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

Mahmut Koçan; Emel Yıldız

doi:10.37880/cumuiibf.1549907

EN TR

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

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

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

Öz

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.

Anahtar Kelimeler

Destekleyen Kurum

Bu araştırmayı desteklemek için dış fon kullanılmamıştır.

Etik Beyan

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

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Mahmut Koçan ^*
0000-0001-6358-0127
Türkiye

Emel Yıldız
0000-0001-7190-593X
Türkiye

Erken Görünüm Tarihi

19 Ocak 2025

Yayımlanma Tarihi

21 Ocak 2025

Gönderilme Tarihi

14 Eylül 2024

Kabul Tarihi

11 Aralık 2024

Yayımlandığı Sayı

Yıl 2025 Cilt: 26 Sayı: 1

DOI

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

IZ

https://izlik.org/JA32MT52YH

Kaynak Göster

RIS / Bibtex

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