Research Article
BibTex RIS Cite

Elektronik Hizmet Ortamının Marka Değerine Etkisinde Ağızdan Ağıza İletişimin Aracı ve Düzenleyici Etkileri

Year 2025, , 77 - 94, 21.01.2025

Mahmut Koçan , Emel Yıldız

https://doi.org/10.37880/cumuiibf.1549907

Abstract

Bu çalışmanın temel amacı, çevrimiçi pazar yeri ve işletmeden tüketiciye web sitelerinin hizmet ortamlarının marka değerine etkisinde elektronik ağızdan ağıza iletişimin aracılık ve düzenleyici rolünü belirlemektir. Ayrıca çalışmada, elektronik hizmet ortamının elektronik ağızdan ağıza iletişim ve marka değerine etkisi ile elektronik ağızdan ağıza iletişimin marka değerine etkisi incelenmektedir. Araştırmada, son altı ayda internetten ürün satın alan tüketicilerden 402 adet kullanılabilir anket elde edilmiştir. Elektronik hizmet ortamı, marka değeri ve elektronik ağızdan ağıza iletişimin ölçeklerinin güvenirliliğini, geçerliliğini ve araştırma hipotezlerini test etmek için SPSS ve AMOS programları kullanılmıştır. Sonuç olarak, elektronik hizmet ortamının marka değerini ve elektronik ağızdan ağıza iletişimi etkilediği, elektronik hizmet ortamının marka değerine olan olumlu etkisinde elektronik ağızdan ağıza iletişimin kısmi aracılık rolü olduğu belirlenmiştir. Elektronik ağızdan ağıza iletişim, elektronik hizmet ortamının (eğlence değeri, kullanılabilirlik, bilginin uygunluğu, özelleştirme ve etkileşim) marka değerine olan etkisinde düzenleyici bir rolü olduğu belirlenmiştir. Araştırmanın literatüre en önemli katkısı, web sitelerinin elektronik hizmet ortamının marka değerine olan etkisinde elektronik ağızdan ağıza iletişimin aracılık eden ve düzenleyici rolünü vurgulamasıdır. Bu çalışma, yalnızca çevrimiçi pazar yerleri ve B2C e-ticaretinde faaliyet gösteren web sitelerinin hizmet ortamlarını ve marka değerini incelediği için önem taşımaktadır.

Keywords

Markalaşma Marka değeri Elektronik ticaret Elektronik hizmet ortamı Elektronik ağızdan ağıza iletişim

Ethical Statement

Bu çalışmanın hazırlanma sürecinde bilimsel ve etik ilkelere uyulduğu ve yararlanılan tüm çalışmaların kaynakçada belirtildiği beyan olunur.

Supporting Institution

Bu araştırmayı desteklemek için dış fon kullanılmamıştır.

References

  • Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  • Abubakar, A. M. & Ilkan, M. (2016). Impact of online wom on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5(3), 192-201. https://doi.org/10.1016/j.jdmm.2015.12.005
  • Adiwijaya, M., Kaihatu, T., Nugroho, A. & Kartika, E. W. (2017). The issues of risk, trust, and customer intention: A search for the relationship. Risk Governance and Control: Financial Markets and Institutions, 7(1), 82-90. https://doi.org/10.22495/rgcv7i1art11
  • Alipoor, V., Sa'di, M. R. & Golshan, G. (2022). Investigating the impact of e-servicescape dimensions and experience & risk factors on E-WOM: Mediating role of trust. Journal of Business Intelligence Management Studies, 11(41), 87-114. https://doi.org/10.22054/IMS.2022.64229.2080
  • Amalia, M., Maupa, H. & Parawansa, D. A. S. (2021). The influence of social media marketing and electronic word of mouth (e-WOM) on brand equity and its impact on purchasing decisions case studies on briton english education. Hasanuddin Journal of Applied Business and Entrepreneurship, 4(1), 65-74.
  • Amer, S. M. (2021). The effect of e-servicescape, website trust and perceived value on consumer online booking ıntentions: the moderating role of online booking experience. International Business Research, 14(6), 133-149. https://doi.org/10.5539/ibr.v14n6p133
  • Andriani, P., Setyorini, N. & Shibghatalloh, A. H. (2021). Investigating e-servicescape influence to customer response in digital Islamic banking. International Journal of Islamic Economics and Finance, 4(1), 101-120. https://doi.org/10.18196/ijief.v4i1.10299
  • Aprianti, R. & Rachmawati, I. (2020). The effect of e-servicescape dimensions on repurchase intention with trust as an intervening variable. Journal of Management and Business, 4(3), 309-315.
  • Aprilia, R. W. P. K. & Purwanto, S. (2023). The effect of e-servicescape and gamification on TOKOPEDIA customer loyalty (Study on TOKOPEDIA customers in SURABAYA City). COSTING: Journal of Economic, Business and Accounting, 7(1), 1632-1640. https://doi.org/10.31539/costing.v7i1.7308
  • Athapathhu, A. M. B. T., Ushantha, R. A .C. & Rathnayaka, R. M. K. T. (2019, October). The impact of e-servicescape on consumers’ online purchase intention towards online retail websites in Sri Lanka: The mediating effect of website trust. In Proceedings of the 4th Interdisciplinary Conference of Management Researchers (pp. 28-46).
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  • Bahi, H. A., Pratikto, H. & Dhewi, T. S. (2020). The impact of e-WOM and advertising on purchase decision SI.SE.SA Syar’ı clothes with brand awareness as an intervening variables (a study on SI.SE.SA fashion consumers). International Journal of Business, Economics and Law, 23(1), 255-261.
  • Ballantyne, D. & Nilsson, E. (2017). All that is solid melts into air: The servicescape in digital service space. Journal of Services Marketing, 31(3), 226-235. https://doi.org/10.1108/JSM-03-2016-0115
  • Bambauer-Sachse, S. & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45. https://doi.org/10.1016/j.jretconser.2010.09.003
  • Bandalos, D. L. (2002). The effects of item parceling on goodness-of-fit and parameter estimate bias in structural equation modeling. Structural Equation Modeling, 9(1), 78-102. https://doi.org/10.1207/S15328007SEM0901_5
  • Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  • Brand Finance (2021, June 10). Global-500. Retrieved from https://brandirectory.com/rankings/global/table.
  • Budiman, S. (2021). The effect of social media on brand image and brand loyalty in generation Y. Journal of Asian Finance, Economics and Business, 8(3), 1339-1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
  • Bulut, Z. A. & Onaran, B. (2017, September). The link between consumers’ online shopping behaviours and e-servicescape in C2C e-commerce: Evidences from Turkey. In Proceedings of the 23rd International Scientific Conference on Economic and Social Development (pp. 390-400).
  • Chieng, F. Y. L. & Lee, G. C. (2011). Customer-based brand equity: A literature review. Journal of Arts Science & Commerce, 2, 33-42.
  • Christodoulides, G. & Chernatony, L. (2010). Consumer-based brand equity conceptualisation and measurement: A literature review. International Journal of Market Research, 52(1), 43-66. https://doi.org/10.2501/S1470785310201053
  • Cuong, P. H. (2020). Factors influencing e-WOM online consumer goods purchase behavior: Evidence from Vietnam. Academy of Entrepreneurship Journal, 26(2), 1-11.
  • Dassanayake, H. C. & Senevirathne, A. (2018). Impact of e-servicescapes on student engagement: Mediating impact of experience quality. Asian Association of Open Universities Journal, 13(2), 203-222. https://doi.org/10.1108/aaouj-11-2018-0024
  • Datareportal (2020, December 20). Digital 2020: Global digital overview. Retrieved from https://datareportal.com/reports/digital-2020-global-digital-overview.
  • Dewi, N. P. T. & Rastini, N. M. (2020). The role of brand image mediating the effect of e-WOM on the purchase intention of Yamaha n-max in Denpasar city. American Journal of Humanities and Social Sciences Research, 4(3), 60-66.
  • Dewi, K. A. P. & Giantari, I. G. A. K. (2020). The role of brand image in mediating the influence of e-WOM and celebrity endorser on purchase intention. American Journal of Humanities and Social Sciences Research, 4(1), 221-232.
  • Duarte, P., Costa e Silva, S. & Ferreira, M.B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
  • Dülek, B. & Saydan, R. (2019, December). The effect of electronic word of mouth on brand awareness, brand image and brand loyalty. In Proceedings of the 3rd International Congress of Social Sciences and Humanities (pp. 887-897). (ISPEC)
  • Elseidi, R. I. & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image. International conference on Restructuring of the Global Economy, 7(5), 268-276.
  • Erşen, D., Karabıyık Yerden, N. & Öztek, M. (2020). The effect of electronic word of mouth on brand loyalty through brand trust within the scope of information adoption model: A research on online consumers. Galatasaray University Journal of Communication, 32, 163-197. https://doi.org/10.16878/gsuilet.696855
  • Fadillah, L. M., Afifah, D., Samosir, J. R. & Ayutia, Y. (2020). Promotion of garuda Indonesia through social media on e–WOM, online ticket sales, and brand image during the Covid–19 Pandemic. Global Research on Sustainable Transport & Logistic, 718-726.
  • Faiza, N. & Rachman, R. (2023). Perceived value as a mediation of the influence of e-servicescape on customer loyalty. Journal of Economics and Business Growth (JEBG), 21(2), 458-472. https://doi.org/10.36841/growth-journal.v21i2.3975
  • Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 24-33.
  • Febrian, A. & Fadly, M. (2021). The impact of customer satisfaction with e-WOM and brand equity on e-commerce purchase intention in Indonesia moderated by culture. Binus Business Review, 12(1), 41-51. https://doi.org/10.21512/bbr.v12i1.6419
  • Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M. & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
  • Foster, B. & Johansyah, M. D. (2020). Effect of the use of internet marketing and e-WOM on brand awareness. Opcion, 36(91), 158-175.
  • Ganguly, B., Dash, S. B., Cyr, D. & Head, M. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4/5), 302-330. https://doi.org/10.1504/ijeb.2010.035289
  • Garlet, N., Santos, A. R. & Tezza, R. (2018). The impact of the institutional website on corporate image: A framework proposition from the e-servicescape. Brazillian Journal of Marketing, 17(6), 946-960. https://doi.org/10.5585/bmj.v17i6.3906
  • Gaskin, J. (2016, January 20). StatWiki. Retrieved from www.statwiki.gaskination.com.
  • Gharibi, N., Rudsari, S. M. M. & Nasouti, M. (2020). Tourists’ e-loyalty to a destination website: A case of an Iranian tourism website. International Journal of Tourism Policy, 10(1), 88-96. https://doi.org/10.1504/IJTP.2020.107198
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson R. E. (2014). Multivariate data analysis. London: Pearson.
  • Hakim, L. & Deswindi, L. (2015). Assessing the effects of e-servicescape on customer intention: A study on the hospital websites in South Jakarta. Procedia-Social and Behavioral Sciences, 169, 227-239. https://doi.org/10.1016/j.sbspro.2015.01.306
  • Hall, R. J., Snell, A. F. & Foust, M. S. (1999). Item parceling strategies in SEM: Investigating the subtle effects of unmodeled secondary constructs. Organizational Research Methods, 2(3), 233-256. https://doi.org/10.1177/109442819923002
  • Harris, L.C. & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631
  • Hee-Young, J. (2016). Effects of e-servicescape of eco-friendly agricultural product specialty shopping malls on site loyalty of shopping mall users: Focusing on mediation effects of trust, site image and involvement. Journal of Distribution Management, 19(6), 43-67. https://doi.org/10.17961 / jdmr.19.6.201612.43
  • 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 Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Hermantoro, M. & Albari (2022). E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta. Internatıonal Journal of Busıness Ecosystem & Strategy, 4(4), 39-49. http://dx.doi.org/10.36096/ijbes.v4i4.354
  • Hopkins, C. D., Grove, S. J., Raymond, M. A. & Laforge, M. C. (2009). Designing the e-servicescape: Implications for online retailers. Journal of Internet Commerce, 8(1/2), 23-43. https://doi.org/10.1080/15332860903182487
  • Huang, D., Li, Z., Mou, J. & Liu, X. (2017). Effects of flow on young chinese consumers’ purchase intention: A study of e-servicescape in hotel booking context. Information Technology and Tourism, 17(2), 203-228. https://doi.org/10.1007/s40558-016-0073-0
  • Ihsan, A. & Kurniawati, D. T. (2019). The effect of e-servicescape dimension on Tokopedia consumer trust. Student Scientific Journal, 8(2), 1-15.
  • Ivana, W. & Uturestantix. (2018). Does brand image certainly mediate relationships between e-WOM and purchase intention? A case study of Samsung smartphone marketing in Papua. Advances in Social Sciences Research Journal, 5(3), 567-577. https://doi.org/10.14738/assrj.53.3896
  • Jalilian, H., Ebrahimi, E. & Mahmoudian, O. (2013). The effect of electronic word of mouth (e-WOM) on consumer’s purchase intention through customer based brand equity. Journal of Business Management, 4(4), 41-64.
  • Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946
  • Jatmika, C. S. (2014). The effect of electronic word of mouth on brand image and purchase intention of Samsung smartphone in Surabaya. University of Surabaya Student Scientific Journal, 3(2), 1-15.
  • Jeong, M., Oh, H. & Gregoire, M. (2003). Conceptualizing web site quality and its consequence in the lodging industry. International Journal of Hospitality Management, 22(2), 161-175.
  • Kechagia, K. (2018). Servicescape in digital environment. Unpublished master thesis, Aristotle University of Thessaloniki, Thessaloniki.
  • Keller, K. L. (1993). Conceptualizing measuring, and managing costumer-based brand equity. Journal of Marketing, 57, 1-22.
  • Keller, K. L. (2013). Strategic brand management. Boston: Pearson.
  • Khuong, M. N. & Hanh, N. H. (2016). Factors affecting band equity of online travel booking service in Ho Chi Minh city-A mediation analysis of e-word of mouth. Journal of Economics, Business and Management, 4(4), 266-271. https://doi.org/10.18178/joebm.2016.4.4.402
  • Kim, H. B., Kim, W. G. & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4/5), 335-351. https://doi.org/10.1108/07363760310483694
  • Kishton, J. M. & Widaman, K. F. (1994). Unidimensional versus domain representative parceling of questionnaire items: An empirical example. Educational and Psychological Measurement, 54(3), 757-765. https://doi.org/10.1177/0013164494054003022
  • Kotler, P. & Keller, K. L. (2012). Marketing management. Boston: Prentice Hall.
  • Kurniawati, D. T. & Yaakop, A. Y. (2021). The effect of e-servicescape dimensions on customer trust of Tokopedia e-store during Covid-19 pandemic. Journal of Management Application, 19(1), 1-10. https://doi.org/10.21776/ub.jam.2021.019.01.01
  • Kühn, S. W., Spies, H. & Petzer, D. J. (2015). Online servicescape dimensions as predictors of website trust in the South African domestic airline industry. Southern African Business Review, 19(1), 44-71. https://doi.org/10.25159/1998-8125/5833
  • Lai, K. P. (2015). E-servicescape atributes and their effects to online brand image. Unpublished doctoral thesis, Multimedia University, Malaysia.
  • Lai, K. P., Chong, S. C., Ismail, H. B., & Tong, D. Y. K. (2014). An explorative study of shopper-based salient e-servicescape attributes: A means-end chain approach. International Journal of Information Management, 34(4), 517-532. https://doi.org/10.1016/j.ijinfomgt.2014.01.010
  • Lai, K. P., Chong, S. C., Ismail, H. B. & Tong, D. Y. K. (2015). Do salient e-servicescape attributes predict online brand image? International Journal of Internet Marketing and Advertising, 9(3), 209-232. https://doi.org/10.1504/IJIMA.2015.071487
  • Lee, C. & Park, E. (2013). Effects of e-servicescape and positive emotion on purchase intention for fashion products. Korean Journal of Human Ecology, 22(1), 157-166.
  • Lee, K. T. & Koo, D. M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984. https://doi.org/10.1016/j.chb.2012.05.018
  • Li, Z., Tulcanaza-Prieto, A.B. & Lee, C.W. (2024). Effect of e-servicescape on emotional response and revisit intention in an internet shopping mall. J. Theor. Appl. Electron. Commer. Res., 19, 2030–2050. https://doi.org/10.3390/jtaer19030099
  • Lianto, A. S. (2015). The effect of e-WOM on brand image and brand trust and its impact on interest in buying smartphones in Surabaya. Petra Business & Management Review, 1(2), 50-65.
  • Lin, K., Du, W., Yang, S., Liu, C. & Na, S. (2023). The effects of social media communication and e-WOM on brand equity: The moderating roles of product involvement. Sustainability, 15(8), 1-19. https://doi.org/10.3390/su15086424
  • Little, T. D., Cunningham, W. A., Shahar, G. & Widaman, K. F. (2002). To parcel or not to parcel: Exploring the question, weighing the merits. Structural Equation Modeling, 9(2), 151-173. https://doi.org/10.1207/S15328007SEM0902_1
  • Little, T. D., Rhemtulla, M., Gibson, K. & Schoemann, A. M. (2013). Why the items versus parcels controversy needn’t be one. Psychological Methods, 18(3), 285-300. https://doi.org/10.1037/a0033266
  • Londono, J. C., Elms, J. & Davies, K. (2016). Conceptualising and measuring consumer-based brand-retailer-channel equity. Journal of Retailing and Consumer Services, 29, 70-81. https://doi.org/10.1016/j.jretconser.2015.11.004
  • Luong, B. D., Vo, T. H. G. & Le, K. H. (2017). The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism. International Journal of Research Studies in Management, 6(1), 53-63. https://doi.org/10.5861/ijrsm.2017.1738
  • Mari, M. & Poggesi, S. (2013). Servicescape cues and customer behavior: A systematic literature review and research agenda. Service Industries Journal, 33(2), 171-199. https://doi.org/10.1080/02642069.2011.613934
  • Matsunaga, M. (2008). Item parceling in structural equation modeling: A primer. Communication Methods and Measures, 2(4), 260-293. https://doi.org/10.1080/19312450802458935
  • Mughoffar, M., Sumarwan, U. & Tinaprilla, N. (2019). The effect of e-WOM and brand image on the interest in buying the heavenly blush yoghurt product. Indonesian Journal of Business and Entrepreneurship, 5(2), 158-167. https://doi.org/10.17358/ijbe.5.2.158
  • Mustafaoğlu, G. & Boztepe Taşkıran, H. (2020). The role of electronic word of mouth communication on destination brand image and brand preference. Kocaeli University Faculty of Communication Research Journal, 16, 101-131.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224. https://doi.org/10.1016/S0148-2963(01)00303-4
  • Ningsih, D. R., Ap, I. W. J. & Sopiah (2019). The effect of service quality and electronic word of mouth (e-WOM) towards the loyalty through brand image (The study on the customers of Sriwijaya Air in Indonesia). European Journal of Business and Management, 11(12), 79-88.
  • Ningtyas, I. N. A., Setyawati, S. M. & Luhita, T. (2023). Analysis of the influence of electronic word of mouth and e-servicescapes on consumer trust and online purchase interest (Study on Shopee e-commerce users). Journal of Economics, Business and Accounting (JEBA), 25(2), 77-87. https://doi.org/10.32424/jeba.v25i2.3770
  • Oebit, Z. & Sari, P. K. (2018). The effect of e-servicescape on trust and their impact on repurchase intention: A case study of go-food. Journal of Information System, 14(2), 43-52. https://doi.org/10.21609/jsi.v14i2.698
  • Özdemir, S., Kayhan, R., & Aksoy Özer, İ. (2021). The effect of source credibility dimensions, electronic word of mouth communication and brand image dimensions on consumer purchase intention in the pandemic (Covid-19) period: A research on Instagram Phenomena. Journal of Marketing and Marketing Research, 14(1), 113-146. https://doi.org/10.15659/ppad.14.2.258
  • Pappu, R. & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329. https://doi.org/10.1016/j.jretconser.2005.10.002
  • Pasha, R. R. & Sari, D. (2019). Analysis the effect of social media marketing activity and e-WOM on brand equity at online marketplace shopee of bandung citizen. e-Proceeding of Management, 6(2), 3920-3929.
  • Pebrianti, W., Arweni, A. & Awal, M. (2020). Digital marketing, e-WOM, brand awareness and millennial coffe purchase decisions. Journal of Economics & Social Science, 11(1), 48-56. https://doi.org/10.35724/jies.v11i1.2848
  • Phan, Q. P. T. & Pilík, M. (2018). The relationship between website design and positive e-WOM intention: Testing mediator and moderator effect. Journal of Business Economics and Management, 19(2), 382-398. https://doi.org/10.3846/jbem.18.5690
  • Putra, T. R. I., Ridwan & Kalvin, M. (2020). How electronic word of mount (e-WOM) affects purchase intention with brand image as a mediation variable: Case of Xiaomi smartphone in student. Journal of Physics, 1-7. https://doi.org/10.1088/1742-6596/1500/1/012094
  • Putri, L. M. & Rahyuda, K. (2021). The role of brand image mediates the effect of e-WOM on purchase intention. American Journal of Humanities and Social Sciences Research, 5(2), 531-541.
  • Rahman, M. M., Arifin, Z. & Bafadhal, A. S. (2018a). The effect of e-servicescape on e-trust. Journal of Business Administration, 61(4), 169-176.
  • Rahman, A., Khan, S. A., Hamid, A. B. A., Latiff, A. S. A. & Mahmood, R. (2018b, November). Impact of electronic word of mouth (e-WOM) on brand image and online purchase intention: The perspective of Bangladesh. In Proceedings of the 3rd International Conference on Dynamic Innovation Conference (pp. 61-79). (ICDI)
  • Roy, S. K., Lassar, W. M. & Butaney, G. T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing, 48, 1828-1849. https://doi.org/10.1108/EJM-04-2013-0193
  • Safira, S. N. & Nirawati, L. (2024). The influence of e-servicescape, e-trust, and e-service quality on customer satisfaction on the e-commerce (Study of Shopee users in Surabaya city). Journal of Business Management, 11(2), 1530-1543. https://doi.org/10.33096/jmb.v11i2.920
  • Samosir, J., Kuntohadi, H., Sihombing, S., Fadillah, L.M. & Afifah, D. (2021). A study on the influence of promotion of garuda Indonesia by social media on e–WOM, online ticket sales, brand image, and brand loyalty during the Covid-19 pandemic. Turkish Journal of Computer and Mathematics Education, 12(3), 4458-4464.
  • Saputra, A. A. A. J. & Wardana, I. M. (2020). The role of trust and brand images in meditation of e-WOM effects on purchase decisions. American Journal of Humanities and Social Sciences Research, 4(7), 1-8.
  • Sayuti, N. P. H. K. & Sukaatmadja, P. G. (2021). The effect of advertisement attitude and positive e-WOM on purchase intention mediated by brand image of Samsung smartphone in Denpasar city. International Journal of Economics, Commerce and Management, 9(2), 195-211.
  • Seo, E. J. & Park, J. W. (2018). A study on the influence of the information characteristics of airline social media on e-WOM, brand equity and trust. The Open Transportation Journal, 12(1), 289-300. https://doi.org/10.2174/1874447801812010289
  • Seo, E. J., Park, J. W. & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1-18. https://doi.org/10.3390/su12041691
  • Shin, J. H. & Jeong, Y. G. (2021). The effect of e-servicescape on website trust and repurchase intention. Journal of the Korean Contents Association, 21(3), 490-504.
  • Shojaee, S. & Azman, A.B. (2013). An evaluation of factors affecting brand awareness in the context of social media in Malaysia. Asian Social Science, 9(17), 72-78. https://doi.org/10.5539/ass.v9n17p72
  • Sihombing, B. I. & Fachrodji, A. (2021). The influence of social media promotion activities and e-WOM on treatment decision meditating by brand awareness of EMC tangerang hospital. International Journal of Research and Review, 8(2), 492–504.
  • Sijoria, C., Mukherjee, S. & Datta, B. (2019). Impact of the antecedents of electronic word of mouth on consumer based brand equity: A study on the hotel industry. Journal of Hospitality Marketing and Management, 28(1), 1-27. https://doi.org/10.1080/19368623.2018.1497564
  • Sreejesh, S. & Ponnam, A. (2017). Investigating the process through which e-servicescape creates e-loyalty in travel and tourism websites. Journal of Travel and Tourism Marketing, 34(1), 20-39. https://doi.org/10.1080/10548408.2015.1126213
  • Stefani, S. A. & Rizal, A. (2022). The Influence of E-servicescape (Aesthetic Appeal, Layout & Functional, Financial Security) on Trust (Study on Shopee Users). Journal of Management YUME, 5(1), 269-278. https://doi.org/10.37531/yum.v5i1.1465
  • Sun, Y., Gonzalez-Jimenez, H. & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564-573. https://doi.org/10.1016/j.jbusres.2019.09.040
  • Syahrivar, J. & Ichlas, A. M. (2018). The impact of electronic word of mouth (e-WOM) on brand equity of imported shoes: Does a good online brand equity result in high customers’ involvements in purchasing decisions? The Asian Journal of Technology Management (AJTM), 11(1), 57-69. https://doi.org/10.12695/ajtm.2018.11.1.5
  • Taher, S. F. & Almeshal, S. A. (2020). The influence of value-co-creation on brand equity: An empirical study in Saudi Arabia. International Journal of Management & Information Technology, 15, 43-53. https://doi.org/10.24297/ijmit.v15i.8749
  • Tankovic, A. C. & Benazic, D. (2018). The perception of e-servicescape and its influence on perceived e-shopping value and customer loyalty. Online Information Review, 42(7), 1124–1145. https://doi.org/10.1108/OIR-12-2016-0354
  • Teng, H. J., Ni, J. J. & Chen, H. H. (2018). Relationship between e-servicescape and purchase intention among heavy and light internet users. Internet Research, 28(2), 333-350. https://doi.org/10.1108/IntR-10-2016-0303
  • Thompson, M. F., Newman, A. & Liu, M. (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437-2446. https://doi.org/10.1016/j.jbusres.2014.02.011
  • Tong, X. & Hawley, J. M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product and Brand Management, 18(4), 262-271. https://doi.org/10.1108/10610420910972783
  • Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H. & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.
  • Tran, G. A. (2014). Investigating e-servicescape, trust, e-WOM, and customer loyalty. Unpublished doctora thesis, University of North Texas, Texas.
  • Tran, T. P., Mai, E. S. & Taylor, E. C. (2021). Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective. Journal of Business Research, 125, 239-251. https://doi.org/10.1016/j.jbusres.2020.12.029
  • Tran, G. A. & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and e-WOM. Journal of Retailing and Consumer Services, 53, 1-17. https://doi.org/10.1016/j.jretconser.2019.03.009
  • Tran, G. A., Strutton, D. & Taylor, D. G. (2012). Do microblog postings influence consumer perceptions of retailers’ e-servicescapes? Management Research Review, 35(9), 818-836. https://doi.org/10.1108/01409171211256217
  • Tunçer, A. (2018). The role of innovative organizational climate on intellectual capital’s effect on business performance in companies: A research in large-scale enterprises. Unpublished doctoral thesis, Haliç University, Istanbul.
  • TÜBİSAD (2020, November 14). E-Commerce in Turkey 2019 Market Size. Retrieved from https://www.tubisad.org.tr/tr/images/pdf/tubisad_e-ticaret_2019_pazar_buyuklugu_raporu.pdf.
  • Ulum, F., Basalamah, M. R. & Farida, E. (2016). The effect of e-serviceescape in increasing customer loyalty through customer satisfaction and trust as intervening variables on Tokopedia users in Malang. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3), 22533-22544. https://doi.org/10.33258/birci.v5i3.6266
  • Urmak, T. T. & Dayanç Kıyat, G. (2021). The effect of brand image on electronic word of mouth (e-WOM) marketing: A research on notebook users. İstanbul Commerce University Journal of Social Sciences, 20(40), 505-524. https://doi.org/10.46928/iticusbe.824941
  • Vahdati, H. & Nejad, S. H. M. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. https://doi.org/10.21315/aamj2016.21.2.1
  • Vilnai-Yavetz, I. & Rafaeli, A. (2006). Aesthetics and professionalism of virtual servicescapes. Journal of Service Research, 8(3), 245-259. https://doi.org/10.1177/1094670505281665
  • Wei, G., Lin, W., Yanxiong, W., Jingdong, Y. & Musse, S. Y. (2021). The relationship of sustainability communication on social media with banking consumers’ loyalty through e-WOM. Sustainability, 13(7), 1-13. https://doi.org/10.3390/su13073832
  • Syah, M. P. A. & Widodo, T. (2023). The role of consumer ethnocentrism in mediating the influence of e-WOM on brand equity (Study on Shopee and Bukalapak). Journal of Humanities and Social Studies, 7(3), 740-745. https://doi.org/10.33751/jhss.v7i3.8438
  • Worldef (2020, December 20). Expected changes in the field of e-export in the post-pandemic world. Retrieved from https://worldef.net/raporlar/covid-19-e-ticaret-ve-e-ihracat-raporu-sayfasi/.
  • Wu, W. Y., Quyen, P. T. P., & Rivas, A. A. A. (2017). How e-servicescapes affect customer online shopping intention: The moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3), 689-715. https://doi.org/10.1007/s10257-016-0323-x
  • Yadav, R. & Mahara, T. (2020). Exploring the role of e-servicescape dimensions on customer online shopping: A stimulus-organism-response paradigm. Journal of Electronic Commerce in Organizations (JECO), 18(3), 53-73. http://doi.org/10.4018/JECO.2020070104
  • Yohana, N. K. Y., Dewi, K. A. P. & Giantari, G. A. K. (2020). The role of brand image mediates the effect of electronic word of mouth (e-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 4(1), 215-220.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
  • Yoo, B. & Donthu, N. (2002). Testing cross-cultural invariance of the brand equity creation process. Journal of Product & Brand Management, 11(6), 380-398. https://doi.org/10.1108/10610420210445505
  • Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.

Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity

Year 2025, , 77 - 94, 21.01.2025

Mahmut Koçan , Emel Yıldız

https://doi.org/10.37880/cumuiibf.1549907

Abstract

The main purpose of this study is to determine the mediator and regulatory role of electronic word-of-mouth communication (e-WOM) in the effect of service environments of online marketplace and business-to-consumer websites on brand equity. In addition, the study examines the effect of electronic servicescape (e-servicescape) on e-WOM and brand equity and the effect of e-WOM on brand equity. In the research, 402 usable questionnaires were obtained from consumers who purchased products from the Internet in the last six months. SPSS and AMOS programs were used to test the reliability, validity and research hypotheses of the e-servicescape, brand equity and e-WOM scales. As a result, it has been determined that e-servicescape affects brand equity and e-WOM, and e-WOM has a partial mediation role in the positive effect of e-servicescape on brand equity. It has been determined that e-WOM has a moderator role inc the effect of e-servicescape (entertainment value, usability, relevance of information, customization, and interaction) on brand equity. The research's most significant contribution to the literature lies in highlighting the mediating and regulatory role of e-WOM in the impact of the websites' e-servicescape on brand equity. This study holds significance as it explores the servicescapes and brand equity of websites exclusively operating in online marketplaces and B2C e-commerce.

Keywords

Branding Brand equity Electronic commerce Electronic servicescape Electronic word of mouth communication (e-WOM)

Ethical Statement

It is declared that scientific and ethical principles have been followed while carrying out and writing this study and that all the sources used have been properly cited.

Supporting Institution

The author(s) acknowledge that they received no external funding in support of this research.

References

  • Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  • Abubakar, A. M. & Ilkan, M. (2016). Impact of online wom on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5(3), 192-201. https://doi.org/10.1016/j.jdmm.2015.12.005
  • Adiwijaya, M., Kaihatu, T., Nugroho, A. & Kartika, E. W. (2017). The issues of risk, trust, and customer intention: A search for the relationship. Risk Governance and Control: Financial Markets and Institutions, 7(1), 82-90. https://doi.org/10.22495/rgcv7i1art11
  • Alipoor, V., Sa'di, M. R. & Golshan, G. (2022). Investigating the impact of e-servicescape dimensions and experience & risk factors on E-WOM: Mediating role of trust. Journal of Business Intelligence Management Studies, 11(41), 87-114. https://doi.org/10.22054/IMS.2022.64229.2080
  • Amalia, M., Maupa, H. & Parawansa, D. A. S. (2021). The influence of social media marketing and electronic word of mouth (e-WOM) on brand equity and its impact on purchasing decisions case studies on briton english education. Hasanuddin Journal of Applied Business and Entrepreneurship, 4(1), 65-74.
  • Amer, S. M. (2021). The effect of e-servicescape, website trust and perceived value on consumer online booking ıntentions: the moderating role of online booking experience. International Business Research, 14(6), 133-149. https://doi.org/10.5539/ibr.v14n6p133
  • Andriani, P., Setyorini, N. & Shibghatalloh, A. H. (2021). Investigating e-servicescape influence to customer response in digital Islamic banking. International Journal of Islamic Economics and Finance, 4(1), 101-120. https://doi.org/10.18196/ijief.v4i1.10299
  • Aprianti, R. & Rachmawati, I. (2020). The effect of e-servicescape dimensions on repurchase intention with trust as an intervening variable. Journal of Management and Business, 4(3), 309-315.
  • Aprilia, R. W. P. K. & Purwanto, S. (2023). The effect of e-servicescape and gamification on TOKOPEDIA customer loyalty (Study on TOKOPEDIA customers in SURABAYA City). COSTING: Journal of Economic, Business and Accounting, 7(1), 1632-1640. https://doi.org/10.31539/costing.v7i1.7308
  • Athapathhu, A. M. B. T., Ushantha, R. A .C. & Rathnayaka, R. M. K. T. (2019, October). The impact of e-servicescape on consumers’ online purchase intention towards online retail websites in Sri Lanka: The mediating effect of website trust. In Proceedings of the 4th Interdisciplinary Conference of Management Researchers (pp. 28-46).
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  • Bahi, H. A., Pratikto, H. & Dhewi, T. S. (2020). The impact of e-WOM and advertising on purchase decision SI.SE.SA Syar’ı clothes with brand awareness as an intervening variables (a study on SI.SE.SA fashion consumers). International Journal of Business, Economics and Law, 23(1), 255-261.
  • Ballantyne, D. & Nilsson, E. (2017). All that is solid melts into air: The servicescape in digital service space. Journal of Services Marketing, 31(3), 226-235. https://doi.org/10.1108/JSM-03-2016-0115
  • Bambauer-Sachse, S. & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45. https://doi.org/10.1016/j.jretconser.2010.09.003
  • Bandalos, D. L. (2002). The effects of item parceling on goodness-of-fit and parameter estimate bias in structural equation modeling. Structural Equation Modeling, 9(1), 78-102. https://doi.org/10.1207/S15328007SEM0901_5
  • Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  • Brand Finance (2021, June 10). Global-500. Retrieved from https://brandirectory.com/rankings/global/table.
  • Budiman, S. (2021). The effect of social media on brand image and brand loyalty in generation Y. Journal of Asian Finance, Economics and Business, 8(3), 1339-1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
  • Bulut, Z. A. & Onaran, B. (2017, September). The link between consumers’ online shopping behaviours and e-servicescape in C2C e-commerce: Evidences from Turkey. In Proceedings of the 23rd International Scientific Conference on Economic and Social Development (pp. 390-400).
  • Chieng, F. Y. L. & Lee, G. C. (2011). Customer-based brand equity: A literature review. Journal of Arts Science & Commerce, 2, 33-42.
  • Christodoulides, G. & Chernatony, L. (2010). Consumer-based brand equity conceptualisation and measurement: A literature review. International Journal of Market Research, 52(1), 43-66. https://doi.org/10.2501/S1470785310201053
  • Cuong, P. H. (2020). Factors influencing e-WOM online consumer goods purchase behavior: Evidence from Vietnam. Academy of Entrepreneurship Journal, 26(2), 1-11.
  • Dassanayake, H. C. & Senevirathne, A. (2018). Impact of e-servicescapes on student engagement: Mediating impact of experience quality. Asian Association of Open Universities Journal, 13(2), 203-222. https://doi.org/10.1108/aaouj-11-2018-0024
  • Datareportal (2020, December 20). Digital 2020: Global digital overview. Retrieved from https://datareportal.com/reports/digital-2020-global-digital-overview.
  • Dewi, N. P. T. & Rastini, N. M. (2020). The role of brand image mediating the effect of e-WOM on the purchase intention of Yamaha n-max in Denpasar city. American Journal of Humanities and Social Sciences Research, 4(3), 60-66.
  • Dewi, K. A. P. & Giantari, I. G. A. K. (2020). The role of brand image in mediating the influence of e-WOM and celebrity endorser on purchase intention. American Journal of Humanities and Social Sciences Research, 4(1), 221-232.
  • Duarte, P., Costa e Silva, S. & Ferreira, M.B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
  • Dülek, B. & Saydan, R. (2019, December). The effect of electronic word of mouth on brand awareness, brand image and brand loyalty. In Proceedings of the 3rd International Congress of Social Sciences and Humanities (pp. 887-897). (ISPEC)
  • Elseidi, R. I. & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image. International conference on Restructuring of the Global Economy, 7(5), 268-276.
  • Erşen, D., Karabıyık Yerden, N. & Öztek, M. (2020). The effect of electronic word of mouth on brand loyalty through brand trust within the scope of information adoption model: A research on online consumers. Galatasaray University Journal of Communication, 32, 163-197. https://doi.org/10.16878/gsuilet.696855
  • Fadillah, L. M., Afifah, D., Samosir, J. R. & Ayutia, Y. (2020). Promotion of garuda Indonesia through social media on e–WOM, online ticket sales, and brand image during the Covid–19 Pandemic. Global Research on Sustainable Transport & Logistic, 718-726.
  • Faiza, N. & Rachman, R. (2023). Perceived value as a mediation of the influence of e-servicescape on customer loyalty. Journal of Economics and Business Growth (JEBG), 21(2), 458-472. https://doi.org/10.36841/growth-journal.v21i2.3975
  • Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 24-33.
  • Febrian, A. & Fadly, M. (2021). The impact of customer satisfaction with e-WOM and brand equity on e-commerce purchase intention in Indonesia moderated by culture. Binus Business Review, 12(1), 41-51. https://doi.org/10.21512/bbr.v12i1.6419
  • Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M. & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
  • Foster, B. & Johansyah, M. D. (2020). Effect of the use of internet marketing and e-WOM on brand awareness. Opcion, 36(91), 158-175.
  • Ganguly, B., Dash, S. B., Cyr, D. & Head, M. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4/5), 302-330. https://doi.org/10.1504/ijeb.2010.035289
  • Garlet, N., Santos, A. R. & Tezza, R. (2018). The impact of the institutional website on corporate image: A framework proposition from the e-servicescape. Brazillian Journal of Marketing, 17(6), 946-960. https://doi.org/10.5585/bmj.v17i6.3906
  • Gaskin, J. (2016, January 20). StatWiki. Retrieved from www.statwiki.gaskination.com.
  • Gharibi, N., Rudsari, S. M. M. & Nasouti, M. (2020). Tourists’ e-loyalty to a destination website: A case of an Iranian tourism website. International Journal of Tourism Policy, 10(1), 88-96. https://doi.org/10.1504/IJTP.2020.107198
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson R. E. (2014). Multivariate data analysis. London: Pearson.
  • Hakim, L. & Deswindi, L. (2015). Assessing the effects of e-servicescape on customer intention: A study on the hospital websites in South Jakarta. Procedia-Social and Behavioral Sciences, 169, 227-239. https://doi.org/10.1016/j.sbspro.2015.01.306
  • Hall, R. J., Snell, A. F. & Foust, M. S. (1999). Item parceling strategies in SEM: Investigating the subtle effects of unmodeled secondary constructs. Organizational Research Methods, 2(3), 233-256. https://doi.org/10.1177/109442819923002
  • Harris, L.C. & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631
  • Hee-Young, J. (2016). Effects of e-servicescape of eco-friendly agricultural product specialty shopping malls on site loyalty of shopping mall users: Focusing on mediation effects of trust, site image and involvement. Journal of Distribution Management, 19(6), 43-67. https://doi.org/10.17961 / jdmr.19.6.201612.43
  • 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 Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Hermantoro, M. & Albari (2022). E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta. Internatıonal Journal of Busıness Ecosystem & Strategy, 4(4), 39-49. http://dx.doi.org/10.36096/ijbes.v4i4.354
  • Hopkins, C. D., Grove, S. J., Raymond, M. A. & Laforge, M. C. (2009). Designing the e-servicescape: Implications for online retailers. Journal of Internet Commerce, 8(1/2), 23-43. https://doi.org/10.1080/15332860903182487
  • Huang, D., Li, Z., Mou, J. & Liu, X. (2017). Effects of flow on young chinese consumers’ purchase intention: A study of e-servicescape in hotel booking context. Information Technology and Tourism, 17(2), 203-228. https://doi.org/10.1007/s40558-016-0073-0
  • Ihsan, A. & Kurniawati, D. T. (2019). The effect of e-servicescape dimension on Tokopedia consumer trust. Student Scientific Journal, 8(2), 1-15.
  • Ivana, W. & Uturestantix. (2018). Does brand image certainly mediate relationships between e-WOM and purchase intention? A case study of Samsung smartphone marketing in Papua. Advances in Social Sciences Research Journal, 5(3), 567-577. https://doi.org/10.14738/assrj.53.3896
  • Jalilian, H., Ebrahimi, E. & Mahmoudian, O. (2013). The effect of electronic word of mouth (e-WOM) on consumer’s purchase intention through customer based brand equity. Journal of Business Management, 4(4), 41-64.
  • Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946
  • Jatmika, C. S. (2014). The effect of electronic word of mouth on brand image and purchase intention of Samsung smartphone in Surabaya. University of Surabaya Student Scientific Journal, 3(2), 1-15.
  • Jeong, M., Oh, H. & Gregoire, M. (2003). Conceptualizing web site quality and its consequence in the lodging industry. International Journal of Hospitality Management, 22(2), 161-175.
  • Kechagia, K. (2018). Servicescape in digital environment. Unpublished master thesis, Aristotle University of Thessaloniki, Thessaloniki.
  • Keller, K. L. (1993). Conceptualizing measuring, and managing costumer-based brand equity. Journal of Marketing, 57, 1-22.
  • Keller, K. L. (2013). Strategic brand management. Boston: Pearson.
  • Khuong, M. N. & Hanh, N. H. (2016). Factors affecting band equity of online travel booking service in Ho Chi Minh city-A mediation analysis of e-word of mouth. Journal of Economics, Business and Management, 4(4), 266-271. https://doi.org/10.18178/joebm.2016.4.4.402
  • Kim, H. B., Kim, W. G. & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4/5), 335-351. https://doi.org/10.1108/07363760310483694
  • Kishton, J. M. & Widaman, K. F. (1994). Unidimensional versus domain representative parceling of questionnaire items: An empirical example. Educational and Psychological Measurement, 54(3), 757-765. https://doi.org/10.1177/0013164494054003022
  • Kotler, P. & Keller, K. L. (2012). Marketing management. Boston: Prentice Hall.
  • Kurniawati, D. T. & Yaakop, A. Y. (2021). The effect of e-servicescape dimensions on customer trust of Tokopedia e-store during Covid-19 pandemic. Journal of Management Application, 19(1), 1-10. https://doi.org/10.21776/ub.jam.2021.019.01.01
  • Kühn, S. W., Spies, H. & Petzer, D. J. (2015). Online servicescape dimensions as predictors of website trust in the South African domestic airline industry. Southern African Business Review, 19(1), 44-71. https://doi.org/10.25159/1998-8125/5833
  • Lai, K. P. (2015). E-servicescape atributes and their effects to online brand image. Unpublished doctoral thesis, Multimedia University, Malaysia.
  • Lai, K. P., Chong, S. C., Ismail, H. B., & Tong, D. Y. K. (2014). An explorative study of shopper-based salient e-servicescape attributes: A means-end chain approach. International Journal of Information Management, 34(4), 517-532. https://doi.org/10.1016/j.ijinfomgt.2014.01.010
  • Lai, K. P., Chong, S. C., Ismail, H. B. & Tong, D. Y. K. (2015). Do salient e-servicescape attributes predict online brand image? International Journal of Internet Marketing and Advertising, 9(3), 209-232. https://doi.org/10.1504/IJIMA.2015.071487
  • Lee, C. & Park, E. (2013). Effects of e-servicescape and positive emotion on purchase intention for fashion products. Korean Journal of Human Ecology, 22(1), 157-166.
  • Lee, K. T. & Koo, D. M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984. https://doi.org/10.1016/j.chb.2012.05.018
  • Li, Z., Tulcanaza-Prieto, A.B. & Lee, C.W. (2024). Effect of e-servicescape on emotional response and revisit intention in an internet shopping mall. J. Theor. Appl. Electron. Commer. Res., 19, 2030–2050. https://doi.org/10.3390/jtaer19030099
  • Lianto, A. S. (2015). The effect of e-WOM on brand image and brand trust and its impact on interest in buying smartphones in Surabaya. Petra Business & Management Review, 1(2), 50-65.
  • Lin, K., Du, W., Yang, S., Liu, C. & Na, S. (2023). The effects of social media communication and e-WOM on brand equity: The moderating roles of product involvement. Sustainability, 15(8), 1-19. https://doi.org/10.3390/su15086424
  • Little, T. D., Cunningham, W. A., Shahar, G. & Widaman, K. F. (2002). To parcel or not to parcel: Exploring the question, weighing the merits. Structural Equation Modeling, 9(2), 151-173. https://doi.org/10.1207/S15328007SEM0902_1
  • Little, T. D., Rhemtulla, M., Gibson, K. & Schoemann, A. M. (2013). Why the items versus parcels controversy needn’t be one. Psychological Methods, 18(3), 285-300. https://doi.org/10.1037/a0033266
  • Londono, J. C., Elms, J. & Davies, K. (2016). Conceptualising and measuring consumer-based brand-retailer-channel equity. Journal of Retailing and Consumer Services, 29, 70-81. https://doi.org/10.1016/j.jretconser.2015.11.004
  • Luong, B. D., Vo, T. H. G. & Le, K. H. (2017). The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism. International Journal of Research Studies in Management, 6(1), 53-63. https://doi.org/10.5861/ijrsm.2017.1738
  • Mari, M. & Poggesi, S. (2013). Servicescape cues and customer behavior: A systematic literature review and research agenda. Service Industries Journal, 33(2), 171-199. https://doi.org/10.1080/02642069.2011.613934
  • Matsunaga, M. (2008). Item parceling in structural equation modeling: A primer. Communication Methods and Measures, 2(4), 260-293. https://doi.org/10.1080/19312450802458935
  • Mughoffar, M., Sumarwan, U. & Tinaprilla, N. (2019). The effect of e-WOM and brand image on the interest in buying the heavenly blush yoghurt product. Indonesian Journal of Business and Entrepreneurship, 5(2), 158-167. https://doi.org/10.17358/ijbe.5.2.158
  • Mustafaoğlu, G. & Boztepe Taşkıran, H. (2020). The role of electronic word of mouth communication on destination brand image and brand preference. Kocaeli University Faculty of Communication Research Journal, 16, 101-131.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224. https://doi.org/10.1016/S0148-2963(01)00303-4
  • Ningsih, D. R., Ap, I. W. J. & Sopiah (2019). The effect of service quality and electronic word of mouth (e-WOM) towards the loyalty through brand image (The study on the customers of Sriwijaya Air in Indonesia). European Journal of Business and Management, 11(12), 79-88.
  • Ningtyas, I. N. A., Setyawati, S. M. & Luhita, T. (2023). Analysis of the influence of electronic word of mouth and e-servicescapes on consumer trust and online purchase interest (Study on Shopee e-commerce users). Journal of Economics, Business and Accounting (JEBA), 25(2), 77-87. https://doi.org/10.32424/jeba.v25i2.3770
  • Oebit, Z. & Sari, P. K. (2018). The effect of e-servicescape on trust and their impact on repurchase intention: A case study of go-food. Journal of Information System, 14(2), 43-52. https://doi.org/10.21609/jsi.v14i2.698
  • Özdemir, S., Kayhan, R., & Aksoy Özer, İ. (2021). The effect of source credibility dimensions, electronic word of mouth communication and brand image dimensions on consumer purchase intention in the pandemic (Covid-19) period: A research on Instagram Phenomena. Journal of Marketing and Marketing Research, 14(1), 113-146. https://doi.org/10.15659/ppad.14.2.258
  • Pappu, R. & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329. https://doi.org/10.1016/j.jretconser.2005.10.002
  • Pasha, R. R. & Sari, D. (2019). Analysis the effect of social media marketing activity and e-WOM on brand equity at online marketplace shopee of bandung citizen. e-Proceeding of Management, 6(2), 3920-3929.
  • Pebrianti, W., Arweni, A. & Awal, M. (2020). Digital marketing, e-WOM, brand awareness and millennial coffe purchase decisions. Journal of Economics & Social Science, 11(1), 48-56. https://doi.org/10.35724/jies.v11i1.2848
  • Phan, Q. P. T. & Pilík, M. (2018). The relationship between website design and positive e-WOM intention: Testing mediator and moderator effect. Journal of Business Economics and Management, 19(2), 382-398. https://doi.org/10.3846/jbem.18.5690
  • Putra, T. R. I., Ridwan & Kalvin, M. (2020). How electronic word of mount (e-WOM) affects purchase intention with brand image as a mediation variable: Case of Xiaomi smartphone in student. Journal of Physics, 1-7. https://doi.org/10.1088/1742-6596/1500/1/012094
  • Putri, L. M. & Rahyuda, K. (2021). The role of brand image mediates the effect of e-WOM on purchase intention. American Journal of Humanities and Social Sciences Research, 5(2), 531-541.
  • Rahman, M. M., Arifin, Z. & Bafadhal, A. S. (2018a). The effect of e-servicescape on e-trust. Journal of Business Administration, 61(4), 169-176.
  • Rahman, A., Khan, S. A., Hamid, A. B. A., Latiff, A. S. A. & Mahmood, R. (2018b, November). Impact of electronic word of mouth (e-WOM) on brand image and online purchase intention: The perspective of Bangladesh. In Proceedings of the 3rd International Conference on Dynamic Innovation Conference (pp. 61-79). (ICDI)
  • Roy, S. K., Lassar, W. M. & Butaney, G. T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing, 48, 1828-1849. https://doi.org/10.1108/EJM-04-2013-0193
  • Safira, S. N. & Nirawati, L. (2024). The influence of e-servicescape, e-trust, and e-service quality on customer satisfaction on the e-commerce (Study of Shopee users in Surabaya city). Journal of Business Management, 11(2), 1530-1543. https://doi.org/10.33096/jmb.v11i2.920
  • Samosir, J., Kuntohadi, H., Sihombing, S., Fadillah, L.M. & Afifah, D. (2021). A study on the influence of promotion of garuda Indonesia by social media on e–WOM, online ticket sales, brand image, and brand loyalty during the Covid-19 pandemic. Turkish Journal of Computer and Mathematics Education, 12(3), 4458-4464.
  • Saputra, A. A. A. J. & Wardana, I. M. (2020). The role of trust and brand images in meditation of e-WOM effects on purchase decisions. American Journal of Humanities and Social Sciences Research, 4(7), 1-8.
  • Sayuti, N. P. H. K. & Sukaatmadja, P. G. (2021). The effect of advertisement attitude and positive e-WOM on purchase intention mediated by brand image of Samsung smartphone in Denpasar city. International Journal of Economics, Commerce and Management, 9(2), 195-211.
  • Seo, E. J. & Park, J. W. (2018). A study on the influence of the information characteristics of airline social media on e-WOM, brand equity and trust. The Open Transportation Journal, 12(1), 289-300. https://doi.org/10.2174/1874447801812010289
  • Seo, E. J., Park, J. W. & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1-18. https://doi.org/10.3390/su12041691
  • Shin, J. H. & Jeong, Y. G. (2021). The effect of e-servicescape on website trust and repurchase intention. Journal of the Korean Contents Association, 21(3), 490-504.
  • Shojaee, S. & Azman, A.B. (2013). An evaluation of factors affecting brand awareness in the context of social media in Malaysia. Asian Social Science, 9(17), 72-78. https://doi.org/10.5539/ass.v9n17p72
  • Sihombing, B. I. & Fachrodji, A. (2021). The influence of social media promotion activities and e-WOM on treatment decision meditating by brand awareness of EMC tangerang hospital. International Journal of Research and Review, 8(2), 492–504.
  • Sijoria, C., Mukherjee, S. & Datta, B. (2019). Impact of the antecedents of electronic word of mouth on consumer based brand equity: A study on the hotel industry. Journal of Hospitality Marketing and Management, 28(1), 1-27. https://doi.org/10.1080/19368623.2018.1497564
  • Sreejesh, S. & Ponnam, A. (2017). Investigating the process through which e-servicescape creates e-loyalty in travel and tourism websites. Journal of Travel and Tourism Marketing, 34(1), 20-39. https://doi.org/10.1080/10548408.2015.1126213
  • Stefani, S. A. & Rizal, A. (2022). The Influence of E-servicescape (Aesthetic Appeal, Layout & Functional, Financial Security) on Trust (Study on Shopee Users). Journal of Management YUME, 5(1), 269-278. https://doi.org/10.37531/yum.v5i1.1465
  • Sun, Y., Gonzalez-Jimenez, H. & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564-573. https://doi.org/10.1016/j.jbusres.2019.09.040
  • Syahrivar, J. & Ichlas, A. M. (2018). The impact of electronic word of mouth (e-WOM) on brand equity of imported shoes: Does a good online brand equity result in high customers’ involvements in purchasing decisions? The Asian Journal of Technology Management (AJTM), 11(1), 57-69. https://doi.org/10.12695/ajtm.2018.11.1.5
  • Taher, S. F. & Almeshal, S. A. (2020). The influence of value-co-creation on brand equity: An empirical study in Saudi Arabia. International Journal of Management & Information Technology, 15, 43-53. https://doi.org/10.24297/ijmit.v15i.8749
  • Tankovic, A. C. & Benazic, D. (2018). The perception of e-servicescape and its influence on perceived e-shopping value and customer loyalty. Online Information Review, 42(7), 1124–1145. https://doi.org/10.1108/OIR-12-2016-0354
  • Teng, H. J., Ni, J. J. & Chen, H. H. (2018). Relationship between e-servicescape and purchase intention among heavy and light internet users. Internet Research, 28(2), 333-350. https://doi.org/10.1108/IntR-10-2016-0303
  • Thompson, M. F., Newman, A. & Liu, M. (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437-2446. https://doi.org/10.1016/j.jbusres.2014.02.011
  • Tong, X. & Hawley, J. M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product and Brand Management, 18(4), 262-271. https://doi.org/10.1108/10610420910972783
  • Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H. & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.
  • Tran, G. A. (2014). Investigating e-servicescape, trust, e-WOM, and customer loyalty. Unpublished doctora thesis, University of North Texas, Texas.
  • Tran, T. P., Mai, E. S. & Taylor, E. C. (2021). Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective. Journal of Business Research, 125, 239-251. https://doi.org/10.1016/j.jbusres.2020.12.029
  • Tran, G. A. & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and e-WOM. Journal of Retailing and Consumer Services, 53, 1-17. https://doi.org/10.1016/j.jretconser.2019.03.009
  • Tran, G. A., Strutton, D. & Taylor, D. G. (2012). Do microblog postings influence consumer perceptions of retailers’ e-servicescapes? Management Research Review, 35(9), 818-836. https://doi.org/10.1108/01409171211256217
  • Tunçer, A. (2018). The role of innovative organizational climate on intellectual capital’s effect on business performance in companies: A research in large-scale enterprises. Unpublished doctoral thesis, Haliç University, Istanbul.
  • TÜBİSAD (2020, November 14). E-Commerce in Turkey 2019 Market Size. Retrieved from https://www.tubisad.org.tr/tr/images/pdf/tubisad_e-ticaret_2019_pazar_buyuklugu_raporu.pdf.
  • Ulum, F., Basalamah, M. R. & Farida, E. (2016). The effect of e-serviceescape in increasing customer loyalty through customer satisfaction and trust as intervening variables on Tokopedia users in Malang. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3), 22533-22544. https://doi.org/10.33258/birci.v5i3.6266
  • Urmak, T. T. & Dayanç Kıyat, G. (2021). The effect of brand image on electronic word of mouth (e-WOM) marketing: A research on notebook users. İstanbul Commerce University Journal of Social Sciences, 20(40), 505-524. https://doi.org/10.46928/iticusbe.824941
  • Vahdati, H. & Nejad, S. H. M. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. https://doi.org/10.21315/aamj2016.21.2.1
  • Vilnai-Yavetz, I. & Rafaeli, A. (2006). Aesthetics and professionalism of virtual servicescapes. Journal of Service Research, 8(3), 245-259. https://doi.org/10.1177/1094670505281665
  • Wei, G., Lin, W., Yanxiong, W., Jingdong, Y. & Musse, S. Y. (2021). The relationship of sustainability communication on social media with banking consumers’ loyalty through e-WOM. Sustainability, 13(7), 1-13. https://doi.org/10.3390/su13073832
  • Syah, M. P. A. & Widodo, T. (2023). The role of consumer ethnocentrism in mediating the influence of e-WOM on brand equity (Study on Shopee and Bukalapak). Journal of Humanities and Social Studies, 7(3), 740-745. https://doi.org/10.33751/jhss.v7i3.8438
  • Worldef (2020, December 20). Expected changes in the field of e-export in the post-pandemic world. Retrieved from https://worldef.net/raporlar/covid-19-e-ticaret-ve-e-ihracat-raporu-sayfasi/.
  • Wu, W. Y., Quyen, P. T. P., & Rivas, A. A. A. (2017). How e-servicescapes affect customer online shopping intention: The moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3), 689-715. https://doi.org/10.1007/s10257-016-0323-x
  • Yadav, R. & Mahara, T. (2020). Exploring the role of e-servicescape dimensions on customer online shopping: A stimulus-organism-response paradigm. Journal of Electronic Commerce in Organizations (JECO), 18(3), 53-73. http://doi.org/10.4018/JECO.2020070104
  • Yohana, N. K. Y., Dewi, K. A. P. & Giantari, G. A. K. (2020). The role of brand image mediates the effect of electronic word of mouth (e-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 4(1), 215-220.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
  • Yoo, B. & Donthu, N. (2002). Testing cross-cultural invariance of the brand equity creation process. Journal of Product & Brand Management, 11(6), 380-398. https://doi.org/10.1108/10610420210445505
  • Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
There are 135 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Makaleler
Authors

Mahmut Koçan 0000-0001-6358-0127

Emel Yıldız 0000-0001-7190-593X

Early Pub Date January 19, 2025
Publication Date January 21, 2025
Submission Date September 14, 2024
Acceptance Date December 11, 2024
Published in Issue Year 2025

Cite

APA Koçan, M., & Yıldız, E. (2025). Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 26(1), 77-94. https://doi.org/10.37880/cumuiibf.1549907

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.