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

1、2100 英文單詞， 英文單詞，1.2 萬英文字符 萬英文字符,中文 中文 3200 字文獻(xiàn)出處： 文獻(xiàn)出處：Torlak O, Ozkara B Y, Tiltay M A, et al. The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands f

2、or youth consumers in Turkey[J]. Journal of Marketing Development and Competitiveness, 2014, 8(2): 61.The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Br

3、ands for Youth Consumers in TurkeyOmer TorlakKTO Karatay UniversityBehcet Yalin Ozkara Eskisehir Osmangazi UniversityMuhammet Ali Tiltay Eskisehir Osmangazi UniversityHakan Cengiz Karabuk UniversityMehmet Fatih Dulger

4、 University of NevadaThis study aims to explain the effect of Word of mouth on purchase intention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university stude

5、nts residing in Turkey. Data were obtained with a questionnaire and the face to face method after briefing the participants. The results of the study showed that there is a significant positive relationship between the

6、 electronic word of mouth on brand image and purchase intention.INTRODUCTIONOne of the biggest challenges for both marketing researchers and practitioners is to solve complex consumer behaviors. Products, product specif

7、ications, brands and shopping atmosphere which has different messages affect consumer perceptions in various ways. While the messages sometimes could be appealing to some consumers they are irritating to others. How co

8、nsumer percept each message also affect buying decisions (Bambauer Trusov et al., 2009).The widespread use of the internet globally has started spreading of electronic word of mouth (Jalilvand, 2012). Prominent inf

9、ormation sources such as forums, sharing sites, blogs and customerTurkish context at the time of this study. The following are the research hypotheses derived from the review of the relevant literature:H1: Elect

10、ronic word-of-mouth has 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 resear

11、ch model of this study 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 FRAMEWORKPOPULATION AND SAMPLINGThis study was

12、 conducted in Eskisehir, 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 50.0

13、00 students live 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. Howe

14、ver, the analyses were carried out on 248 questionnaires because 17 of them were either incomplete or contained or incorrect data.DATA COLLECTION METHOD AND TOOLData collection part of this study was done through face-

15、to-face methodology. 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

16、) scale to measure 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 “St

17、rongly agree” 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 an