Social media and reference groups influence on buyers decision
Başlık çevirisi mevcut değil.
- Tez No: 401905
- Danışmanlar: DR. GARETH THOMPSON
- Tez Türü: Yüksek Lisans
- Konular: Halkla İlişkiler, İletişim Bilimleri, Public Relations, Communication Sciences
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2014
- Dil: İngilizce
- Üniversite: London Metropolitan University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 83
Özet
Özet yok.
Özet (Çeviri)
In chapter 5 analysis the researcher has undertaken the analysis in three parts. These are demographic aspects, influence ratios and crosstabulations. According to the sample size 200 respondents (100 males and 100 females) answers are analysed in Chapter 5. Age range is between 18 and 47. Normally researcher planned to have age range between 18 and 47 however the oldest respondent is 47. For this reason age range decreased three years. The researcher targeted majority of the respondents are employed or have their own business. Thus the majority have freedom how to spend their own money. (According to the findings 139 of 200 respondents are employed or have their own business). When the respondents asked that they are influenced by reviews about a product that they read or watch on Internet, %56.6 of the respondents accepted that they are affected by these reviews. Blackshaw & Nazzaro (2006) points that the source from Pew Internet and American life project, car buyers mostly influenced by word of mouth recommendations that many of them read from thousands of online car forums and discussion boards. If the consumers asked to rate the importance of reference groups opinions about a product , %47.5 of the respondents give high importance and %36.0 of the respondents give medium importance. This indicates that the reference group's influence is high in that sample group. According to Blackwell et al. (2006) belonging to groups, trying to fit in and striving to please others affects every stage of the consumer decision process. The respondents are asked that they have bought a product that they did not need because of influence. %38.0 of the respondents said“Yes”and %44.0 answered“No”. This indicates more than quarter of the respondents are influenced and can buy a product that that do not need. Schiffman and Kanuk (2004) states that when a consumer makes what is basically an emotional purchase decision more emphasis is placed on current mood and feelings. This indicates consumers can buy something because of emotions. The researcher wants to understand the relation between researches online for a product and read or watch product reviews via crosstabulation 1. After checking the ratio of Chi-square, it seems that there is association between online product searching and reading reviews and watching videos. However according to the Cramer's V ratio, this association is low. This indicates the association is not so strong. According to Blackshaw and Nazzaro (2006) almost the consumers that are questioned in a recent research have used internet search engine to research product. Furthermore many of the consumers accepted that they influenced by product reviews on Internet. The reason of conducting crosstabulation 2 is to understand if there is association between the read /watch the product reviews and influence by them. There is association between two variables and the association is moderate. That indicates that if the consumer read or watch product reviews they might be influenced by them. This is support by Blackshaw and Nazzaro's (2006) statement that the consumers are influenced by online forums and discussion boards. Crosstabulation 3 shows if there is association between asking reference groups opinions about a product and the importance of the opinions on their purchase decision. There is association between them. However the association is low this means that the consumers ask their opinion but the importance of the opinions is not high. According to Childers & Rao (1982) there is not an influence by peer group but there is an influence of family groups on consumers purchase decisions. Crosstabulation 4 is to indicate if there is association between buy a product because of influence that they do not need and frequency of this behaviour. There is association between them according to Chi-square ratio. However the strength of the association is low. This indicates that the consumers can buy a product because of reference groups influence that they do not need, by the way this behaviour is not often repeated. Crosstabulation 5 is conducted to show if there is association between gender and reference groups influence on purchasing a product that they do not need. According to the Chi-square ratio, there is not an association. The variables are independent. The reason for crosstabulation 6 is to understand if there is association between age and online product review reading or watching. The researcher wants to know the digital word of mouth communication influence and age range relation. According to the crosstabulation age range 18-37 is more likely to influence than age group 38-47. There is association between two variables and the strength of association is not strong. This means that the consumers' age and their influence from online sources are not so related.
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