THE EFFECT OF MARKET MAVEN BEHAVIOURS ON THE WORD OF MOUTH INTENTIONS: A RESEARCH ON THE ORGANIC FOOD PRODUCTS USING STRUCTURAL EQUATION
PAZAR KURDU TÜKETİCİ DAVRANIŞLARININ AĞIZDAN AĞIZA PAZARLAMA NİYETİNE ETKİSİ: ORGANİK GIDA ÜRÜNLERİ ÜZERİNE YAPISAL EŞİTLİK MODELLEMESİ KULLANILARAK BİR ARAŞTIRMA

Author : Aydın ÖZDEMİR
Number of pages : 214-231

Summary

Market mavens get information and experience about a wide range of products and market place and, share these information and, experiences with others. Within the scope of this study, the effect of market maven behaviours that context of organic food products on the word of mouth was tried to be examined. For this purpose, an online survey was conducted with 115 consumers that consumed organic products at least once in any one of the various food categories during the past month. Dataset was confirmed using Confirmatory Factor Analysis (CFA). Then research hypothesis was tested using Structural Equation Modeling (SEM). Research findings demonstrate that the market maven behaviours have positive and significant (β=0,549, p<0,01) effect on the word of mouth intentions.

Keywords

Market Mavens, Organic Food, Structural Equation Modelling, Marketing.

Read:312

Download: 165