ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİN (E-WOM) TÜKETİCİ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: GAZİANTEP ÜNİVERSİTESİ İİBF ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA
THE IMPACT OF ELECTRONIC WORD-OF-MOUTH (E-WOM) ON CONSUMER PURCHASING BEHAVIOR: A RESEARCH ON STUDENTS OF GAZIANTEP UNIVERSITY FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES

Summary/Abstract: The purpose of this study is to examine the effects of electronic word of mouth (e-WOM) on university students’ purchasing behavior. The research was conducted using a quantitative method with a sample of 219 students selected through convenience sampling from Gaziantep University Faculty of Economics and Administrative Sciences. Data were collected via a structured questionnaire and analyzed with SPSS 22.0. Correlation and multiple regression analyses were applied, while independent sample t-test and ANOVA were used to test demographic differences. Findings indicate that social media usage frequency and the level of reading consumer reviews negatively and significantly affect purchasing behavior. However, no significant differences were found in terms of gender, age, income, marital status, or field of study. The main limitation of the study is the restriction of the sample to a single university. Overall, the research shows that students critically evaluate e-WOM and consider it during their decision-making process.

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