Sosyal Değer Yönelimi, eWOM ve Olumsuzluk Önyargısı: Çok Katmanlı Deneysel ve NLP Temelli Bir Analiz
DOI:
https://doi.org/10.5281/zenodo.20501889Anahtar Kelimeler:
Sosyal Değer Yönelimi, Elektronik Ağızdan Ağıza İletişim (eWOM), Olumsuzluk Önyargısı, Çevrim İçi Yorumlar, Duygu Analizi, Tüketici Davranışı, Z KuşağıÖzet
Bu çalışma, olumsuzluk önyargısının tüketiciler arasında benzer biçimde işleyip işlemediğini sorgulayarak, sosyal değer yöneliminin çevrim içi geri bildirim üretimi üzerindeki etkisini incelemektedir. Araştırma, Türkiye’de yaşayan 493 Z kuşağı katılımcısından toplanan verilere dayanmaktadır. Katılımcılar, Ayrıştırılmış Oyun kullanılarak prososyal ve proself gruplara ayrılmış, ardından olumlu ve olumsuz yemek siparişi senaryoları sonrasında çevrim içi geri bildirim verme niyetleri ölçülmüştür. Ek olarak, daha önce en az bir yorum paylaşmış 425 katılımcının yorum metinleri, çeviri destekli VADER duygu analizi yaklaşımıyla incelenmiştir.
Bulgular, olumsuz senaryoların genel olarak daha yüksek çevrim içi geri bildirim niyeti ürettiğini, ancak bu etkinin sosyal değer yönelimine göre belirgin şekilde farklılaştığını göstermektedir. Prososyal katılımcılar olumlu senaryolarda, proself katılımcılar ise olumsuz senaryolarda daha yüksek geri bildirim niyeti göstermiştir. Ölçüm modeli bulguları, olumlu ve olumsuz çevrim içi geri bildirim niyetlerinin tek bir genel yapıdan ziyade iki ilişkili alt boyut olarak daha iyi temsil edildiğini göstermektedir. Metin tabanlı analizler ise prososyal grubun daha olumlu duygu tonuna sahip, daha uzun ve duygusal yoğunluğu daha yüksek yorumlar ürettiğini göstermektedir. Sonuçlar, olumsuzluk önyargısının tek tip bir mekanizma olmadığını, aksine sosyal değer yöneliminin çevrim içi geri bildirimin yönünü, tonunu ve niyetten davranışa dönüşümünü şekillendirdiğini göstermektedir. Bu yönüyle çalışma, eWOM’un yalnızca yorumlardan etkilenme süreciyle değil, yorum üretme davranışının sosyal ve motivasyonel temelleriyle de birlikte değerlendirilmesi gerektiğine işaret etmektedir.
İndirmeler
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