Cilt 13 Sayı 3 (2025): Business & Management Studies: An International Journal
Makaleler

E-WOM katılımını ne belirler? Bilginin kalitesi, güvenilirliği ve web sitesi kalitesinin rolü

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  • Mustafa Said Akın,
  • Abdülkadir Öztürk
Mustafa Said Akın
Doktora, Recep Tayyip Erdoğan Üniversitesi, Rize, Türkiye
Abdülkadir Öztürk
Doç. Dr., Recep Tayyip Erdoğan Üniversitesi, Rize, Türkiye

Yayınlanmış 25.09.2025

Anahtar Kelimeler

  • E-wom Engagement, Social Media, Information Quality, Information Credibility, Website Quality
  • E-wom Katılımı, Sosyal Medya, Bilginin Kalitesi, Bilginin Güvenilirliği, Website Kalitesi

Nasıl Atıf Yapılır

E-WOM katılımını ne belirler? Bilginin kalitesi, güvenilirliği ve web sitesi kalitesinin rolü. (2025). Business & Management Studies: An International Journal, 13(3), 1437-1453. https://doi.org/10.15295/bmij.v13i3.2585

Telif Hakkı (c) 2025 Mustafa Said Akın- Abdülkadir Öztürk

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

E-WOM katılımını ne belirler? Bilginin kalitesi, güvenilirliği ve web sitesi kalitesinin rolü. (2025). Business & Management Studies: An International Journal, 13(3), 1437-1453. https://doi.org/10.15295/bmij.v13i3.2585

Öz

Sosyal medya platformlarındaki kullanıcı sayısının artması ve tüketicilerin günlük yaşamlarında bu platformlarda geçirdikleri sürenin çoğalmasıyla birlikte, sosyal medya işletmeler için merkezi bir faaliyet alanı haline gelmiştir. Bu doğrultuda, sosyal medya aracılığıyla yürütülen faaliyetlerin akademik açıdan incelenmesi de önem kazanmıştır. Bu çalışmanın amacı, bilginin kalitesi, bilginin güvenilirliği ve web sitesi kalitesinin tüketicilerin e-WOM (elektronik ağızdan ağıza iletişim) katılımı üzerindeki etkilerini ve e-WOM katılımının satın alma niyeti üzerindeki etkisini araştırmaktır. Veriler, kolayda örnekleme yöntemi kullanılarak çevrim içi anket yoluyla 482 katılımcıdan toplanmıştır. Örneklem, yaş, eğitim ve istihdam durumu açısından çeşitli gruplardan yetişkin bireylerden oluşmaktadır. Toplanan veriler keşifsel ve doğrulayıcı faktör analizleri, güvenilirlik testleri ve yapısal eşitlik modellemesi ile analiz edilmiştir. Elde edilen bulgular, bilginin kalitesinin e-WOM katılımı üzerinde anlamlı bir etkiye sahip olduğunu ve e-WOM katılımının da satın alma niyetini anlamlı şekilde etkilediğini ortaya koymuştur. Ancak, bilginin güvenilirliği ve web sitesi kalitesinin e-WOM katılımı üzerinde istatistiksel olarak anlamlı bir etkisinin bulunmadığı tespit edilmiştir.

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