Research Article
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Algılanan Değer, Güven ve Promosyonun Elektronik Kulaktan Kulağa Pazarlama Üzerine Etkisi: Online Yemek Siparişi Üzerine Bir Araştırma

Year 2024, Issue: 53, 335 - 351, 30.04.2024

İbrahim Avcı

https://doi.org/10.52642/susbed.1410031

Abstract

Değişen tüketici davranışları yemek tüketimine de yansımış ve günümüzde tüketiciler internet üzerinden yemek siparişi vermeye başlamıştır. Tüketiciler yemek siparişlerini, online yemek sipariş hizmeti sunan işletmelerin web sitesi ve mobil uygulamaları üzerinden verebilmektedir. Araştırmanın amacı web sitesi ya da mobil uygulamalar üzerinden yemek siparişi vermiş olan tüketicilerin algıladıkları değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerindeki etkisini ortaya çıkarmaktır. Nicel araştırma yönteminin tercih edildiği araştırmada, anket tekniği kullanılmış ve veriler tesadüfi olmayan örneklem yöntemlerinden kolayda örneklem yöntemi ile elde edilmiştir. Bu doğrultuda veriler daha önce online yemek siparişi vermiş olan tüketicilerden Kasım-Aralık (2023) aylarında online olarak toplanmıştır. Elde edilen veriler SPSS 25 ve AMOS 24 istatistik paket programları ile analiz edilmiştir. Yapılan analiz sonucunda online yemek siparişi hizmeti sunan web sitesi ve mobil uygulamalarla ilgili algılanan değer, güven ve promosyonun elektronik kulaktan kulağa pazarlama davranışı üzerinde pozitif yönde anlamlı etkilerinin olduğu belirlenmiştir. Elde edilen sonuçlar hem teorik hem de uygulamaya yönelik önemli katkılar sağlamaktadır.

Keywords

Algılanan Değer Güven Promosyon E-Womm Online Yemek Siparişi

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The Effect of Perceived Value, Trust and Promotion on Electronic Word-of-Mouth Marketing: A Study on Online Food Ordering

Year 2024, Issue: 53, 335 - 351, 30.04.2024

İbrahim Avcı

https://doi.org/10.52642/susbed.1410031

Abstract

Changing consumer behaviors are also reflected in food consumption and today consumers have started to order food over the internet. Consumers can place their food orders through the websites and mobile applications of businesses that offer online food ordering services. The purpose of this study is to reveal the effect of perceived value, trust and promotion by consumers who have ordered food through websites or mobile applications on electronic word-of-mouth marketing behavior. In the research where the quantitative research method was preferred, the survey technique was employed and the data was gathered via convenience sampling method, one of the non-random sample methods. For this purpose, data were collected online in November-December (2023) from consumers who had previously ordered food online. The data obtained were analyzed with SPSS 25 and AMOS 24 statistical package programs. As a result of the analysis, it was determined that perceived value, trust and promotion of online food ordering websites and mobile applications have positive and significant effects on electronic word-of-mouth marketing behavior. The results obtained provide important contributions both theoretically and practically.

Keywords

Perceived Value Trust Promotion E-Womm Online Food Ordering

References

  • Abdolvand, M.A., & Norouzi, A. (2012). The effect of customer perceived value on word of mouth and loyalty in b-2-b marketing. Research Journal of Applied Sciences, Engineering and Technology, 4, 4973-4978.
  • Akgün, V.Ö., & Zerenler, M. (2021). Determining the purchasing ıntentions of consumers during the pandemic: a research on online food orders. Journal of Current Researches on Social Sciences, 11(1), 129-146.
  • Al-Gasawneh, J.A., & Al-Adamat, A.M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase ıntention. Management Science Letters, 10, 1701–1708.
  • An, S. Eck, T., & Yim, H. (2023). Understanding consumers’ acceptance ıntention to use mobile food delivery applications through an extended technology acceptance Model. Sustainability, 15, 832. https://doi.org/10.3390/su15010832.
  • Arı, E., & Yılmaz, V. (2015). Üniversite öğrencilerinin online yemek siparişi davranışlarının teknoloji kabul modeliyle araştırılması. Alanya İşletme Fakültesi Dergisi, 7(2), 65-84.
  • Barreda, A.A. Bilgihan, A., & Kageyama, Y. (2015). The role of trust in creating positive word of mouth and behavioral ıntentions: the case of online social networks. Journal of Relationship Marketing, 14(1), 16-36.
  • Biyalogorsky, E. Gerstner, E., & Libai, B. (2001). Customer referral management: optimal reward programs. Marketing Science, 20(1), 82–95.
  • Chang, M. K. Cheung, W., & Tang, M. (2013). Building trust online: Interactions among trust building mechanisms. Information & Management, 50(7), 439-445.
  • Chavan, V. Jadhav, P. Korade, S., & Teli, P. (2015). Implementing customizable online food ordering system using web based application. IJISET - International Journal of Innovative Science, Engineering & Technology, 2(4), 722-727.
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  • Erdoğan, G. (2022). Mobil yemek siparişi uygulamalarında müşteri tatminini etkileyen faktörler. İşletme Araştırmaları Dergisi, 14(4), 2771–2784.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. doi.org/10.2307/3151312
  • Ganapathi, P., & Abu-Shanab, E.A. (2020). Customer satisfaction with online food ordering portals in qatar. Int. J. E Serv. Mob. Appl., 12, 57-79.
  • Geçti, F. Yasatekin, H. Koçyiğit Bayniş, İ., & Üner, Ö. F. (2022). Algılanan değer, güven ve satın alma niyeti arasındaki ilişkilerin incelenmesi: otomobil paylaşım platformları üzerine bir çalışma. Trafik ve Ulaşım Araştırmaları Dergisi, 5(2), 142-166. doi.org/10.38002/tuad.1173248.
  • Goldsmith, R.E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14. doi.org/10.1080/15252019.2006.10722114.
  • Gupta, P., & Harris, J. (2010). How e-wom recommendations ınfluence product consideration and quality of choice: a motivation to process information perspective. Journal of Business Research, 63(9-10), 1041–1049. doi.org/10.1016/j.jbusres.2009.01.015.
  • Güleç Yalçın, F. (2022). Yemek siparişi uygulamaları sektörü Türkiye’de yüzde 50 büyüdü https://fintechtime.com/2022/01/yemek-siparisi-uygulamalari-sektoru-turkiyede-yuzde-50-buyudu/ (Erişim Tarihi: 22.11.2023).
  • Gündüz, Y., & Coşkun, Z.S. (2012). Öğrenci algısına göre öğretmen etik değerler ölçeğinin geliştirilmesi: geçerlik ve güvenirlik çalışması. Ahi Evran Üniversitesi Kırşehir Eğitim Fakültesi Dergisi, 13(1), 111-131.
  • Gürbüz, S., & Şahin, F. (2017). Sosyal bilimlerde araştırma yöntemleri (Gözden geçirilmiş ve güncellenmiş 4.baskı). Ankara: Seçkin Yayıncılık.
  • Hair, J.F. Black, W. Babin, B., & Anderson, R. (2009). Multivariate data analysis, N.J: Prentice Hall.
  • Hanaysha, J.R. (2021). Impact of price promotion, corporate social responsibility, and social media marketing on word of mouth. Business Perspectives and Research, 9(3), 446-461. doi.org/10.1177/2278533721989839
  • Hennig-Thurau, T. Gwinner, K.P. Walsh, G., & Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the ınternet?. Journal of Interactive Marketing, 18(1), 38-52. doi.org/10.1002/dir.10073.
  • Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: ımplications for consumer behaviour. Frontiers in Psychology, 8, 1-4, doi.org/10.3389/fpsyg.2017.01256
  • Johnston, R., & X. Kong. (2011). The customer experience: a roadmap for improvement. Managing Service Quality, 21(1), 5–24.
  • Kaisheng, Z. (2011). Online sales promotion and ımpulse buying online in the e-business age: a theoretical model approach, 2011 IEEE 2nd International Conference on Software Engineering and Service Science, Beijing, China, 618-621. doi: 10.1109/ICSESS.2011.5982399.
  • Kamalasena, B.D., & Sirisena, A.B. (2021). The impact of online communities and e word of mouth on purchase ıntention of generation y: the mediating role of brand trust. Sri Lanka Journal of Marketing, 7(1), 92-116.
  • Kapoor, A.P., & Vij, M. (2018). Technology at the dinner table: ordering food online through mobile apps. J. Retail. Consum. Serv., 43, 342–351.
  • Kassim, N., & Abdullah, N.A. (2010). The effect of perceived service quality di-mensions on customer satisfaction, trust, and loyalty in e-commerce settings: across cultural analysis, Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371.
  • Kılıçalp, M., & Özdoğan, O.N. (2019). Paket yemek siparişlerinde çevrimiçi aracı kullanan tüketici davranışlarının genişletilmiş teknoloji kabul modeliyle araştırılması. Uluslararası Güncel Turizm Araştırmaları Dergisi, 3(2), 148-163.
  • Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs, 13(2), 146–159. doi.org/10.1002/pa.1470.
  • Kim, J.J. Nam, M., & Kim, I. (2019). The effect of trust on value on travel websites: enhancing well-being and word-of-mouth among the elderly. Journal of Travel & Tourism Marketing, 36(1), 76-89.
  • Kotler, P.J., & Armstrong, G.M. (2008). Principles of marketing. Upper Saddle River, NJ: Prentice Hall.
  • Kristina, T., & Sugiarto, C. (2020). The role of trust mediates in the influence of social media marketing and electronic word-of-mouth on purchase intention. Management and Entrepreneurship: Trends of Development, 4(14), 102-113.
  • Liao, S. Chung, Y. Hung, Y.R., & Widowati, R. (2010). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. IEEE International Conference on Industrial Engineering and Engineering Management, 1319-1323, Macao, China.
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There are 63 citations in total.

Details

Primary Language Turkish
Subjects Marketing Communications, Marketing (Other)
Journal Section Research Articles
Authors

İbrahim Avcı 0000-0001-9112-5076

Publication Date April 30, 2024
Submission Date December 26, 2023
Acceptance Date March 20, 2024
Published in Issue Year 2024 Issue: 53

Cite

APA Avcı, İ. (2024). Algılanan Değer, Güven ve Promosyonun Elektronik Kulaktan Kulağa Pazarlama Üzerine Etkisi: Online Yemek Siparişi Üzerine Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(53), 335-351. https://doi.org/10.52642/susbed.1410031
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