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Journals / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi / 2019 / Cilt: 7 - Sayı: 6

Examining Differences between the Motivations of Providing and Seeking Electronic Word-of-Mouth among Turkish and Foreign Student Groups

Elektronik Ağızdan Ağıza İletişim Arama ve Sağlama Güdülerinin Türk ve Yabancı Öğrenci Gruplarına Göre Farklılıklarının İncelenmesi

Adem UYSAL
Zehra BOZBAY
Esra’a ZAİD
Pages
175–185
Publication Date
2022-10-11
DOI
—
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AI Summary & Key Takeaways

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

According to the findings of the study; "socially relevant product information" from the eWOM providing motive is important for foreign student groups wheras "risk reduction", "product use information" from the eWOM motivations of providing and "emergence of negative emotions" from the eWOM motivations of seeking are found as discriminators for Turkish student groups.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to determine the electronic word-of-mouth communication (eWOM) motivations of providing and seeking, and whether these motivations differ among to the groups of students from different nations.
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Key Findings & Data:A survey was carried out for Turkish and foreign student groups in Istanbul.
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Conclusion & Impact:According to the findings of the study; "socially relevant product information" from the eWOM providing motive is important for foreign student groups wheras "risk reduction", "product use information" from the eWOM motivations of providing and "emergence of negative emotions" from the eWOM motivations of seeking are found as discriminators for Turkish student groups.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The purpose of this study is to determine the electronic word-of-mouth communication (eWOM) motivations of providing and seeking, and whether these motivations differ among to the groups of students from different nations. A survey was carried out for Turkish and foreign student groups in Istanbul. In the study, eWOM seeking motivations consist of "social interaction benefits", "risk reduction", "social essential product information" and "product usage information", and eWOM providing motivations consist of "self-improvement", "social benefit", and "negative emotions" dimensions. According to the findings of the study; "socially relevant product information" from the eWOM providing motive is important for foreign student groups wheras "risk reduction", "product use information" from the eWOM motivations of providing and "emergence of negative emotions" from the eWOM motivations of seeking are found as discriminators for Turkish student groups.

Özet

Bu çalışmanın amacı tüketicilerin elektronik ağızdan ağıza iletişim (eAAİ) arama ve sağlamagüdülerinin ortaya konulması ve bu güdülerin farklı uyruklara mensup öğrenci gruplarına göredeğişip değişmediğinin belirlenmesidir. İstanbul’da yaşayan Türk ve yabancı öğrenci gruplarınayönelik olarak bir araştırma yapılmıştır. Çalışmada, eAAİ arama güdülerinin; "sosyal etkileşimfaydaları", "risk azaltma", "sosyal yönelimli ürün bilgisi" ve "ürün kullanım bilgileri", eAAİsağlama güdülerinin ise "kendini geliştirme", "sosyal fayda", ve "olumsuz duyguların ortayaçıkışı" alt boyutlarından oluştuğu saptanmıştır. Çalışmanın bulgularına göre; yabancı öğrencigrupları için arama güdülerinden "sosyal yönelimli ürün bilgisi" faktörünün önemli olduğu, Türköğrenci grupları için ise arama güdülerinden "risk azaltma", "ürün kullanım bilgileri" ve sağlamagüdülerinden "olumsuz duyguların ortaya çıkışı" faktörlerin ayırt edici olduğu yapılandiskriminant analiz sonucunda elde edilmiştir.

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Cite This Article

UYSAL, A., BOZBAY, Z., ZAİD, E. (2022). Examining Differences between the Motivations of Providing and Seeking Electronic Word-of-Mouth among Turkish and Foreign Student Groups. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, Cilt: 7 - Sayı: 6, 175–185. https://ajindex.com/articles/439980

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