Perceived risk of consumer wit electroni̇k word of mouth search motives contact: Dumlupinar an appli̇cati̇on on University students

BAKIR, Zeynep MA Thesis, Department of Marketing Supervisor: Asst Prof. İçlem ER August, 2018, 123 pages The effect of WOM communication is increasing day by day with the economic, demographic, socio-cultural and psychological factors affecting purchasing decisions of consumers. WOM has been moved to internete with developing technology and communication. This new situation has transformed word of mouth communication into electronic word of mouth communication (eWOM). This transformation has led consumers to behave eWOM on the Internet in order to reduce their perceived risks and make a correct purchase decision. The Internet and social media platforms include eWOM providers and eWOM searchers. Consumers can access eWOM search behavior on many social media platforms on performance information about product or service, product usage information, product acceptance. eWOM is the type of communication that many consumers refer to during the decision phase and start to spread more and more. eWOM seekers also act with certain motivations in providing. eWOM search motivations explain why consumers turn to eWOM. Motivations for providing eWOMs explain the motivations of the information provider. Perceived risk of consumer and the relationship between eWOM search behavior is of great importance in terms of reducing the risk. In this study, the relationship between perceived risk of consumer and eWOM search motivation is examined. Keywords: Consumer, Perceived Risk, Social Media, WOM, eWOM, eWOM Search Motivations