The Effect of E-Wom on Repurchase Intention

V. Özlem Akgün; Hulusi Can Altay

Makale detayları

The Effect of E-Wom on Repurchase Intention

Yazarlar:

V. Özlem Akgün | Hulusi Can Altay

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 54, pp.470-488

Belge Tipi:

Makale

Yayın Tarihi:

8/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001326019

pISSN:

2667-4750

Anahtar kelimeler:

Özet:

 E-Wom electronic word of mouth communication is a marketing tool that allows customers to make recommendations to each other and share their experiences about a good or service. A marketing activity carried out with E-Wom can increase customer satisfaction and strengthen repurchase intention. The purpose of this study is to reveal the effect of E-Wom on repurchase intention through an empirical research. Within the scope of the study, basic concepts such as E-Wom and repurchase intention were discussed from a theoretical perspective, and some studies in the national and international literature on the subject were mentioned. In the application part of the study, the analysis and interpretations of the survey data conducted with 394 people using online shopping sites in Konya were mentioned. The statistical data obtained shows that there is a positive and moderate relationship between E-Wom and repurchase intention. In addition, it was found that giving opinions and conveying opinions, which are the sub-variables of E-Wom, do not affect the repurchase intention, but the sub-variable of receiving opinions has an effect on the repurchase intention.

 E-Wom electronic word of mouth communication is a marketing tool that allows customers to make recommendations to each other and share their experiences about a good or service. A marketing activity carried out with E-Wom can increase customer satisfaction and strengthen repurchase intention. The purpose of this study is to reveal the effect of E-Wom on repurchase intention through an empirical research. Within the scope of the study, basic concepts such as E-Wom and repurchase intention were discussed from a theoretical perspective, and some studies in the national and international literature on the subject were mentioned. In the application part of the study, the analysis and interpretations of the survey data conducted with 394 people using online shopping sites in Konya were mentioned. The statistical data obtained shows that there is a positive and moderate relationship between E-Wom and repurchase intention. In addition, it was found that giving opinions and conveying opinions, which are the sub-variables of E-Wom, do not affect the repurchase intention, but the sub-variable of receiving opinions has an effect on the repurchase intention.

 E-Wom electronic word of mouth communication is a marketing tool that allows customers to make recommendations to each other and share their experiences about a good or service. A marketing activity carried out with E-Wom can increase customer satisfaction and strengthen repurchase intention. The purpose of this study is to reveal the effect of E-Wom on repurchase intention through an empirical research. Within the scope of the study, basic concepts such as E-Wom and repurchase intention were discussed from a theoretical perspective, and some studies in the national and international literature on the subject were mentioned. In the application part of the study, the analysis and interpretations of the survey data conducted with 394 people using online shopping sites in Konya were mentioned. The statistical data obtained shows that there is a positive and moderate relationship between E-Wom and repurchase intention. In addition, it was found that giving opinions and conveying opinions, which are the sub-variables of E-Wom, do not affect the repurchase intention, but the sub-variable of receiving opinions has an effect on the repurchase intention.

 E-Wom elektronik ağızdan ağıza iletişim, müşterilerin bir mal ya da hizmetle ilgili birbirlerine önerilerde bulunmasını ve deneyimlerini paylaşmasını sağlayan bir pazarlama aracıdır. E-Wom ile gerçekleştirilen bir pazarlama faaliyeti, müşteri memnuniyetini artırabilmekte ve tekrar satın alma niyetini güçlendirebilmektedir. Yapılan bu çalışmanın amacı; E-Womun, tekrar satın alma niyetine olan etkisinin ampirik bir araştırma ile ortaya konulmasıdır. Çalışma kapsamında E-Wom ve tekrar satın alma niyeti gibi temel kavramlar teorik bir bakış açısıyla ele alınmış, konuyla ilgili ulusal ve uluslararası literatürde yer alan bazı çalışmalara değinilmiştir. Çalışmanın uygulama bölümünde ise Konya ilinde online alışveriş sitesi kullanan 394 kişiyle gerçekleştirilen anket verilerinin, analiz ve yorumlarına yer verilmiştir. Elde edilen istatistiksel veriler, E-Wom ve tekrar satın alma niyeti arasında pozitif ve orta düzeyde bir ilişki olduğunu göstermektedir. Ayrıca E-Womun alt değişkenleri olan görüş verme ve görüş aktarmanın tekrar satın alma niyetini etkilemediği, görüş alma alt değişkenin ise tekrar satın alma niyeti üzerinde bir etkisinin olduğu bulgusu elde edilmiştir.

Makale detayları

The Effect of E-Wom on Repurchase Intention

Yazarlar:

V. Özlem Akgün | Hulusi Can Altay

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 54, pp.470-488

Belge Tipi:

Makale

Yayın Tarihi:

8/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001326019

pISSN:

2667-4750

E-Wom

Electronic Word of Mouth

Electronic Word of Mouth Marketing

Repurchase Intention

ConsumerE-Wom

Elektronik Ağızdan Ağıza İletişim

Elektronik Ağızdan Ağıza Pazarlama

Tekrar Satın Alma Niyeti

Tüketici

Sayı

Makale detayları

Yazarlar: V. Özlem Akgün | Hulusi Can Altay

Yayıncı: Selcuk University

Ana Başlıklar: Dijital Pazarlama

Dergi: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 54, pp.470-488

Belge Tipi: Makale

Yayın Tarihi: 8/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001326019

pISSN: 2667-4750

Sayı

Yazarlar:

V. Özlem Akgün | Hulusi Can Altay

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 54, pp.470-488

Belge Tipi:

Makale

Yayın Tarihi:

8/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001326019

pISSN:

2667-4750