Akıllı Telefon Sektöründe Elektronik Ağızdan Ağıza İletişimin Tüketicilerin Satın Alma Niyetine Etkisinde Algılanan Kalitenin Aracı Rolü
The Mediating Role of Perceived Quality in the Effect of Electronic Word of Mouth Communication on Consumers' Purchasing Intention in the Smartphone Industry

Summary/Abstract: The purpose of this research is to determine whether perceived quality plays a mediating role in the effect of electronic word-of-mouth on purchase intention in the smartphone industry. The sample of the research consists of 407 individuals who were accepted to participate in the research between 14 January 2022 and 28 February 2023. The data of the research were collected by questionnaire technique. In the analysis of the data, the bootstrap technique was used with SPSS 22.0, SPSS PROCESS macro-model 4 and correlation analysis was carried out. As a result of the research, a positive and moderate relationship was found between the sub-dimensions of electronic word-of-mouth communication which are "obtaining information about purchasing" (r=0.478), "community membership and economic incentive" (r=0.427), "product related information obtained" (r=0.457) to "purchase intention" (p<0.01). A positive, strong relationship was found between the sub-dimension of electronic word-of-mouth consisting of "obtaining information about purchasing" (r=0.583), "community membership and economic incentive" (r=0.502), "product related information obtained" (r=0.547) and "perceived quality" (p<0.01). A positive, very strong relationship was found between 'perceived quality' and 'purchase intention' (r=0.769) (p<0.01). In addition, the sub-dimensions of electronic word-of-mouth communication 'obtaining information about purchasing' (β=0.5969), 'community membership and economic incentive' (β=0.4976) and 'obtaining information about the product' (β=0.5455) all have a positive effect on 'perceived quality'. The two sub-dimensions of electronic word-of-mouth communication, including 'obtaining information about the purchase' (β=0.5280), 'community membership and economic incentive' (β=0.4575) and 'obtaining information about the product' (β=0.4918) positively affect 'purchase intention'. It was then found that perceived quality has a mediating role (β=0.4785, β=0.3979, β=0.4358) in the effect of the electronic word-of-mouth sub-dimensions on purchase intention.

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