A RESEARCH ON THE ROLE OF ELECTRONIC WORD OF MOUTH MARKETING IN THE EFFECT OF LUXURY CONSUMPTION MOTIVATION ON PURCHASING INTENTION CONSUMPTION MARKETING

Büşra Meydan; Mustafa Zihni Tunca

Makale detayları

A RESEARCH ON THE ROLE OF ELECTRONIC WORD OF MOUTH MARKETING IN THE EFFECT OF LUXURY CONSUMPTION MOTIVATION ON PURCHASING INTENTION CONSUMPTION MARKETING

Yazarlar:

Büşra Meydan | Mustafa Zihni Tunca

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

İnternet | Günlük Yaşam ve Tüketim

Dergi:

Oğuzhan Sosyal Bilimler Dergisi Vol.6 Issue 1, pp.1-22

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321674

pISSN:

2687-5845

Anahtar kelimeler:

Özet:

 Individuals consume luxury products for reasons such as experiential, symbolic and emotional meanings. Luxury consumption determines the prestige and status of individuals in social life and thus gives respectability to individuals. With the increasing use of the Internet, it has become easier for consumers who are looking for information and ideas about luxury products and are eager for luxury consumption, regardless of time and place, to access information thanks to electronic word-of-mouth marketing. In line with the information obtained, consumers shape their purchasing decisions by reading information and comments online before purchasing luxury products. Therefore, electronic word-of-mouth marketing has a great influential role in the consumer decision-making process. This study aims to examine the effects of luxury consumption motivation on electronic word-of-mouth marketing and purchase intention and the mediating role of electronic word-of-mouth marketing. The sample of the study consists of 158 users with certain iPhone models. Correlation and multiple linear regression analyzes were applied to analyze the data. According to the results of the analysis, it is concluded that luxury consumption motivation has a partial effect on electronic word-of-mouth marketing online referral, online opinion leadership, online opinion seeking sub-dimensions and total electronic word-of-mouth marketing. In addition, it has been determined that electronic word-of-mouth marketing does not have a mediating effect on the effect of luxury consumption motivation on purchase intention.

 Individuals consume luxury products for reasons such as experiential, symbolic and emotional meanings. Luxury consumption determines the prestige and status of individuals in social life and thus gives respectability to individuals. With the increasing use of the Internet, it has become easier for consumers who are looking for information and ideas about luxury products and are eager for luxury consumption, regardless of time and place, to access information thanks to electronic word-of-mouth marketing. In line with the information obtained, consumers shape their purchasing decisions by reading information and comments online before purchasing luxury products. Therefore, electronic word-of-mouth marketing has a great influential role in the consumer decision-making process. This study aims to examine the effects of luxury consumption motivation on electronic word-of-mouth marketing and purchase intention and the mediating role of electronic word-of-mouth marketing. The sample of the study consists of 158 users with certain iPhone models. Correlation and multiple linear regression analyzes were applied to analyze the data. According to the results of the analysis, it is concluded that luxury consumption motivation has a partial effect on electronic word-of-mouth marketing online referral, online opinion leadership, online opinion seeking sub-dimensions and total electronic word-of-mouth marketing. In addition, it has been determined that electronic word-of-mouth marketing does not have a mediating effect on the effect of luxury consumption motivation on purchase intention.

 Individuals consume luxury products for reasons such as experiential, symbolic and emotional meanings. Luxury consumption determines the prestige and status of individuals in social life and thus gives respectability to individuals. With the increasing use of the Internet, it has become easier for consumers who are looking for information and ideas about luxury products and are eager for luxury consumption, regardless of time and place, to access information thanks to electronic word-of-mouth marketing. In line with the information obtained, consumers shape their purchasing decisions by reading information and comments online before purchasing luxury products. Therefore, electronic word-of-mouth marketing has a great influential role in the consumer decision-making process. This study aims to examine the effects of luxury consumption motivation on electronic word-of-mouth marketing and purchase intention and the mediating role of electronic word-of-mouth marketing. The sample of the study consists of 158 users with certain iPhone models. Correlation and multiple linear regression analyzes were applied to analyze the data. According to the results of the analysis, it is concluded that luxury consumption motivation has a partial effect on electronic word-of-mouth marketing online referral, online opinion leadership, online opinion seeking sub-dimensions and total electronic word-of-mouth marketing. In addition, it has been determined that electronic word-of-mouth marketing does not have a mediating effect on the effect of luxury consumption motivation on purchase intention.

 Bireyler lüks ürünleri deneyimsel, sembolik ve duygusal anlamlar gibi nedenlerden dolayı tüketmektedir. Lüks tüketim bireylerin sosyal hayattaki prestij ve statülerini belirlemekte böylelikle kişilere saygınlık kazandırmaktadır. İnternet kullanımının artmasıyla zaman ve mekan fark etmeksizin lüks ürünler hakkında bilgi-fikir arayan ve lüks tüketime karşı istekli olan tüketicilerin elektronik ağızdan ağıza pazarlama sayesinde bilgiye ulaşması kolaylaşmıştır. Edinilen bilgiler doğrultusunda tüketiciler lüks ürün satın almadan önce çevrimiçi ortamda bilgi ve yorumları okuyarak satın alma kararlarını şekillendirmektedir. Dolayısıyla elektronik ağızdan ağıza pazarlamanın tüketici karar verme sürecinde etkileyici rolü büyüktür. Bu çalışmada lüks tüketim motivasyonunun elektronik ağızdan ağıza pazarlamaya ve satın alma niyetine etkileri ile elektronik ağızdan ağıza pazarlamanın aracılık rolünün incelenmesi amaçlanmaktadır. Çalışmanın örneklemini belirli iPhone modellerine sahip 158 kullanıcı oluşturmaktadır. Verilerin analizinde korelasyon ve çoklu doğrusal regresyon analizleri uygulanmıştır. Yapılan analiz sonuçlarına göre lüks tüketim motivasyonunun elektronik ağızdan ağıza pazarlama çevrimiçi yönlendirme, çevrimiçi fikir liderliği, çevrimiçi fikir arayışı alt boyutları ile elektronik ağızdan ağıza pazarlama toplamı üzerinde kısmen etkili olduğu sonucuna ulaşılmıştır. Buna ek olarak lüks tüketim motivasyonunun satın alma niyeti üzerindeki etkisinde elektronik ağızdan ağıza pazarlamanın aracılık etkisinin olmadığı tespit edilmiştir.

Makale detayları

A RESEARCH ON THE ROLE OF ELECTRONIC WORD OF MOUTH MARKETING IN THE EFFECT OF LUXURY CONSUMPTION MOTIVATION ON PURCHASING INTENTION CONSUMPTION MARKETING

Yazarlar:

Büşra Meydan | Mustafa Zihni Tunca

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

İnternet | Günlük Yaşam ve Tüketim

Dergi:

Oğuzhan Sosyal Bilimler Dergisi Vol.6 Issue 1, pp.1-22

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321674

pISSN:

2687-5845

Luxury Consumption

Luxury Consumption Motivation

Electronic Word of Mouth Marketing

Purchasing Behavior.Lüks Tüketim

Lüks Tüketim Motivasyonu

Elektronik Ağızdan Ağıza Pazarlama

Satın Alma Davranışı.

Sayı

Makale detayları

Yazarlar: Büşra Meydan | Mustafa Zihni Tunca

Yayıncı: Burdur Mehmet Akif Ersoy University

Ana Başlıklar: İnternet | Günlük Yaşam ve Tüketim

Dergi: Oğuzhan Sosyal Bilimler Dergisi Vol.6 Issue 1, pp.1-22

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001321674

pISSN: 2687-5845

Sayı

Yazarlar:

Büşra Meydan | Mustafa Zihni Tunca

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

İnternet | Günlük Yaşam ve Tüketim

Dergi:

Oğuzhan Sosyal Bilimler Dergisi Vol.6 Issue 1, pp.1-22

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321674

pISSN:

2687-5845