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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2021 / Cilt: 14 - Sayı: 2

REDIBILITY OF CONSUMER INFORMATION SOURCES: AN EXPERIMENTAL STUDY

TÜKETİCİ BİLGİ KAYNAKLARININ KREDİBİLİTESİ: DENEYSEL BİR ARAŞTIRMA1

ERDEM ÖZKAN
Ahmet ŞEKERKAYA
Pages
[285]–[328]
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In conclusion, consumers’ credibility perceptions towards information sources and information in these sources differ according to the type of information sources.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to determine consumers’ credibility perceptions towards the information encountered in purchasing decision processes and the sources containing this information.
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Key Findings & Data:A scenario-based face-to-face survey method was used in the data collection process, and 600 valid data were collected.
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Conclusion & Impact:In conclusion, consumers’ credibility perceptions towards information sources and information in these sources differ according to the type of information sources.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This study aims to determine consumers’ credibility perceptions towards the information encountered in purchasing decision processes and the sources containing this information. Also, comparing consumer information sources according to credibility perceptions and explaining the effects of the product, information, and source-dependent features on consumer information sources’ credibility are other aims of this study. The research was designed with a factorial experimental design approach. A scenario-based face-to-face survey method was used in the data collection process, and 600 valid data were collected. Dependent t-test and MANOVA analysis were applied to the data. In conclusion, consumers’ credibility perceptions towards information sources and information in these sources differ according to the type of information sources. Also, consumers’ credibility perceptions differ according to the source familiarity, the product type, and the diagnosticity of the information in the sources related to the product.

Özet

Bu çalışmanın amacı, tüketicilerin satın alma karar süreçlerinde karşılaştıkları bilgilere ve bu bilgilerin yer aldığı kaynaklara yönelik kredibilite algılarının belirlenmesidir. Ayrıca bu çalışmada, kredibilite algılamalarına göre tüketici bilgi kaynaklarının kıyaslanması ve tüketici bilgi kaynaklarının kredibilitesi üzerinde ürüne, bilgiye ve kaynağa bağlı özelliklerin etkilerinin belirlenmesi de amaçlanmıştır. Araştırmanın yönteminde faktöriyel düzende bir deneysel tasarım yaklaşımı benimsenmiştir. Araştırmanın veri toplama sürecinde senaryo temelli yüz yüze anket yöntemi kullanılmıştır. Veri toplama süreci sonunda 600 geçerli veri elde edilmiştir. Elde edilen verilere bağımlı t-testi ve MANOVA analizleri uygulanmıştır. Sonuç olarak, tüketicilerin bilgi kaynaklarına ve bu kaynaklarda yer alan bilgilere yönelik kredibilite algılarının bilgi kaynaklarının türüne göre farklılık gösterdiği bulunmuştur. Ayrıca bilgi kaynaklarının kredibilitesinin söz konusu kaynakların bilinirliğine, ürün türüne ve ürüne ilişkin kaynaklarda yer alan bilginin netlik seviyesine göre farklılıklar gösterdiği belirlenmiştir.

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Cite This Article

ÖZKAN, E., ŞEKERKAYA, A. (2021). REDIBILITY OF CONSUMER INFORMATION SOURCES: AN EXPERIMENTAL STUDY. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 14 - Sayı: 2, [285]–[328]. https://ajindex.com/articles/388195

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