GTKM Kapsamında Akademisyenlerin Çevrimiçi Tatil Satın Alma Davranışlarında eWOM’un Etkisi
The Effect of eWOM on the Online Holiday Purchase Behaviors of Academics Within of ETAM

Summary/Abstract: Purpose – Online comments are of great importance on the consumer and marketing world of the present century for both consumers and companies. The resources of electronic word-of-mouth (eWOM) marketing on digital platforms play an important role on the consumers' choice of a product or a service. In this study, it was aimed to investigate the effect of eWOM on attitudes and behaviors related to online holiday purchasing situations; therefore, a model was developed accordingly. Design/methodology/approach – The effect of eWOM is explained by means of the Structural Equation Model (SEM) built on the Planned Behavior Theory (PBT) and Extended Technology Acceptance Model (E-TAM). In this model, the external variables named Confidence and Image were taken into account. The proposed model was based on the data obtained from 329 employees of academic staff in universities. Exploratory and confirmatory factor analyses were used to test the reliability and validity of the scale. The offered model was evaluated by SEM, and the offered hypotheses were tested.

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