Cilt 6 Sayı 4 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

TURİZM SEKTÖRÜNDE YORUMCU MENŞEİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: YORUM İÇERİĞİNİN DÜZENLEYİCİ ROLÜ

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  • Edin Güçlü SÖZER
DOI: https://doi.org/10.15295/bmij.v6i4.357

Yayınlanmış 2019-01-03

Anahtar Kelimeler

  • Yorumcu Menşei,
  • Rezervasyon Yapma Niyeti,
  • Yorum İçeriği

Nasıl Atıf Yapılır

SÖZER, E. G. (2019). TURİZM SEKTÖRÜNDE YORUMCU MENŞEİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: YORUM İÇERİĞİNİN DÜZENLEYİCİ ROLÜ. Business & Management Studies: An International Journal, 6(4), 1252–1270. https://doi.org/10.15295/bmij.v6i4.357

Özet

Bu çalışma, yorum içeriğinin olası düzenleyici etkisini de göz önünde bulundurarak, yorum yapan müşterilerin menşeinin tüketicilerin otelde rezervasyon yapma eğilimi üzerindeki etkisini incelemektedir. Deneysel bir desenin uygulandığı bu çalışmada yorum yapan müşteri menşei (HomeRev, HostRev, UniRev,) ve yorumun içeriği (negative, pozitif ve karma) manipule edilen deneysel durumlardır. Araştırmanın bulguları, yorumun içeriği ile rezervasyon eğilimi arasındaki istatistiksel olarak anlamlı bir ilişki olduğunu doğrulamaktadır. Pozitif ve karma yapıdaki içerikler, negatifiçeriklere kıyasla daha yüksek seviyede rezervasyon yapma eğilimine yol açmaktadır. Bununla birlikte, salt pozitif yorumlara maruz kalmak, hem pozitif hem de negatif yorumlar içeren karma içeriklere kıyasla daha düşük seviyede rezervasyon yapma eğilimine sebep olmaktadır. Sonuçlar ayrıca, yerel müşterilerin (HomeRev) yorumlarının uluslararası (HostRev,) ve menşeei tanımlanmamış (UniRev,) müşteriler tarafından yapılan yorumlara kıyasla daha yüksek rezervasyon yapma eğilimi oluşturduğunu göstermektedir. Ancak, yerel yorumcuların rezervasyon yapma eğilimleri üzerindeki bu farklılaşan etkisi, yorum içeriğinin düzenleyici etkisi altında değişiklik göstermektedir.

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