Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity
The main purpose of this study is to determine the mediator and regulatory role of electronic word-of-mouth communication (e-WOM) in the effect of service environments of online marketplace and business-to-consumer websites on brand equity. In addition, the study examines the effect of electronic se...
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| Format: | Article |
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Sivas Cumhuriyet Üniversitesi
2025-01-01
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| Series: | Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/4213609 |
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| _version_ | 1832570579997163520 |
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| author | Emel Yıldız Mahmut Koçan |
| author_facet | Emel Yıldız Mahmut Koçan |
| author_sort | Emel Yıldız |
| collection | DOAJ |
| description | The main purpose of this study is to determine the mediator and regulatory role of electronic word-of-mouth communication (e-WOM) in the effect of service environments of online marketplace and business-to-consumer websites on brand equity. In addition, the study examines the effect of electronic servicescape (e-servicescape) on e-WOM and brand equity and the effect of e-WOM on brand equity. In the research, 402 usable questionnaires were obtained from consumers who purchased products from the Internet in the last six months. SPSS and AMOS programs were used to test the reliability, validity and research hypotheses of the e-servicescape, brand equity and e-WOM scales. As a result, it has been determined that e-servicescape affects brand equity and e-WOM, and e-WOM has a partial mediation role in the positive effect of e-servicescape on brand equity. It has been determined that e-WOM has a moderator role inc the effect of e-servicescape (entertainment value, usability, relevance of information, customization, and interaction) on brand equity. The research's most significant contribution to the literature lies in highlighting the mediating and regulatory role of e-WOM in the impact of the websites' e-servicescape on brand equity. This study holds significance as it explores the servicescapes and brand equity of websites exclusively operating in online marketplaces and B2C e-commerce. |
| format | Article |
| id | doaj-art-a5dc37a88ee843b8a73f9c85e3417ce7 |
| institution | Kabale University |
| issn | 1303-1279 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Sivas Cumhuriyet Üniversitesi |
| record_format | Article |
| series | Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi |
| spelling | doaj-art-a5dc37a88ee843b8a73f9c85e3417ce72025-02-02T14:34:25ZengSivas Cumhuriyet ÜniversitesiCumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi1303-12792025-01-01261779410.37880/cumuiibf.15499072057Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand EquityEmel Yıldız0https://orcid.org/0000-0001-7190-593XMahmut Koçan1https://orcid.org/0000-0001-6358-0127GUMUSHANE UNIVERSITYRECEP TAYYIP ERDOGAN UNIVERSITYThe main purpose of this study is to determine the mediator and regulatory role of electronic word-of-mouth communication (e-WOM) in the effect of service environments of online marketplace and business-to-consumer websites on brand equity. In addition, the study examines the effect of electronic servicescape (e-servicescape) on e-WOM and brand equity and the effect of e-WOM on brand equity. In the research, 402 usable questionnaires were obtained from consumers who purchased products from the Internet in the last six months. SPSS and AMOS programs were used to test the reliability, validity and research hypotheses of the e-servicescape, brand equity and e-WOM scales. As a result, it has been determined that e-servicescape affects brand equity and e-WOM, and e-WOM has a partial mediation role in the positive effect of e-servicescape on brand equity. It has been determined that e-WOM has a moderator role inc the effect of e-servicescape (entertainment value, usability, relevance of information, customization, and interaction) on brand equity. The research's most significant contribution to the literature lies in highlighting the mediating and regulatory role of e-WOM in the impact of the websites' e-servicescape on brand equity. This study holds significance as it explores the servicescapes and brand equity of websites exclusively operating in online marketplaces and B2C e-commerce.https://dergipark.org.tr/tr/download/article-file/4213609markalaşmamarka değerielektronik ticaretelektronik hizmet ortamıelektronik ağızdan ağıza iletişimbrandingbrand equityelectronic commerceelectronic servicescapeelectronic word of mouth communication (e-wom) |
| spellingShingle | Emel Yıldız Mahmut Koçan Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi markalaşma marka değeri elektronik ticaret elektronik hizmet ortamı elektronik ağızdan ağıza iletişim branding brand equity electronic commerce electronic servicescape electronic word of mouth communication (e-wom) |
| title | Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity |
| title_full | Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity |
| title_fullStr | Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity |
| title_full_unstemmed | Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity |
| title_short | Mediator and Regulatory Effects of Word of Mouth on The Effect of Electronic Servicescape on Brand Equity |
| title_sort | mediator and regulatory effects of word of mouth on the effect of electronic servicescape on brand equity |
| topic | markalaşma marka değeri elektronik ticaret elektronik hizmet ortamı elektronik ağızdan ağıza iletişim branding brand equity electronic commerce electronic servicescape electronic word of mouth communication (e-wom) |
| url | https://dergipark.org.tr/tr/download/article-file/4213609 |
| work_keys_str_mv | AT emelyıldız mediatorandregulatoryeffectsofwordofmouthontheeffectofelectronicservicescapeonbrandequity AT mahmutkocan mediatorandregulatoryeffectsofwordofmouthontheeffectofelectronicservicescapeonbrandequity |