Bilgilendirme: Sürüm Güncellemesi ve versiyon yükseltmesi nedeniyle, geçici süreyle zaman zaman kesintiler yaşanabilir ve veri içeriğinde değişkenlikler gözlemlenebilir. Göstereceğiniz anlayış için teşekkür ederiz.

Browsing by Author "Pirnia, Tara"

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    Master Thesis
    The impact of the E-WOM activities on consumers' purchasing decisions: An applied research on female consumers in Tabriz
    (2018) Pirnia, Tara; 01. Çankaya Üniversitesi
    Word-of-mouth (WOM) known as a one of the most essential information sources among consumers when they making a purchase decision. However, with the development of the Internet specially nascence of social media, a new perspective has been brought for WOM that enabling consumers to communicate with each other online by engaging in electronic word of mouth. In different social media platforms, people are able to post, share and exchange their view and experiences about the product or services to inform and up to date consumers who want to collect information and making decision in order to purchase service or a product or not. This research discusses the electronic word of mouth within the context web 2.0. Mainly, this dissertation studies the influence of online consumer reviews, one model of e-WOM, in social media on consumers` purchase decision. Also look at the differences between frequency of checking reviews and demographic characteristics of target group such as age and educational level. The study used a questionnaire to survey 385 females from the Tabriz, Iran to validate the impact of the eWOM scale on female consumers' purchase decision. The data was analyzed by using the SPSS. Findings demonstrate that the influence of e-WOM depends on valance, source credibility, timeliness, quality and the volume of information obtained from e-WOM. More interestingly, valance, quality and timeliness of the OCR has a greater perceived influence than volume and trustworthiness on females' decision. We also find that there exists a differences between consumers' frequency of checking reviews and educational level of consumers while there are no differences between consumers' frequency of checking reviews and age of consumers. A suggestion for further study is enclosed.