Olumlu ve olumsuz elektronik ağızdan ağıza iletişimin (eWOM) tüketicilerin satınalma niyetlerine etkisi

Marketing academics and professionals have been searching for effective marketing communication methods for a long time. They have been trying to understand variables influencing consumer behavior. Word of mouth (WOM) has been considered one of the most effective tools on customer purchase intention thus WOM has been searched for a long time by the marketers. WOM is considered as an information about a product or a service spread by the former or future customer. There are plenty of studies exploring either WOM effectiveness or the motivations to spread WOM information in the literature. After the invention of Web 2.0 online shopping has entered to our lives and it has been playing an important role in our lives. Clothes, foods, electronic devices, furniture, everything can be found on the internet and people have been purchasing those products via e-commerce websites or applications. With the development of e-commerce, WOM information has evolved as an electronic word of mouth (eWOM) information. It can be said that eWOM is the new version of traditional WOM information. The main purpose of this study is to explore "the effect of negative and positive eWOM information on consumer product judgement, perceived eWOM usefulness, perceived eWOM credibility, and purchase intention." To investigate these concerns, 259 participants were asked to complete the questionnaire consisting of measurement questions and demographic questions. There was two versions of the questionnaire that one of them includes only positive eWOM information while the other version includes negative and positive eWOMs. Then the results were analyzed on SPSS 20 Program. Results showed that there is a significantly difference between the influence of negative and positive eWOM information on product judgement, perceived eWOM usefulness, perceived eWOM credibility, and purchase intention. The findings of the study provide important practical implications for consumer behavior, while also suggesting new areas for future research particularly in the field of marketing communication in online marketing.