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Araştırma, müşteri tatmini ve bağlılığının online ağızdan ağıza iletişime (yoğunluk ve değer) olan etkisinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini online alışveriş yapan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 427 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için SPSS ve AMOS istatistik programları kullanılmıştır. Analiz sonuçlarına göre müşteri tatmininin online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği tespit edilmiştir. Benzer şekilde ve duygusal bağlılığın online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği belirlenmiştir.
The research was carried out with the aim of evaluating the impact of customer satisfaction and commitment on the internet from oral to oral communication (intensity and value). The universe of research is formed by consumers who shop online. In the framework of the research, the method of "easy sampling" from unsuccessful samplings has been applied. The number of examples was assessed by the data included in the 427 survey form. The study used SPSS and AMOS statistical programs to test the hypotheses. The results of the analysis have found that customer satisfaction has a positive impact on the intensity and value dimensions of online oral communication. Similarly, and it has been determined that emotional commitment positively affects the intensity and value dimensions of online oral communication.
The research was conducted to evaluate the effect of customer satisfaction and commitment on electronic word-of-mouth (volume and valence). The universe of the research is the consumers who shop online. Within the scope of the research, "convenience sampling" method was applied among non-random samples. The number of samples was evaluated on the basis of the data in the 427 questionnaire forms. SPSS and AMOS statistical programs were used to test the hypotheses in the study. According to the analysis results, it was determined that customer satisfaction positively affects the volume and valence dimensions of electronic word-of-mouth. Similarly, it was determined that affective commitment positively affects the volume and valence dimensions of electronic word-of-mouth. Finally, whether high sacrifice commitment has an effect on the volume and valence dimensions of electronic word-of-mouth communication was tested by path analysis. The relationship between the variables was found to be statistically significant and a positive relationship was found between high sacrifice commitment and volume-valence. However, the hypotheses created within the scope of the study were not accepted because the hypotheses were determined that high sacrifice commitment had no effect on the volume and valence dimensions.
Field : Eğitim Bilimleri
Journal Type : Ulusal
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