Research Article
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The Effect of Electronic Word of Mouth Motives on Consumer Buying and Communication Behavior

Year 2018, Volume: 22 Issue: 2, 195 - 227, 30.12.2018

Abstract

Consumers communicate with each other on the internet product review forums, discussion groups, and blogs
regardless of personal relationships, location and socio-economic status. The increase in the number of virtual
platforms and consumers seeking information from these platforms before buying decision, makes it necessary to
investigate what will be the effects of eWOM on consumer buying and communication behavior.
This study introduces a conceptual model of the effect of eWOM motives on consumer buying and communication
behavior and reports key findings from a field study employed with 1200 Turkish consumers. According to the
results of the study, the factors motivating consumers to search for eAAI information are “social orientation”,
‘system advantages ‘, ‘socially based product information”, “reducing search time”, ‘reducing purchasing risks” and
“rewarding” motives.

References

  • Arndt, Johan (1968), “Selective Processes in Word of Mouth”, Journal of Advertising Research, Vol.8, No.3, 19-22.
  • Asuğman, Gülden (2000), “An Integrative Model of Word-of-Mouth Communications”, Boğaziçi Journal, Vol.14, No.2, 215-227.
  • Brown, Jo, Broderick, Amanda J. and Lee, Nick (2007), “Word of Mouth Communication Within Online Communities: Conceptualizing the Online Social Network”, Journal of Interactive Marketing, 21 (3), 2-20.
  • Brown, Tom J., Barry, Thomas E., Dacin, Peter A. and Gunst, Richard F. (2005), “Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context”, Journal of the Academy of Marketing Science, Vol. 33, No.2, 123-138.
  • Brown, Jacqueline J. and Reingen, Peter (1987), “Social Ties and Word-of-Mouth Referral Behavior”, Journal of Consumer Research, Vol. 14, No.3, December, 350–362.
  • Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing”, Journal of Strategic Marketing, Vol.6, Issue 3, 241-254.
  • Chan, Kenny K. and Misra, Shekhar (1990), “Characteristics of the Opinion Leader: A New Dimension”, Journal of Advertising, Vol. 19, No. 3, 1990, 53-60.
  • Cheung, Christy M. K., Lee, Matthew K. O. and Thadani, Dimple R. (2009), “The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision”, Lecture Notes in Computer Science, Vol. 5736/2009, 501-510.
  • Cugelman, Brian (2010), Online Social Marketing: Website Factors in Behavioural Change, PhD Thesis, University of Wolverhampton.
  • Davis, Fred D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance in information technology”, MIS Quarterly, Vol.13, No.3, 319-340.
  • Deci, Edward L., Ryan, Richard M. and Koestner, Richard (1999), “A Meta-Analytic Review of Experiments Examining the Effects of Extrinsic Rewards on Intrinsic Motivation”, Psychological Bulletin, Vol. 125, No. 6, 627-668.
  • Durndell, A. and Z. Haag (2002), "Computer Self-efficacy, Computer Anxiety, Attitudes Towards the Internet and Reported Experience with the Internet by Gender in an East European Sample", Computers in Human Behavior, (18), 521-535.
  • Flynn, Leisa R., Goldsmith, Ronald E. and Eastman, Jacqueline K. (1996), “Opinion Leaders and Opinion Seekers: Two New Measurement Scales”, Journal of the Academy of Marketing Science”, Vol.24, No.2, p.137-147.
  • Gruen, Thomas W., Osmonbekov, Talai and Czaplewski, Andrew J. (2006), “eWOM: The impact of customer-to-customer online know-how Exchange on customer value and loyalty”, Journal of Business Research, 59, 449-456.
  • Han, Sung Mi (2008), “ Motivations for Providing and Seeking EWOM: A Cross Cultural Comparison of U.S. and Korean College Students”, Master Thesis, Michigan University.
  • Hennig-Thurau, Thorsten and Walsh, Gianfranco (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.
  • Hennig-Thurau, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, 18 (1), Winter, 38-52.
  • Kim, Jihyun, Fiore, Ann M. and Lee, Hyun-Hwa (2007), “Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer”, Journal of Retailing and Consumer Services, 14, 95–107.
  • Koh, Joon, Young-Gul, Kim, Brian, Butler and Gee-Woo, Bock (2007), “Encouraging participation in virtual communities”, Communications of the ACM, 50 (2), 69-73.
  • Lau, Geok T. and Ng, Sophia (2001), “Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour”, Canadian Journal of Administrative Sciences, 18 (3), 163-178.
  • Li, N., G. Kirkup, ve B. Hodgson (2001) "Cross-cultural Comparison of Women Students' Attitudes Toward the Internet and Usage: China and the United Kingdom," CyberPsychology & Behavior, (4)3, 415-426.
  • Lin, Hsiu-Fen and Lee, Gwo-Guang (2006), “Determinants of success for online communities: an empirical study”, Behaviour & Information Technology, 25 (6), November, 479 – 488.
  • Liu, Chuanlan and Forsythe, Sandra (2010), “Sustaining Online Shopping: Moderating Role of Online Shopping Motives”, Journal of Internet Commerce, 9, 83–103.
  • Odabaşı, Yavuz (2004), Postmodern Pazarlama: Tüketim ve Tüketici, İstanbul: MediaCat Kitapları.
  • Odabaşı, Yavuz (1995), Pazarlama İletişimi, Anadolu Üniversitesi Yayınları, Eskişehir, No. 851.
  • Morris, M. G., V. Venkatesh, and P. L. Ackerman (2005) "Gender and Age Differences in Employee Decisions About New Technology: An Extension to the Theory of Planned Behavior," IEEE Transactions on Engineering Management (52), pp. 169-84.
  • Park, Do-Hyung and Lee, Jumin (2008), “eWOM overload and its effect on consumer behavioral intention depending on consumer involvement”, Electronic Commerce Research and Applications, 7, 386-398.
  • Park, Do-Hyung and Kim, Sara (2008), “The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews”, Electronic Commerce Research and Applications, 7, 399-410.
  • Ridings, Catherine M., Gefen, David and Arinze, Bay (2002), “Some antecedents and effects of trust in virtual communities”, Journal of Strategic Information Systems, Vol.11, 271-295.
  • Ridings, Catherine M., and Gefen, David (2004), “Virtual community attraction: Why people hang out online”, Journal of Computer-Mediated Communication, 10 (1), November.
  • Rotchanakitumnuai, Siriluck and Speece, Mark (2009), “Modeling electronic service acceptance of an e-securities trading system”, Industrial Management & Data Systems, Vol.109, No.8, 1069-1084.
  • Vallerand, R. J., Fortier, M. S., and Guay, F. (1997), “Self-determination and persistence in a real-life setting: Toward a motivational model of high school dropout”, Journal of Personality and Social Psychology, 72, 1161-1176.
  • Vallerand, R. J., O'Connor, B. P., and Hamel, M. (1995), “Motivation in later life: Theory and assessment”, International Journal of Aging and Human Development, 41, 221-238.
  • Yeygel, Sinem (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”, Bilig, Yaz, Sayı.38, 197-228.

Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi

Year 2018, Volume: 22 Issue: 2, 195 - 227, 30.12.2018

Abstract

Tüketiciler internette yer alan ürün değerlendirme
forumları, tartışma grupları ve internet günceleri gibi platformlarda,
lokasyon, sosyo-ekonomik durum ve kişisel ilişkilerden bağımsız olarak iletişim
kurmaktadır. Sanal fikir platformlarının sayısındaki artışla beraber,
tüketicilerin bir satın alma kararı öncesi sıklıkla bu platformlarda yer alan
bilgileri araştırmaya başvurması eAAİ’in etkilerinin ne yönde olacağını
araştırmayı gerektirmektedir.



Bu çalışmada eAAİ motivlerinin tüketici satın alma ve
iletişim davranışına etkisini belirlemeye yönelik kavramsal bir model
geliştirilmiş ve Türkiye’de 1200 tüketici ile gerçekleştirilen saha
çalışmasından elde edilen sonuçlara yer verilmiştir. Çalışma sonuçları
tüketicilerin sanal platformlardan diğer tüketici yorumlarını okuma motivleri
ve bu platformlardan elde edilen bilgilerin satın alma ve iletişim davranışını
nasıl etkilediğine ilişkin bulgular sunmaktadır. 

References

  • Arndt, Johan (1968), “Selective Processes in Word of Mouth”, Journal of Advertising Research, Vol.8, No.3, 19-22.
  • Asuğman, Gülden (2000), “An Integrative Model of Word-of-Mouth Communications”, Boğaziçi Journal, Vol.14, No.2, 215-227.
  • Brown, Jo, Broderick, Amanda J. and Lee, Nick (2007), “Word of Mouth Communication Within Online Communities: Conceptualizing the Online Social Network”, Journal of Interactive Marketing, 21 (3), 2-20.
  • Brown, Tom J., Barry, Thomas E., Dacin, Peter A. and Gunst, Richard F. (2005), “Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context”, Journal of the Academy of Marketing Science, Vol. 33, No.2, 123-138.
  • Brown, Jacqueline J. and Reingen, Peter (1987), “Social Ties and Word-of-Mouth Referral Behavior”, Journal of Consumer Research, Vol. 14, No.3, December, 350–362.
  • Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing”, Journal of Strategic Marketing, Vol.6, Issue 3, 241-254.
  • Chan, Kenny K. and Misra, Shekhar (1990), “Characteristics of the Opinion Leader: A New Dimension”, Journal of Advertising, Vol. 19, No. 3, 1990, 53-60.
  • Cheung, Christy M. K., Lee, Matthew K. O. and Thadani, Dimple R. (2009), “The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision”, Lecture Notes in Computer Science, Vol. 5736/2009, 501-510.
  • Cugelman, Brian (2010), Online Social Marketing: Website Factors in Behavioural Change, PhD Thesis, University of Wolverhampton.
  • Davis, Fred D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance in information technology”, MIS Quarterly, Vol.13, No.3, 319-340.
  • Deci, Edward L., Ryan, Richard M. and Koestner, Richard (1999), “A Meta-Analytic Review of Experiments Examining the Effects of Extrinsic Rewards on Intrinsic Motivation”, Psychological Bulletin, Vol. 125, No. 6, 627-668.
  • Durndell, A. and Z. Haag (2002), "Computer Self-efficacy, Computer Anxiety, Attitudes Towards the Internet and Reported Experience with the Internet by Gender in an East European Sample", Computers in Human Behavior, (18), 521-535.
  • Flynn, Leisa R., Goldsmith, Ronald E. and Eastman, Jacqueline K. (1996), “Opinion Leaders and Opinion Seekers: Two New Measurement Scales”, Journal of the Academy of Marketing Science”, Vol.24, No.2, p.137-147.
  • Gruen, Thomas W., Osmonbekov, Talai and Czaplewski, Andrew J. (2006), “eWOM: The impact of customer-to-customer online know-how Exchange on customer value and loyalty”, Journal of Business Research, 59, 449-456.
  • Han, Sung Mi (2008), “ Motivations for Providing and Seeking EWOM: A Cross Cultural Comparison of U.S. and Korean College Students”, Master Thesis, Michigan University.
  • Hennig-Thurau, Thorsten and Walsh, Gianfranco (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.
  • Hennig-Thurau, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, 18 (1), Winter, 38-52.
  • Kim, Jihyun, Fiore, Ann M. and Lee, Hyun-Hwa (2007), “Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer”, Journal of Retailing and Consumer Services, 14, 95–107.
  • Koh, Joon, Young-Gul, Kim, Brian, Butler and Gee-Woo, Bock (2007), “Encouraging participation in virtual communities”, Communications of the ACM, 50 (2), 69-73.
  • Lau, Geok T. and Ng, Sophia (2001), “Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour”, Canadian Journal of Administrative Sciences, 18 (3), 163-178.
  • Li, N., G. Kirkup, ve B. Hodgson (2001) "Cross-cultural Comparison of Women Students' Attitudes Toward the Internet and Usage: China and the United Kingdom," CyberPsychology & Behavior, (4)3, 415-426.
  • Lin, Hsiu-Fen and Lee, Gwo-Guang (2006), “Determinants of success for online communities: an empirical study”, Behaviour & Information Technology, 25 (6), November, 479 – 488.
  • Liu, Chuanlan and Forsythe, Sandra (2010), “Sustaining Online Shopping: Moderating Role of Online Shopping Motives”, Journal of Internet Commerce, 9, 83–103.
  • Odabaşı, Yavuz (2004), Postmodern Pazarlama: Tüketim ve Tüketici, İstanbul: MediaCat Kitapları.
  • Odabaşı, Yavuz (1995), Pazarlama İletişimi, Anadolu Üniversitesi Yayınları, Eskişehir, No. 851.
  • Morris, M. G., V. Venkatesh, and P. L. Ackerman (2005) "Gender and Age Differences in Employee Decisions About New Technology: An Extension to the Theory of Planned Behavior," IEEE Transactions on Engineering Management (52), pp. 169-84.
  • Park, Do-Hyung and Lee, Jumin (2008), “eWOM overload and its effect on consumer behavioral intention depending on consumer involvement”, Electronic Commerce Research and Applications, 7, 386-398.
  • Park, Do-Hyung and Kim, Sara (2008), “The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews”, Electronic Commerce Research and Applications, 7, 399-410.
  • Ridings, Catherine M., Gefen, David and Arinze, Bay (2002), “Some antecedents and effects of trust in virtual communities”, Journal of Strategic Information Systems, Vol.11, 271-295.
  • Ridings, Catherine M., and Gefen, David (2004), “Virtual community attraction: Why people hang out online”, Journal of Computer-Mediated Communication, 10 (1), November.
  • Rotchanakitumnuai, Siriluck and Speece, Mark (2009), “Modeling electronic service acceptance of an e-securities trading system”, Industrial Management & Data Systems, Vol.109, No.8, 1069-1084.
  • Vallerand, R. J., Fortier, M. S., and Guay, F. (1997), “Self-determination and persistence in a real-life setting: Toward a motivational model of high school dropout”, Journal of Personality and Social Psychology, 72, 1161-1176.
  • Vallerand, R. J., O'Connor, B. P., and Hamel, M. (1995), “Motivation in later life: Theory and assessment”, International Journal of Aging and Human Development, 41, 221-238.
  • Yeygel, Sinem (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”, Bilig, Yaz, Sayı.38, 197-228.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Hatice Doğan Südaş 0000-0003-1775-1903

Serap Çabuk 0000-0003-1677-8098

Publication Date December 30, 2018
Submission Date October 17, 2018
Acceptance Date November 28, 2018
Published in Issue Year 2018 Volume: 22 Issue: 2

Cite

APA Doğan Südaş, H., & Çabuk, S. (2018). Elektronik Ağızdan Ağıza İletişim Motivlerinin Tüketici Satın Alma ve İletişim Davranışına Etkisi. Çukurova Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 22(2), 195-227.