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Effect Of Personal Motivation Factors On Negative Electronic Word-Of-Mouth Communication Intention

Yıl 2017, Cilt 6, Sayı 2, 1224 - 1246, 25.04.2017

Öz

The influence of personal motives has thus far been largely ignored in the marketing literature. By the same token, most of the related studies focus on positive word-of-mouth communication; only few studies address negative word-of-mouth communication. This study aims to fill this gap by examining the impact of personal motives on negative word-of-mouth communication. The analysis finds a significant correlation between negative electronic word-of-mouth communication and the personal motives such as warning other consumers, the benefits of social interaction and anxiety reduction. Whereas, no correlation is found between negative electronic word-of-mouth communication and personal motives such as concern of other, venting negative emotions and revenge.

Kaynakça

  • Aardenburg, A.-L. (2013). ‘’The Effect of Different Motives to Positive/Negative eWOM on The Expectations of A Webcare Response and Service Encounter Satisfaction’’, University of Amsterdam, Faculty of Economics and Business, Yüksek Lisans Tezi.
  • Alicke, MarK, D. vd. (1992). Company Behaviour in Social Science. Interaction Personality and Psychology Buletin, C: 18, No: 3, ss. 286-292.
  • Anderson, E.W. (1998). ‘’Customer Satisfaction and Word of Mouth’’, Journal of Service Research, C: 1, No: 1, ss. 5-17.
  • Andreassen, T. W. ve Streukens, S. (2009). “Service Innovation and Electronic Word-of-Mouth: Is it Worth Listening to?”, Managing Service Quality, C:19,No: 3, ss. 249-265.
  • Aydın, B. O. (2014). ‘’Elektronik Ağızdan Ağıza İletişim: Tüketici Motivasyonlarının Analizi’’, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, C: 32, No: 13, ss. 13-25.
  • Balasubramanian S. ve Mahajan V. (2001). ‘’The Economic Leverage of The Virtual Community ‘’, International Journal of Electronic Commerce, C: 5, No: 3, ss. 103-138.
  • Berger, J. (2014). ‘’Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research’’, Journal of Consumer Psychology, C: 24, No: 4, ss. 586-607.
  • Bickart B. ve Schindler, R. M. (2001). ‘’Internet Forums As Influential Sources of Consumer Information’’, Journal of Interactive Marketing, Summer 2001: C:15, No: 3, ss. 31-40.
  • Boo, S., ve Kim, J. (2013). ’’Comparison of Negative eWOM Intention: An Exploratory Study’’, Journal of Quality Assurance in Hospitality and Tourism, C: 14, No: 1, ss. 24-48.
  • Buttle, F. A. (1998). ‘’Word of Mouth: Understanding and Managing Referral Marketing’’, Journal of Strategic Marketing, C: 6, No: 3, ss. 241–254.
  • Büyüköztürk, Ş. (2010). Sosyal Bilimler için Veri Analizi El Kitabı, Pegem Akademi Yayıncılık, Ankara.
  • Chatterjee, P. (2001). ‘’Online Reviews: Do Consumers Use Them?’’, in NA- Advances in Consumer Research, C: 28, ss. 129-134.
  • Cheung, C. M. K. ve Thadani, D. R. (2010). ‘’The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis’’, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society, June 20- 23, 2010; Bled, Slovenia, ss. 329-345.
  • Cheung, C. M. K. ve Lee, M. K. O. (2012). ‘’What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms’’, Decision Support Systems, C: 53, No: 1, ss. 218-225.
  • Chevalier, J. A. ve Mayzlin, D. (2006). ‘’The Effect of Word of Mouth on Sales: Online Book Reviews’’, Journal of Marketing Research, C: 43, No: 3, ss. 345-354.
  • Chung, J. Y. ve Kim, Y. G. (2015). ‘’A Netnographic Study of eWOM Motivations to Articulate Dining Experiences’’, Journal of Internet Commerce, C: 14, No: 4, ss.455-475.
  • Çokluk, Ö. (2010), ‘’Lojistik Regresyon analizi: Kavram ve Uygulama. Kuram ve Uygulamada Eğitim Bilimleri’’, C: 10, No: 3, ss. 1357-1407.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Pegem Akademi Yayıncılık, Ankara
  • Davis, A. ve Khazanchi, D. (2008). ‘’An Empirical Study of Online Word of Mouth as a Predictor for Multi-product Category e-Commerce Sales’’, Journal Electronic Markets, C: 18, No: 2, ss. 130-141.
  • Dellarocas, C. (2003). ‘’The Digitalization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms’’, Management Science, C: 49, No: 10, ss. 1407-1424.
  • Dellarocas, C. ve Narayan, R. (2006). “What Motivates Consumers to Review Product Online? A Study of the Product-Specific Antecedents of Online Movie Reviews”, Statistical Science, C: 21, No: 2, ss. 277-285.
  • Dichter, E. (1966). ‘’How Word-of-Mouth Advertising Works’’, Harvard Business Review, C: 44, (November/December), ss. 147–166.
  • Dirksz, L. (2014). ‘’Expression of Electronic Word-of-Mouth (eWOM) Through Facebook and Opinion Platforms: The Role of eWOM Motivation on Consumers’ Channel Choice’’, Universiteit Van Amsterdam, Master Business Studies, 8/15/2014, ss. 1-59, Final Submission.
  • Duan, W., Gu, B.ve Whinston A.B. (2008). ‘’Do Online Reviews Matter? An Empirical Investigation of Panel Data’’, Decision Support Systems, C: 45, No: 4, ss. 1007-1016.
  • Engel, J. F., Blackwell, R. D., ve Miniard, P. W. (1993). Consumer Behavior. 8th ed. Fort Worth: Dryden Press.
  • File, K. M., Judd, B. B., ve Prince, R. A. (1992). “Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals”, The Journal of Services Marketing, C: 6, No: 4, ss. 5-14.
  • Fu, J.-R., Ju, P.-H. ve Hsu, C.-W. (2015). ‘’Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory’’, Electronic Commerce Research and Applications, C: 14, No: 6, ss. 616-630.
  • George, D. ve Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, (10’a ed.) Boston: Pearson
  • Gheorghe, I. R. (2012). ‘’ Word-of-Mouth Communication: A Theoretical Review’, ss. 132-139.
  • Godes, D. ve Mayzlin, D. (2004). ‘’Using Online Conversations to Study Word of Mouth Communication’’, Marketing Science, C: 23, No: 4, ss. 545-560.
  • Gruen. T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). ‘’eWOM: The impact of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty’’, Journal of Business Research, C: 59, No: 4, ss. 449-456.
  • Havaldar, K.K. ve Dash, M. (2009). ‘’A Study on The Importance of Word-of-Mouth Communication to Business Buyers’’, Article (PDF Available) in SSRN Electronic Journal: https://ssrn.com/abstract=1934170
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler, D.D. (2004). ’’Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?’’, Journal of Interactive Marketing, C:18, No: 1, ss. 38-52.
  • Huang, M., Cai, F., Tsang, A. S. ve Zhou, N. (2011). ’’Making Your Online Voice Loud: The Critical Role of WOM Information’’, European Journal of Marketing, C: 45, No: 7/8, ss. 1277-1297.
  • Karagöz, Y. ve Kösterelioğlu, İ. (2008). “İletişim Becerileri Değerlendirme Ölçeğinin Faktör Analizi Metodu ile Geliştirilmesi”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, No: 21, ss. 81-98.
  • Katz E., Lazarfeld, P. F. (1955). Personal Influence. Glencoe, IL’ Free Press; 1955
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Kişisel Motivasyon Faktörlerinin Olumsuz Elektronik Ağızdan Ağıza İletişim Yapma Niyeti Üzerindeki Etkisi

Yıl 2017, Cilt 6, Sayı 2, 1224 - 1246, 25.04.2017

Öz

Pazarlama literatürü incelendiğinde, tüketicileri ürünlere ilişkin olarak elektronik ağızdan ağıza iletişime yönelten farklı motivasyon kaynakları olduğu görülmektedir. Konuya ilişkin yapılmış çalışmalar ilgili motivasyon kaynaklarının ekonomik teşvikler, tavsiye arama, kendini geliştirme, firmaya yardım etme, olumlu duyguları ifade etme, güç uygulama olduğuna ilişkin sonuçlara ulaşmışlardır. Ancak literatürde özellikle kişiye özel motivasyon unsurlarının etkilerinin göz ardı edilmiş olduğu görülmektedir. Aynı zamanda literatürdeki çalışmaların büyük bir çoğunluğu olumlu elektronik ağızdan ağıza iletişim üzerinde yoğunlaşmışken, olumsuz ağızdan ağıza iletişime yol açan unsurlara ilişkin oldukça az sayıda çalışma olduğu görülmektedir. Çalışmamızda var olan bu boşluğu doldurma amacıyla kişisel motivasyon faktörlerinin olumsuz elektronik ağızdan ağıza iletişim üzerinde olan etkileri incelenmiştir. Araştırma kapsamında 228 tüketiciye uygulanan anketten elde edilen araştırma verileri SPSS 18.0 paket programı kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre olumsuz elektronik ağızdan ağıza iletişim ile diğer tüketicileri uyarma, sosyal etkileşim faydaları ve kaygı azaltma olan kişisel motivasyon faktörleri arasında anlamlı bir ilişki olduğu görülmüştür. Ancak olumsuz elektronik ağızdan ağıza iletişim ile diğer tüketicileri düşünme, olumsuz duyguları açığa vurma ve intikam olan kişisel motivasyon faktörleri arasında ise anlamlı bir ilişki tespit edilememiştir.

Kaynakça

  • Aardenburg, A.-L. (2013). ‘’The Effect of Different Motives to Positive/Negative eWOM on The Expectations of A Webcare Response and Service Encounter Satisfaction’’, University of Amsterdam, Faculty of Economics and Business, Yüksek Lisans Tezi.
  • Alicke, MarK, D. vd. (1992). Company Behaviour in Social Science. Interaction Personality and Psychology Buletin, C: 18, No: 3, ss. 286-292.
  • Anderson, E.W. (1998). ‘’Customer Satisfaction and Word of Mouth’’, Journal of Service Research, C: 1, No: 1, ss. 5-17.
  • Andreassen, T. W. ve Streukens, S. (2009). “Service Innovation and Electronic Word-of-Mouth: Is it Worth Listening to?”, Managing Service Quality, C:19,No: 3, ss. 249-265.
  • Aydın, B. O. (2014). ‘’Elektronik Ağızdan Ağıza İletişim: Tüketici Motivasyonlarının Analizi’’, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, C: 32, No: 13, ss. 13-25.
  • Balasubramanian S. ve Mahajan V. (2001). ‘’The Economic Leverage of The Virtual Community ‘’, International Journal of Electronic Commerce, C: 5, No: 3, ss. 103-138.
  • Berger, J. (2014). ‘’Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research’’, Journal of Consumer Psychology, C: 24, No: 4, ss. 586-607.
  • Bickart B. ve Schindler, R. M. (2001). ‘’Internet Forums As Influential Sources of Consumer Information’’, Journal of Interactive Marketing, Summer 2001: C:15, No: 3, ss. 31-40.
  • Boo, S., ve Kim, J. (2013). ’’Comparison of Negative eWOM Intention: An Exploratory Study’’, Journal of Quality Assurance in Hospitality and Tourism, C: 14, No: 1, ss. 24-48.
  • Buttle, F. A. (1998). ‘’Word of Mouth: Understanding and Managing Referral Marketing’’, Journal of Strategic Marketing, C: 6, No: 3, ss. 241–254.
  • Büyüköztürk, Ş. (2010). Sosyal Bilimler için Veri Analizi El Kitabı, Pegem Akademi Yayıncılık, Ankara.
  • Chatterjee, P. (2001). ‘’Online Reviews: Do Consumers Use Them?’’, in NA- Advances in Consumer Research, C: 28, ss. 129-134.
  • Cheung, C. M. K. ve Thadani, D. R. (2010). ‘’The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis’’, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society, June 20- 23, 2010; Bled, Slovenia, ss. 329-345.
  • Cheung, C. M. K. ve Lee, M. K. O. (2012). ‘’What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms’’, Decision Support Systems, C: 53, No: 1, ss. 218-225.
  • Chevalier, J. A. ve Mayzlin, D. (2006). ‘’The Effect of Word of Mouth on Sales: Online Book Reviews’’, Journal of Marketing Research, C: 43, No: 3, ss. 345-354.
  • Chung, J. Y. ve Kim, Y. G. (2015). ‘’A Netnographic Study of eWOM Motivations to Articulate Dining Experiences’’, Journal of Internet Commerce, C: 14, No: 4, ss.455-475.
  • Çokluk, Ö. (2010), ‘’Lojistik Regresyon analizi: Kavram ve Uygulama. Kuram ve Uygulamada Eğitim Bilimleri’’, C: 10, No: 3, ss. 1357-1407.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Pegem Akademi Yayıncılık, Ankara
  • Davis, A. ve Khazanchi, D. (2008). ‘’An Empirical Study of Online Word of Mouth as a Predictor for Multi-product Category e-Commerce Sales’’, Journal Electronic Markets, C: 18, No: 2, ss. 130-141.
  • Dellarocas, C. (2003). ‘’The Digitalization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms’’, Management Science, C: 49, No: 10, ss. 1407-1424.
  • Dellarocas, C. ve Narayan, R. (2006). “What Motivates Consumers to Review Product Online? A Study of the Product-Specific Antecedents of Online Movie Reviews”, Statistical Science, C: 21, No: 2, ss. 277-285.
  • Dichter, E. (1966). ‘’How Word-of-Mouth Advertising Works’’, Harvard Business Review, C: 44, (November/December), ss. 147–166.
  • Dirksz, L. (2014). ‘’Expression of Electronic Word-of-Mouth (eWOM) Through Facebook and Opinion Platforms: The Role of eWOM Motivation on Consumers’ Channel Choice’’, Universiteit Van Amsterdam, Master Business Studies, 8/15/2014, ss. 1-59, Final Submission.
  • Duan, W., Gu, B.ve Whinston A.B. (2008). ‘’Do Online Reviews Matter? An Empirical Investigation of Panel Data’’, Decision Support Systems, C: 45, No: 4, ss. 1007-1016.
  • Engel, J. F., Blackwell, R. D., ve Miniard, P. W. (1993). Consumer Behavior. 8th ed. Fort Worth: Dryden Press.
  • File, K. M., Judd, B. B., ve Prince, R. A. (1992). “Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals”, The Journal of Services Marketing, C: 6, No: 4, ss. 5-14.
  • Fu, J.-R., Ju, P.-H. ve Hsu, C.-W. (2015). ‘’Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory’’, Electronic Commerce Research and Applications, C: 14, No: 6, ss. 616-630.
  • George, D. ve Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, (10’a ed.) Boston: Pearson
  • Gheorghe, I. R. (2012). ‘’ Word-of-Mouth Communication: A Theoretical Review’, ss. 132-139.
  • Godes, D. ve Mayzlin, D. (2004). ‘’Using Online Conversations to Study Word of Mouth Communication’’, Marketing Science, C: 23, No: 4, ss. 545-560.
  • Gruen. T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). ‘’eWOM: The impact of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty’’, Journal of Business Research, C: 59, No: 4, ss. 449-456.
  • Havaldar, K.K. ve Dash, M. (2009). ‘’A Study on The Importance of Word-of-Mouth Communication to Business Buyers’’, Article (PDF Available) in SSRN Electronic Journal: https://ssrn.com/abstract=1934170
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler, D.D. (2004). ’’Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?’’, Journal of Interactive Marketing, C:18, No: 1, ss. 38-52.
  • Huang, M., Cai, F., Tsang, A. S. ve Zhou, N. (2011). ’’Making Your Online Voice Loud: The Critical Role of WOM Information’’, European Journal of Marketing, C: 45, No: 7/8, ss. 1277-1297.
  • Karagöz, Y. ve Kösterelioğlu, İ. (2008). “İletişim Becerileri Değerlendirme Ölçeğinin Faktör Analizi Metodu ile Geliştirilmesi”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, No: 21, ss. 81-98.
  • Katz E., Lazarfeld, P. F. (1955). Personal Influence. Glencoe, IL’ Free Press; 1955
  • Kaya, M.F. (2013). ‘’Sürdürülebilir Kalkınmaya Yönelik Tutum Ölçeği Geliştirme Çalışması’’, Marmara Coğrafya Dergisi, C: 28, ss. 175-193.
  • Kayış, A. (2005). Parametrik Hipotez Testler, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Editör: Kalaycı, Ş. (Ankara: Asil Yayın Dağıtım Ltd.Şti.), ss.403-419.
  • Lee, J., Park, D.-H. ve Han, I. (2008). ‘’The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View’’, Electronic Commerce Research and Applications, C: 7, No: 3, ss. 341-352.
  • Mahajan, V., Muller, E. ve Kerin, R. A. (1984). ‘’Introduction Strategy for New Products with Positive and Negative Word-of-Mouth’’, Management Science, C: 30, No: 12, ss. 1389-1404.
  • Maxham, J. G. ve Netemeyer, R. G. (2002). ‘’Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent’’, Journal of Retailing, C: 78, No: 4, ss.239-252.
  • Menard, S. (1995). Applied Logistic Regression Analysis. Thousand Oaks, CA: Sage.
  • Myers, R. H. (1990). Classical and Modern Regression with Applications, Edition: 2nd ed, Boston, MA: Duxbury, http://lib.ugent.be/catalog/rug01:000851135
  • Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill. PewInternet.
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Ayrıntılar

Konular Sosyal
Bölüm Makaleler
Yazarlar

Zübeyir ÇELİK
YÜZÜNCÜ YIL ÜNİVERSİTESİ, ERCİŞ İŞLETME FAKÜLTESİ
0000-0003-1692-9378
Türkiye


Behçet Yalın ÖZKARA
Türkiye

Yayımlanma Tarihi 25 Nisan 2017
Başvuru Tarihi 28 Mart 2017
Kabul Tarihi 10 Haziran 2017
Yayınlandığı Sayı Yıl 2017, Cilt 6, Sayı 2

Kaynak Göster

APA Çelik, Z. & Özkara, B. Y. (2017). Kişisel Motivasyon Faktörlerinin Olumsuz Elektronik Ağızdan Ağıza İletişim Yapma Niyeti Üzerindeki Etkisi . İnsan ve Toplum Bilimleri Araştırmaları Dergisi , 6 (2) , 1224-1246 . Retrieved from https://www.itobiad.com/tr/pub/issue/28774/301591
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Turkey Journal of Theological Studies is under the İtobiad.