Abstract:

The purpose - in today's world of consumption and marketing, consumers need and companies online comments are of great importance. On the digital platforms, online oral to web marketing resources play an important role in consumers’ choice of a product or service. This study aims to explore the impact of electronic oral communication on attitudes and behaviors related to the situations of online holiday purchases, and a model has been developed in this direction. Method - The effect of electronic oral to oral communication (eWOM) has been explained with the help of the Model Structural Equality Model (YEM) proposed under the Planned Behavioral Theory (PDT) and the Extended Technology Admission Model (GTKM), also addressing the external variables of trust and image. The model was proposed on the basis of data collected by the survey method from 329 employees working in academic staff at universities. Detective and verifying factor analysis has been used to test the reliability and validity of the measurement. The proposed model was evaluated using YEM and the hypotheses suggested in this scope were tested. Results - Although the main hypothesis suggested and six of the fourth sub-hypotheses associated with it were not supported, the existence of meaningful relationships between the dimensions of the model being addressed has been revealed. As a result of the study model, confidence and electronic communication from oral to oral have been shown to have a positive and meaningful impact on academic behavior of online holiday purchases. Discussions - The research is important in terms of the development of consumer roles in the marketing sector, specifically in the tourism sector, by determining effective parameters on the intention of buying holiday in the electronic environment.

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