Abstract:

Electronic word of mouth (E-WOM) is the application of communication based on the comments made by the product or service users without dependence on sellers and producers. The consumers do care the remarks of the product or service users before making a decision on purchasing it. So, they accept E-WOM as an important information source. Since E-WOM includes objective and independent comments in the tourism sector, the consumers treat E-WOM as more trustable source. In this study, it is aimed to investigate whether the factors (source credibility, usage usefulness, usage experience, E-WOM effect) affecting E-WOM changes with the demographic characteristics of academicians or not. Data of the investigation were collected from the academicians working in Kutahya Dumlupinar and Bilecik Seyh Edebali Universities. For this aim, the technique of questionnaire was used on a number of 329 academicians. These collected data the were analyzed by the statistical methods. As conclusion, it was not determined any meaningful differences between the factors affecting E-WOM and gender, marital status, ages and working life of the academicians.  Beside this, it was determined that there are meaningful differences between E-WOM factors and the case of previously purchased and non-purchased online holiday by the academicians.  

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