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TÜKETİCİ MOBİL ÖZ YETERLİLİĞİNİN VE ÇEVRİMİÇİ TÜKETİCİ YORUMLARININ ÇEVRİMİÇİ SATIN ALMA NİYETİ İLE İLİŞKİSİ

Year 2023, Volume: 24 Issue: 4, 287 - 309, 27.12.2023

Kevser Ezgi Kaynar Aslıhan Yavuzalp Marangoz

https://doi.org/10.53443/anadoluibfd.1275956

Abstract

Bu çalışmanın amacı, tüketici mobil öz yeterliliğinin ve çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyetine olan etkisini belirlemektir. Yapılan bu çalışma ile çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyetine olan etkisinde mobil öz yeterliliğin düzenleyici rolü araştırılmaktadır. Araştırma kapsamında kolayda örneklem yöntemiyle çevrimiçi olarak 450 katılımcıya ulaşılmıştır. Elde edilen verilerin geçerlilik ve güvenilirlikleri, açıklayıcı ve doğrulayıcı faktör analizi yardımıyla test edilmiştir. Araştırma hipotezlerinin test edilebilmesi amacıyla yapısal eşitlik modeli analizi uygulanmıştır. Analizler sonucunda, tüketici mobil öz yeterliliğinin ve çevrimiçi tüketici yorumlarının, çevrimiçi satın alma niyeti üzerindeki anlamlı etkisi ortaya konulmuştur. Buna ek olarak, çevrimiçi tüketici yorumlarına kıyasla, tüketici mobil öz yeterliliğin çevrimiçi satın alma niyeti üzerindeki etkisinin daha fazla olduğu görülmüştür. Çalışmanın bulgularına göre, çevrimiçi tüketici yorumlarının çevrimiçi satın alma niyeti üzerindeki etkisinde, tüketici mobil öz yeterliliğin düzenleyici rolüne ilişkin anlamlı bir etkisinin bulunmadığı tespit edilmiştir. Araştırmadan elde edilen bulguların literatüre katkı sağlayacağı düşünülmektedir.

Keywords

Mobil Öz Yeterlilik Çevrimiçi Tüketici Yorumları Çevrimiçi Satın Alma Niyeti

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THE RELATIONSHIP OF CONSUMER MOBILE SELF EFFICACY AND ONLINE CONSUMER REVIEWS WITH ONLINE PURCHASE INTENTION

Year 2023, Volume: 24 Issue: 4, 287 - 309, 27.12.2023

Kevser Ezgi Kaynar Aslıhan Yavuzalp Marangoz

https://doi.org/10.53443/anadoluibfd.1275956

Abstract

The aim of this study is to determine the effect of consumer mobile self-efficacy and online consumer reviews on online purchase intention. With this study, moderator role of mobile self-efficacy in the effect of online consumer reviews on online purchase intention was investigated. For the research, 450 participants were reached with the convenience sampling method. The validity and reliability of the obtained data were tested with explanatory and confirmatory factor analysis. Structural equation model analysis was applied for research hypotheses. The significant effect of mobile self-efficacy and online consumer reviews on purchase intention was revealed. Compared to consumer reviews, the effect of mobile self-efficacy on purchase intention was found to be greater. According to the findings of the study, it was determined that there was no significant effect on the moderating role of consumer mobile self-efficacy in the effect of online consumer reviews on online purchasing intention. The results of the study are considered to contribute to the literature.

Keywords

Mobile Self-Efficacy Online Consumer Reviews Online Purchase Intention

References

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  • Filieri, R., Galati, F., & Raguseo, E. (2021). The impact of service attributes and category on eWOM helpfulness: An investigation of extremely negative and positive ratings using latent semantic analytics and regression analysis. Computers in Human Behavior, 114. doi: 10.1016/j.chb.2020.106527
  • Furner, C. P., Zinko, R., & Zhu, Z. (2018). Examining the role of mobile self-efficacy in the word-of-mouth / mobile product reviews relationship. International Journal of E-Services and Mobile Applications, 10(4), 40-60. doi: 10.4018/IJESMA.2018100103
  • Furner, C. P., Zinko, R., Zhu, Z., McDowell, W., & Dalton, A. (2014). Online word-of-mouth and mobile product reviews: An experimental investigation of the mediating role of mobile self efficacy. Wuhan International Conference on E-Business-Human Behavior and Social Impacts on E-Business, 66, 300-308.
  • Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri. (5. Baskı). Ankara: Seçkin Yayıncılık.
  • Gürsoy, D. (2018). A critical review of determinants of information search behavior and utilization of online reviews in decision making process. International Journal of Hospitality Management, 76(Part B), 53-60. doi: 10.1016/j.ijhm.2018.06.003
  • Habiboğlu, Ö., Akturan, U., & Pirtini, S. (2021). E-perakendecilerin bilgi yönetimi ve tüketici çevrimiçi güven unsurlarına ilişkin uygulamaları: Ampirik bir çalışma. Journal of Research in Business, 6(2), 303-318. doi: 10.29228/JRB.903789
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  • Hamdan, K. M., Al-Bashaireh, A. M., Zahran, Z., Al-Daghestani, A., AL-Habashneh, S., & Shaheen, A. M. (2021). University students' interaction, internet self-efficacy, self-regulation and satisfaction with online education during pandemic crises of COVID-19 (SARS-CoV-2). International Journal of Educational Management, 35(3), 713-725. doi: 10.1108/IJEM-11-2020-0513
  • Hammer, M., Scheiter, K., & Stürmer, K. (2021). New technology, new role of parents: How parents' beliefs and behavior affect students’ digital media self-efficacy. Computers in Human Behavior, 116. doi: 10.1016/j.chb.2020.106642
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  • Hanham, J., Lee, C. B., & Teo, T. (2021). The influence of technology acceptance, academic self-efficacy, and gender on academic achievement through online tutoring. Computers & Education, 172. doi: 10.1016/j.compedu.2021.104252
  • Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant inpredicting purchase intention. International Journal of Information Management, 33, 927-939. doi: 10.1016/j.ijinfomgt.2013.08.007
  • Iconaru, C. (2013). The moderating role of perceived self-efficacy in the context of online buying adoption. Broad Research in Accounting, Negotiation, and Distribution, 4(1), 20-29.
  • İktisadi İşbirliği ve Gelişme Teşkilatı (2019). Understanding online consumer ratings and reviews. https://www.oecd-ilibrary.org/science-and-technology/understanding-online-consumer-ratings-and-reviews_eb018587-en adresinden erişildi.
  • Jaradat, M. R. M., & Faqih, K.M.S. (2014). Investigating the moderating effects of gender and self-efficacy in the context of mobile payment adoption: A developing country perspective. International Journal of Business and Management, 9(11), 147-169.
  • Jondeau, E., & Rockinger, M. (2003). Conditional volatility, skewness, and kurtosis: existence, persistence, and comovements. Journal of Economic Dynamics & Control, 27, 1699 – 1737. doi: 10.1016/S0165-1889(02)00079-9
  • Karataş, İ. A. (2022). Çevrimiçi tüketici ve fenomen yorumlarının çevrimiçi satın alma davranışı üzerine etkisi. Turkish Studies-Economy, 17(3), 693-711. doi: 10.7827/TurkishStudies.63092
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Araştırma Makalesi
Authors

Kevser Ezgi Kaynar 0000-0003-1242-7792

Aslıhan Yavuzalp Marangoz 0000-0002-5119-4330

Publication Date December 27, 2023
Submission Date April 3, 2023
Published in Issue Year 2023 Volume: 24 Issue: 4

Cite

APA Kaynar, K. E., & Yavuzalp Marangoz, A. (2023). TÜKETİCİ MOBİL ÖZ YETERLİLİĞİNİN VE ÇEVRİMİÇİ TÜKETİCİ YORUMLARININ ÇEVRİMİÇİ SATIN ALMA NİYETİ İLE İLİŞKİSİ. Anadolu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 24(4), 287-309. https://doi.org/10.53443/anadoluibfd.1275956
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