Vbloger Özellikleri İnternetten Alışverişte Satınalma Niyetini Değiştirebilir Mi? İletişim Aracı Olarak Ağızdan Ağıza İletişim Etkisi
Öz
Son dönemde satınalma sürecinde sosyal medyanın önemi gittikçe artmaktadır. Yeni teknikler geliştikçe tavsiye, viral yollar ile iletişim hız kazanmakta bireyler satınlama sürecini internet ortamında yaşamaktadır.Blog ve farklı bir çeşidi olan vlogların etkisi literatürdeson dönemde en çok araştırılan konular arasındadır.Takip edilen vlogger karakteristik özellikleri satınalam sürecinde farklı etkiler yaratmaktadır. Vlogger karakteristik özellikleri kendi eğitimi uzmanlığından kaynaklanan bilgi paylaşımı veya deneyimleyerek öğrenilmiş bilgi olarak kategorize edilmektedir. Bu çalışmada amaç farklı karakteristik özelliklere sahip vloggerların satınalma niyetini ve ağızdan ağıza iletişim davranışını nasıl etkilediğini ortaya çıkartmaktır.
Anahtar Kelimeler
Keywords Vlogging akademik bilgisi deneyim bilgisi güven satınalma niyeti ağızdan ağıza iletişim
Kaynakça
- Alba, J.W & Hutchinson, J. W. (1987) Dimensions of Consumer Expertise, The Journal of Consumer Research, Vol. 13, No. 4., 411-454.
- Allsop, D.T., Bassett, B.R. & Hoskins,J.A (2007) Word of mouth research: principles and applications. Journal of Advertising Research, Vol.47, No.4, 398-411.
- Anderson, J. C. & Gerbing, D. W. (1988). Structural equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin 103(May): 411-423.
- Bone, P.F.(1992).Determinants of word of mouth communications during product consumption, Advances in Consumer Research,Vol.19,579-583.
- Cengiz, E and Yayla, H.E . (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, Vol.3, No.4, 73-86.
- Cheema, A. & Kaikati A.M. (2010) The Effect of Need for Uniqueness on Word of Mouth. Journal of Marketing Research, Vol. 47, No. 3, 553-563.
- Chen, W. & Hirschheim, R. (2004), A paradigmatic and methodological examination of
- information systems research from 1991 to 2001, Information Systems Journal, Vol. 14,197-235.
- Chiou, J. (2004). The antecedents of consumers' loyalty toward internet service providers. Information & Management, Vol.41, No.6, 685-695.
- Cho, J. (2006). The mechanism of trust and distrust forming and their relational outcomes. Journal of Retailing, Vol.82, No.1, 25-35.
- Colliander, J. & Erlandsson S. (2015).The blog and the bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party, Journal of Marketing Communications, Vol.21, No.2, 110-124.
- Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13 No. 3, 319-339.
- Doyle, D. J., Heslop, A. L., Ramirez, A. & Cray D. (2012). “Trust intentions in readers of blogs”, Management Research Review, Vol.35, No.9, 837-856
- Egea, J.M.O. & Gonza´lez, M.V.R. (2011). Explaining physicians’ acceptance of EHCR systems: an extension of TAM with trust and risk factors, Computers in Human Behavior, Vol. 27 No. 1, 319-332.
- Fernando, A. (2007). Social media change the rules: Say farewell to top-down and hello to consumer- led communication, Communication World, 24 (1), 9-10.
- Fishbein, M. & Ajzen, I.(1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
- Fornell, C. & Larcker F. D.(1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research Vol:18, 39-50
- Gefen, D., Karahanna, E. & Straub, D.W. (2003). Trust and TAM in online shopping: an integrated model, MIS Quarterly, Vol. 27, No. 1, 51-90.
- Hair Jr. F. J., Black C. W., Babin J. B., Anderson E. R., & Tatham L. R. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall Inc.
- Heaney, J. (2007). Generation X and Y’s internet banking usage in Australia. Journal of Financial Services Marketing, Vol. 11, No.3, 196-210.
- Hsu, C.L. & Lin,C.J.(2008), Acceptance of blog usage: the roles of technology acceptance, social influence, and knowledge sharing motivation, Information & Management, Vol. 45 No. 1, 65-74.
- Hsu, C.L., Lin, C. J. & Chiang H. (2013), “The effects of blogger recommendations on customers’ online shopping intentions”, Internet Research,Vol.23, No.1, 69-88
- Hsu, H. & Tsou, T. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management, Vol.31, 510-523.
- Hsu , M.-H., Tien , S-W., Lin , H.-C., Chang , C.-M. (2015). Understanding the roles of cultural differences and socio-economic status in social media continuance intention,Information Technology & People, Vol. 28, No.1, 224 – 241.
- Huang, L., Chou, Y. & Lin, C. (2008), The influence of reading motives on the responses after reading blogs, CyberPsychology & Behavior, Vol. 11, No. 3, 351-355.
- Hu, L.T. and Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives, Structural Equation Modeling,Vol. 6, No.1, 1- 55.
- Johnson, T.J. and Kaye, B.K. (2009). In blog we trust? Deciphering credibility of components of the internet among politically interested internet users, Computers in Behavior, Vol. 25 No. 1, 175- 182. Lattin,J.M., Carroll,J.D. & Green P.E. (2003). Analyzing Multivariate Data, Duxbury applied series, Thomson Brooks/Cole.
- Lee, M. & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, Vol. 28, No.3, 473-499.
- Lenhart, A. & Fox, S. (2006). Bloggers: A Portrait of the Internet’s New Storytellers, Pew Internet & American Life Project, Washington, DC.
- Liljander, V., Gummerus, J., Söderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing, Internet Research, Vol.25, No.4, 610-632.
- Lim, K., Sia, C., Lee, M. & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies, Journal of Management Information Systems, Vol. 23, No. 2, 233-266.
- Lu, H.‐P. & Hsiao, K.‐L. (2007).Understanding intention to continuously share information on weblogs. Internet Research, Vol. 17, No: 4, 345 – 361.
- Mikalef, P., Giannakos, M., & Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, Vol.8, No.1,17-34.
- Mooney, K. and Rollins, N. (2008), The Open Brand: When Push Comes to Pull in a Web-made World, New Riders, Thousand Oaks, CA.
- Morton, L. P. (2002). Targeting Generation Y. Public Relations Quarterly, Vol. 47, No.2, 46-48.
- Netemeyer, R., G. Bearden, W. O. & Sharma, S. (2003). Scaling Procedures: Issues and Applications. Thousand Oaks, CA: Sage Publication.
- Ponterotto, J. (2005). Qualitative research in counseling psychology: a primer on research paradigms and philosophy of science, Journal of Counseling Psychology, Vol. 52, No. 2, 126-136.
- Samson, A. (2010) Product usage and firm-generated word of mouth: some results from FMCG product trials. International Journal of Market Research, Vol.52, No. 4, 459 -482.
- Scott, C.R. (2007), “Anonymity and self-disclosure on weblogs”, Journal of Computer-Mediated Communication, Vol. 12 No. 4, pp. 1428-1451.
- Sharma, S.(1996) Applied Multivariate Techniques, John Wiley & Sons, Inc.
- Stelzner, M.A.(2011). 2011 Social Media Marketing Industry Report Retrived from: http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 2011.:10.11.2016.
- Suk, K., & Mitchell, A. (2004). The effect of usage situation familiarity on memory, brand retrieval and consideration (Unpublished report/2004), Toronto, ON, Canada, University of Toronto.
- Technorati Media. (2012). Technorati Media Report,Digital Report 2012. Retrieved from http://www.technorati.com; 10.11.2016.
- To, P., Liao, C. & Lin, T. (2007). Shopping motivations on internet: A study based on utilitarian and hedonic value. Technovation, Vol. 27, 774-787.
- Tung, F.C., Chang, S.C. & Chou, C.M. (2008), “An extension of trust and TAM model with IDT in the adoption of the electronic logistics information system in HIS in the medical industry”, International Journal of Medical Informatics, Vol. 77, No. 5, 324-335.
- Venkatesh, V. & Bala,H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sci.,Vol. 39, 273-315.
- Wiedmann, K.P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. & Reeh, M.O.(2010). Online distribution of pharmaceuticals: investigating relations of consumers’ value perception, online shopping attitudes and behaviour in an e‐pharmacy context. Journal of Consumer Behaviour, Vol.9, No.2, 175‐199.
- Wu, C.M. (2011).How quality influence user’s continuance of the recommendation blog, Key Engineering Materials,Vol. 474-476, 1132-1136.
- Yueh H.P, Chen T.L, Chiu L.A & Lin W.C. Exploring factors affecting learner's perception of learning information and communication technology: A HLM analysis of a national farmers' training program in Taiwan. Educational Technology and Society, Vol.16, 231-242.
- Zhang, J. & Daugherty, T. (2009). Third‐Person Effect and Social Networking: Implications for Online Marketing and Word‐of‐Mouth Communication,American Journal of Business, Vol. 24, No. 2, 53 – 64.
Can Vloggers Characteristics Change Online-Shopping Intentions? The Role of Word of Mouth Effect as A Communication Tool
Öz
Purpose - Vlogging enables individuals to share experiences, knowledge and diaries with the online community. Recently many studies have shown that vloggers’ main characteristics and blog types have a direct influence on users as an effective medium. As vlogs have become an important tool for interactive communication, the purpose of this paper is to understand the relationship between vloggers’characteristics, trust, word of mouth and intention of online shopping. This study implies that the vblog can be a meaningful learning platform and the vlogging can be a significant medium in having/sharing the informal knowledge for online shopping. Design/Methodology/Approach- Based on various theories, the structural equation modelling approach was proposed in this study. A survey with convenience sampling involving 357 vlog users as participants was analyzed in the empirical study to investigate whether the usefulness of vbloggers’ recommendations and trusting beliefs towards vblogger has influence on consumers’ behavioral intentions towards word of mouth and online shopping. Findings-The results showed that vloggers’ characteristics had significant influential effect on vlog users’ attitude towards and intention to shop online. Moreover, the findings indicated that engagement characteristics of vloggers elicited trust more than authoritative knowledged characteristics of vloggers. As a result of the path analysis it is discovered that the intention to shop online is triggered through trust and word of mouth communication. Engagement knowledge has more power on the relationship between word of mouth communication and the intention to purchase. As much as users trust that the content of the vlog is based on true information and not for advertising strategy, the more likely they want to share the information virally. That would have a direct impact to the increasing intention to buy. Originality/Value- The originality of this paper is to study vlogging, which is a new working field in the scholarly literature, and its correlation to users’ intention to buy. This study especially analyzes the vlog characteristics and their increasingly leading factors to users/readers’ attractiveness intention to buy. The value of this study concentrated on the trust issue and its positive relation to amateur vloggers instead of authorative knowledged based ones.
Anahtar Kelimeler
Vlogging authoritative knowledge engagement knowledge trust intention of online shopping word of mouth communication
Kaynakça
- Alba, J.W & Hutchinson, J. W. (1987) Dimensions of Consumer Expertise, The Journal of Consumer Research, Vol. 13, No. 4., 411-454.
- Allsop, D.T., Bassett, B.R. & Hoskins,J.A (2007) Word of mouth research: principles and applications. Journal of Advertising Research, Vol.47, No.4, 398-411.
- Anderson, J. C. & Gerbing, D. W. (1988). Structural equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin 103(May): 411-423.
- Bone, P.F.(1992).Determinants of word of mouth communications during product consumption, Advances in Consumer Research,Vol.19,579-583.
- Cengiz, E and Yayla, H.E . (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, Vol.3, No.4, 73-86.
- Cheema, A. & Kaikati A.M. (2010) The Effect of Need for Uniqueness on Word of Mouth. Journal of Marketing Research, Vol. 47, No. 3, 553-563.
- Chen, W. & Hirschheim, R. (2004), A paradigmatic and methodological examination of
- information systems research from 1991 to 2001, Information Systems Journal, Vol. 14,197-235.
- Chiou, J. (2004). The antecedents of consumers' loyalty toward internet service providers. Information & Management, Vol.41, No.6, 685-695.
- Cho, J. (2006). The mechanism of trust and distrust forming and their relational outcomes. Journal of Retailing, Vol.82, No.1, 25-35.
- Colliander, J. & Erlandsson S. (2015).The blog and the bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party, Journal of Marketing Communications, Vol.21, No.2, 110-124.
- Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13 No. 3, 319-339.
- Doyle, D. J., Heslop, A. L., Ramirez, A. & Cray D. (2012). “Trust intentions in readers of blogs”, Management Research Review, Vol.35, No.9, 837-856
- Egea, J.M.O. & Gonza´lez, M.V.R. (2011). Explaining physicians’ acceptance of EHCR systems: an extension of TAM with trust and risk factors, Computers in Human Behavior, Vol. 27 No. 1, 319-332.
- Fernando, A. (2007). Social media change the rules: Say farewell to top-down and hello to consumer- led communication, Communication World, 24 (1), 9-10.
- Fishbein, M. & Ajzen, I.(1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
- Fornell, C. & Larcker F. D.(1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research Vol:18, 39-50
- Gefen, D., Karahanna, E. & Straub, D.W. (2003). Trust and TAM in online shopping: an integrated model, MIS Quarterly, Vol. 27, No. 1, 51-90.
- Hair Jr. F. J., Black C. W., Babin J. B., Anderson E. R., & Tatham L. R. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall Inc.
- Heaney, J. (2007). Generation X and Y’s internet banking usage in Australia. Journal of Financial Services Marketing, Vol. 11, No.3, 196-210.
- Hsu, C.L. & Lin,C.J.(2008), Acceptance of blog usage: the roles of technology acceptance, social influence, and knowledge sharing motivation, Information & Management, Vol. 45 No. 1, 65-74.
- Hsu, C.L., Lin, C. J. & Chiang H. (2013), “The effects of blogger recommendations on customers’ online shopping intentions”, Internet Research,Vol.23, No.1, 69-88
- Hsu, H. & Tsou, T. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management, Vol.31, 510-523.
- Hsu , M.-H., Tien , S-W., Lin , H.-C., Chang , C.-M. (2015). Understanding the roles of cultural differences and socio-economic status in social media continuance intention,Information Technology & People, Vol. 28, No.1, 224 – 241.
- Huang, L., Chou, Y. & Lin, C. (2008), The influence of reading motives on the responses after reading blogs, CyberPsychology & Behavior, Vol. 11, No. 3, 351-355.
- Hu, L.T. and Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives, Structural Equation Modeling,Vol. 6, No.1, 1- 55.
- Johnson, T.J. and Kaye, B.K. (2009). In blog we trust? Deciphering credibility of components of the internet among politically interested internet users, Computers in Behavior, Vol. 25 No. 1, 175- 182. Lattin,J.M., Carroll,J.D. & Green P.E. (2003). Analyzing Multivariate Data, Duxbury applied series, Thomson Brooks/Cole.
- Lee, M. & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, Vol. 28, No.3, 473-499.
- Lenhart, A. & Fox, S. (2006). Bloggers: A Portrait of the Internet’s New Storytellers, Pew Internet & American Life Project, Washington, DC.
- Liljander, V., Gummerus, J., Söderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing, Internet Research, Vol.25, No.4, 610-632.
- Lim, K., Sia, C., Lee, M. & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies, Journal of Management Information Systems, Vol. 23, No. 2, 233-266.
- Lu, H.‐P. & Hsiao, K.‐L. (2007).Understanding intention to continuously share information on weblogs. Internet Research, Vol. 17, No: 4, 345 – 361.
- Mikalef, P., Giannakos, M., & Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, Vol.8, No.1,17-34.
- Mooney, K. and Rollins, N. (2008), The Open Brand: When Push Comes to Pull in a Web-made World, New Riders, Thousand Oaks, CA.
- Morton, L. P. (2002). Targeting Generation Y. Public Relations Quarterly, Vol. 47, No.2, 46-48.
- Netemeyer, R., G. Bearden, W. O. & Sharma, S. (2003). Scaling Procedures: Issues and Applications. Thousand Oaks, CA: Sage Publication.
- Ponterotto, J. (2005). Qualitative research in counseling psychology: a primer on research paradigms and philosophy of science, Journal of Counseling Psychology, Vol. 52, No. 2, 126-136.
- Samson, A. (2010) Product usage and firm-generated word of mouth: some results from FMCG product trials. International Journal of Market Research, Vol.52, No. 4, 459 -482.
- Scott, C.R. (2007), “Anonymity and self-disclosure on weblogs”, Journal of Computer-Mediated Communication, Vol. 12 No. 4, pp. 1428-1451.
- Sharma, S.(1996) Applied Multivariate Techniques, John Wiley & Sons, Inc.
- Stelzner, M.A.(2011). 2011 Social Media Marketing Industry Report Retrived from: http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 2011.:10.11.2016.
- Suk, K., & Mitchell, A. (2004). The effect of usage situation familiarity on memory, brand retrieval and consideration (Unpublished report/2004), Toronto, ON, Canada, University of Toronto.
- Technorati Media. (2012). Technorati Media Report,Digital Report 2012. Retrieved from http://www.technorati.com; 10.11.2016.
- To, P., Liao, C. & Lin, T. (2007). Shopping motivations on internet: A study based on utilitarian and hedonic value. Technovation, Vol. 27, 774-787.
- Tung, F.C., Chang, S.C. & Chou, C.M. (2008), “An extension of trust and TAM model with IDT in the adoption of the electronic logistics information system in HIS in the medical industry”, International Journal of Medical Informatics, Vol. 77, No. 5, 324-335.
- Venkatesh, V. & Bala,H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sci.,Vol. 39, 273-315.
- Wiedmann, K.P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. & Reeh, M.O.(2010). Online distribution of pharmaceuticals: investigating relations of consumers’ value perception, online shopping attitudes and behaviour in an e‐pharmacy context. Journal of Consumer Behaviour, Vol.9, No.2, 175‐199.
- Wu, C.M. (2011).How quality influence user’s continuance of the recommendation blog, Key Engineering Materials,Vol. 474-476, 1132-1136.
- Yueh H.P, Chen T.L, Chiu L.A & Lin W.C. Exploring factors affecting learner's perception of learning information and communication technology: A HLM analysis of a national farmers' training program in Taiwan. Educational Technology and Society, Vol.16, 231-242.
- Zhang, J. & Daugherty, T. (2009). Third‐Person Effect and Social Networking: Implications for Online Marketing and Word‐of‐Mouth Communication,American Journal of Business, Vol. 24, No. 2, 53 – 64.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Research Article |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Ocak 2017 |
| Gönderilme Tarihi | 1 Ocak 2017 |
| Yayımlandığı Sayı | Yıl 2017 Cilt: 8 Sayı: 26 |
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