The Effect of Perceived Value, Trust and Promotion on Electronic Word-of-Mouth Marketing: A Study on Online Food Ordering

İbrahim Avcı

Makale detayları

The Effect of Perceived Value, Trust and Promotion on Electronic Word-of-Mouth Marketing: A Study on Online Food Ordering

Yazarlar:

İbrahim Avcı

Yayıncı:

Selcuk University

Ana Başlıklar:

Pazarlama İletişimi | Pazarlama (Diğer)

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 53, pp.335-351

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316798

pISSN:

2667-4750

Anahtar kelimeler:

Özet:

 Changing consumer behaviors are also reflected in food consumption and today consumers have started to order food over the internet. Consumers can place their food orders through the websites and mobile applications of businesses that offer online food ordering services. The purpose of this study is to reveal the effect of perceived value, trust and promotion by consumers who have ordered food through websites or mobile applications on electronic word-of-mouth marketing behavior. In the research where the quantitative research method was preferred, the survey technique was employed and the data was gathered via convenience sampling method, one of the non-random sample methods. For this purpose, data were collected online in November-December 2023 from consumers who had previously ordered food online. The data obtained were analyzed with SPSS 25 and AMOS 24 statistical package programs. As a result of the analysis, it was determined that perceived value, trust and promotion of online food ordering websites and mobile applications have positive and significant effects on electronic word-of-mouth marketing behavior. The results obtained provide important contributions both theoretically and practically.

 Changing consumer behaviors are also reflected in food consumption and today consumers have started to order food over the internet. Consumers can place their food orders through the websites and mobile applications of businesses that offer online food ordering services. The purpose of this study is to reveal the effect of perceived value, trust and promotion by consumers who have ordered food through websites or mobile applications on electronic word-of-mouth marketing behavior. In the research where the quantitative research method was preferred, the survey technique was employed and the data was gathered via convenience sampling method, one of the non-random sample methods. For this purpose, data were collected online in November-December 2023 from consumers who had previously ordered food online. The data obtained were analyzed with SPSS 25 and AMOS 24 statistical package programs. As a result of the analysis, it was determined that perceived value, trust and promotion of online food ordering websites and mobile applications have positive and significant effects on electronic word-of-mouth marketing behavior. The results obtained provide important contributions both theoretically and practically.

 Changing consumer behaviors are also reflected in food consumption and today consumers have started to order food over the internet. Consumers can place their food orders through the websites and mobile applications of businesses that offer online food ordering services. The purpose of this study is to reveal the effect of perceived value, trust and promotion by consumers who have ordered food through websites or mobile applications on electronic word-of-mouth marketing behavior. In the research where the quantitative research method was preferred, the survey technique was employed and the data was gathered via convenience sampling method, one of the non-random sample methods. For this purpose, data were collected online in November-December 2023 from consumers who had previously ordered food online. The data obtained were analyzed with SPSS 25 and AMOS 24 statistical package programs. As a result of the analysis, it was determined that perceived value, trust and promotion of online food ordering websites and mobile applications have positive and significant effects on electronic word-of-mouth marketing behavior. The results obtained provide important contributions both theoretically and practically.

 Değişen tüketici davranışları yemek tüketimine de yansımış ve günümüzde tüketiciler internet üzerinden yemek siparişi vermeye başlamıştır. Tüketiciler yemek siparişlerini, online yemek sipariş hizmeti sunan işletmelerin web sitesi ve mobil uygulamaları üzerinden verebilmektedir. Araştırmanın amacı web sitesi ya da mobil uygulamalar üzerinden yemek siparişi vermiş olan tüketicilerin algıladıkları değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerindeki etkisini ortaya çıkarmaktır. Nicel araştırma yönteminin tercih edildiği araştırmada, anket tekniği kullanılmış ve veriler tesadüfi olmayan örneklem yöntemlerinden kolayda örneklem yöntemi ile elde edilmiştir. Bu doğrultuda veriler daha önce online yemek siparişi vermiş olan tüketicilerden Kasım-Aralık 2023 aylarında online olarak toplanmıştır. Elde edilen veriler SPSS 25 ve AMOS 24 istatistik paket programları ile analiz edilmiştir. Yapılan analiz sonucunda online yemek siparişi hizmeti sunan web sitesi ve mobil uygulamalarla ilgili algılanan değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerinde pozitif yönde anlamlı etkilerinin olduğu belirlenmiştir. Elde edilen sonuçlar hem teorik hem de uygulamaya yönelik önemli katkılar sağlamaktadır.

Makale detayları

The Effect of Perceived Value, Trust and Promotion on Electronic Word-of-Mouth Marketing: A Study on Online Food Ordering

Yazarlar:

İbrahim Avcı

Yayıncı:

Selcuk University

Ana Başlıklar:

Pazarlama İletişimi | Pazarlama (Diğer)

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 53, pp.335-351

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316798

pISSN:

2667-4750

Perceived Value

Trust

Promotion

E-Womm

Online Food OrderingAlgılanan Değer

Güven

Promosyon

E-Womm

Online Yemek Siparişi

Sayı

Makale detayları

Yazarlar: İbrahim Avcı

Yayıncı: Selcuk University

Ana Başlıklar: Pazarlama İletişimi | Pazarlama (Diğer)

Dergi: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 53, pp.335-351

Belge Tipi: Makale

Yayın Tarihi: 4/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001316798

pISSN: 2667-4750

Sayı

Yazarlar:

İbrahim Avcı

Yayıncı:

Selcuk University

Ana Başlıklar:

Pazarlama İletişimi | Pazarlama (Diğer)

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 53, pp.335-351

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316798

pISSN:

2667-4750