Web Site Kalitesi ile Elektronik Kulaktan Kulağa İletişim Tutumu ve Marka Tutumu Arasındaki İlişkide Elektronik Kulaktan Kulağa İletişim Kalitesi ve Kredibilitesinin Etkisi

Abstract

The aim of this study is to investigate the effect of electronic word of mouth quality and credibility on the relation between website quality and attitude toward electronic word of mouth and brand with respect to Stimulus-Organism-Response Theory which is one of the online consumer behaviour theories in the literature. According to the purpose of the study, the effect of the website quality dimensions on the credibility and quality of electronic word of mouth, is investigated. Furthermore, it is investigated whether electronic word of mouth quality and credibility affect electronic word of mouth attitude and brand attitude dimensions which are brand trust, brand affect and purchase intention. The sample of this study is comprised of 316 internet users that collect information through web and the data was obtained through survey method. By conducting reliability and validity analysis,the model of this study was tested with path analysis method using AMOS.