[雙語翻譯]外文翻譯--網(wǎng)絡口碑對品牌形象和購買意愿的影響（英文）

1、 The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey Omer Torlak KTO Karatay University Behcet Yalin Ozkara Eskisehi

2、r Osmangazi University Muhammet Ali Tiltay Eskisehir Osmangazi University Hakan Cengiz Karabuk University Mehmet Fatih Dulger University of Nevada This study aims to explain the effect of Word of mouth on purchase int

3、ention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university students residing in Turkey. Data were obtained with a questionnaire and the face to face method

4、 after briefing the participants. The results of the study showed that there is a significant positive relationship between the electronic word of mouth on brand image and purchase intention. INTRODUCTION One of the b

5、iggest challenges for both marketing researchers and practitioners is to solve complex consumer behaviors. Products, product specifications, brands and shopping atmosphere which has different messages affect consumer p

6、erceptions in various ways. While the messages sometimes could be appealing to some consumers they are irritating to others. How consumer percept each message also affect buying decisions (Bambauer Trusov et al., 2009

7、). The widespread use of the internet globally has started spreading of electronic word of mouth (Jalilvand, 2012). Prominent information sources such as forums, sharing sites, blogs and customer Journal of Marketing D

8、evelopment and Competitiveness vol. 8(2) 2014 61Turkish context at the time of this study. The following are the research hypotheses derived from the review of the relevant literature: H1: Electronic word-of-mouth h

9、as a positive impact on brand image. H2: Electronic word-of-mouth has a positive impact on purchase intention. H3: Brand image has a positive impact on purchase intention. The following is the research model of this st

10、udy formed based on the above hypotheses. The research model, in a sense, applies Jalilvand’s (2012) studies in the context of Turkey. FIGURE 1 CONCEPTUAL FRAMEWORK POPULATION AND SAMPLING This study was conducted in E

11、skisehir, a commercial and industrial city in the Midwest of Turkey with an approximate population of 800.000. The study population consisted of university students living in Eskisehir, Turkey. About 50.000 students li

12、ve in Eskisehir from all over the Turkey. Convenience sampling method, one of the non-probability sampling methods, was used in this study. A total of 265 people were initially included in the study. However, the analy

13、ses were carried out on 248 questionnaires because 17 of them were either incomplete or contained or incorrect data. DATA COLLECTION METHOD AND TOOL Data collection part of this study was done through face-to-face metho

14、dology. The researchers used a questionnaire consisting of two sections. In the first part of the questionnaire, we used Bambauser-Sachse Shukla’s (2009) scale to measure the brand image, and Shukla’s (2010) scale to m

15、easure purchase intention. In the second part of the questionnaire, we gathered demographic information about participants. Data were collected based on the principles of 5-point Likert scale ranging from “Strongly ag

16、ree” to “Strongly disagree”. The data were then analyzed using central distribution and variability measures. The scales were tested for validity using translation-back translation method and expert opinions and then t