Üniversitesi Sosyal Bilimler Enstitüsü, Bursa.
  7. Bhandari, M. and Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase ıntentions. International Journal of Advertising, 37(1), 125-141. https://doi.org/10.1080/02650487.2017.1349030
  8. Bircan, B. (2019). Dijital pazarlamada internet reklamcılığının marka bilinirliğine etkisi üzerine bir araştırma: Google adwords. Yüksek Lisans Tezi. Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  9. Bulunmaz, B. (2016). Gelişen teknolojiyle birlikte değişen pazarlama yöntemleri ve dijital pazarlama. Trt Akademi, 1(2), 348-365.
  10. Çetin, K. (2016). Kadın tüketicilerin giysi satın alma davranışları ve marka bağımlılığı. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2(2), 22-40.
  11. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424. https://doi.org/10.1287/mnsc.49.10.1407.17308
  12. Duan, W., Gu, B., and Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—an empirical ınvestigation of the movie ındustry. Journal of Retailing, 84(2), 233-242. https://doi.org/10.1016/j.jretai.2008.04.005
  13. Goldsmith, R. E. and Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14. https://doi.org/10.1080/15252019.2006.10722114
  14. Hair, J.F.,Anderson,R.E., Tatham, R.L. and Black, W.C., (1998). Multivariate data analysis. Englewood Cliffs, NJ: PrenticeHall.
  15. Helm, S. (2000). Viral marketing-establishing customer relationships by'word-of-mouse'. Electronic Markets, 10(3), 158-161.
  16. Hennig-Thurau, T.,Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). Electronic word-of-mouthviaconsumer-opinionplatforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  17. Hennig-Thurau, T.and Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the internet. International Journal Of Electronic Commerce, 8(2), 51-74. https://doi.org/10.1080/10864415.2003.11044293
  18. Ho, J. Y. and Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. https://doi.org/10.1016/j.jbusres.2008.08.010
  19. http://www.tuik.gov.tr/PreHaberBultenleri.do?id=27819
  20. Hung, K. H. and Li, S. Y. (2007). Theinfluence of ewom on virtual consumer communities: Socialcapital, consumerlearning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. https://doi.org /10.2501 / S002184990707050X
  21. Islam, J. U. and Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58. https://doi.org/10.1080/15332861.2015.1124008
  22. Koçak, B. B.(2017). Havayolu sektöründe elektronik ağızdan ağıza iletişime (eWOM) yönelik bir derleme. Journal of Aviation, 1(1), 26-31.
  23. Koçyiğit, M. ve Çakırkaya, M. (2019). Dijital pazarlama iletişimi bağlamında eWOM arama motivasyonları ile online kurumsal imaj algısı arasındaki ilişkiyi tespit etmeye yönelik bir araştırma. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 12(1), 1-21. https://doi.org/10.18094/josc.456820
  24. Lee, K. T. and Koo, D. M. (2012). Effects of attribute and valence of e-wom on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984. https://doi.org/10.1016/j.chb.2012.05.018
  25. Luo, Q. and Zhong, D. (2015). Using social network analysis to explain communication characteristics of travel-relatedelectronic word-of-mouth on social networking sites. Tourism Management, 46, 274-282. https://doi.org/10.1016/j.tourman.2014.07.007
  26. Müderrisoğlu, F. (2009). Tüketici satın alma kararını etkileyen faktörler ve ailede satın alma kararının verilmesi: Pilot bir araştırma. Yüksek Lisans Tezi. Beykent Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  27. Özaslan, Y. (2014). Negatif ağızdan ağıza iletişim (Wom) ve elektronik ağızdan ağıza iletişim (E-Wom): yiyecek-içecek işletmelerine yönelik bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(3).
  28. Özbük, M. Y., ve Aksoy, Ş. (2017). Elektronik ağızdan ağıza iletişimin pazarlama literatüründeki önemi. Akdeniz Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(35), 81-100.
  29. Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., and Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(4), 333-348. https://doi.org/10.1017 / S0021849904040371
  30. Reichelt, J.,Sievert, J., and Jacob, F. (2014). How credibility affects eWOM reading: Theinfluences of expertise, trust worthiness, andsimilarity on utilitarian and socialfunctions. Journal of Marketing Communications, 20(1-2), 65-81. https://doi.org/10.1080/13527266.2013.797758
  31. Senecal, S. and Nantel, J. (2004). Theinfluence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169. https://doi.org/10.1016/j.jretai.2004.04.001
  32. Tağıyev, R. (2005). E-ticaret ve internet üzerinden pazarlama. Yüksek Lisans Tezi. Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  33. Temizkan, Ö. G. V., Nart, S., ve Altunışık, R. (2016). Akıllı telefon kullanımının satın alma kararına etkisinde algılanan risk ve risk azaltma stratejilerinin rolü. Bartın Üniversitesi İ.İ.B.F Dergisi, 7(13), 250-273.
  34. Tham, A.,Croy, G. and Mair, J. (2013). Social media in destination choice: distinctive electronic word-of-mouth dimensions. Journal of Travel &Tourism Marketing, 30(1-2), 144-155. https://doi.org/10.1080/10548408.2013.751272
  35. Wen, H. (2011). Development of Personalized online systems for web search, recommendations, and e-commerce. Development, 1, 1-2011.
  36. Zhang, T., AboundOmran, B., and Cobanoglu, C. (2017). Generation Y’ spositive and negative eWOM: Use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732-761. https://doi.org/10.1108/IJCHM-10-2015-0611