%0 Journal Article
%T The Effect of Electronic Word of Mouth Motives on Consumer Buying and Communication Behavior
%A Hatice Do£¿an S¨¹da£¿
%J -
%D 2018
%X Consumers communicate with each other on the internet product review forums, discussion groups, and blogs regardless of personal relationships, location and socio-economic status. The increase in the number of virtual platforms and consumers seeking information from these platforms before buying decision, makes it necessary to investigate what will be the effects of eWOM on consumer buying and communication behavior. This study introduces a conceptual model of the effect of eWOM motives on consumer buying and communication behavior and reports key findings from a field study employed with 1200 Turkish consumers. According to the results of the study, the factors motivating consumers to search for eAAI information are ¡°social orientation¡±, ¡®system advantages ¡®, ¡®socially based product information¡±, ¡°reducing search time¡±, ¡®reducing purchasing risks¡± and ¡°rewarding¡± motives
%K A£¿£¿zdan A£¿£¿za £¿leti£¿im
%K Elektronik A£¿£¿zdan A£¿£¿za £¿leti£¿im
%K Sanal Birlikler
%U http://dergipark.org.tr/cuiibfd/issue/42702/471689