Who Is Engaged in E-Wom? Role of E-Loyalty, Demographıcs, Vısıt Frequency And Product Category

Abstract

Consumers tend to share their post-purchase experiences (WOM- Words of Mouth) with others regardless of whether the experiences are positive or negative. With the advancement of internet technology, WOM behavior has shifted to online platforms (eWOM) and eWOM has become an extremely effective way of communication. The main purpose of this study is to unveil the antecedents of eWOM behavior. In this respect, the role of e-loyalty in addition to demographics and other relevant factors such as e-retailer visit frequency and consumer’s mostly purchased product online in eWOM behavior was examined. A total of 296 individuals were accessed beginning from January 2019 to February 2019 through online convenience sampling. IBM SPSS 22 statistical software was used and multiple regression models was applied. The independent variables were able to explain the eWOM behavior with a R2 value of.42. Compared to participants who belonged to 36-45 age group, younger participants were less likely engaged in eWOM behavior. Consumers who mostly purchased books, CDs, and electronic goods were more likely engaged in eWOM behavior, compared to consumers making apparel purchases online. Finally, findings also revealed that the less the consumers visited online e-retailers, the less these eWOM behaviors were displayed.