Akıllı Telefon Sektöründe Elektronik Ağızdan Ağıza İletişimin Tüketicilerin Satın Alma Niyetine Etkisinde Algılanan Kalitenin Aracı Rolü

The purpose of this research is to determine whether perceived quality plays a mediating role in the effect of electronic word-of-mouth on purchase intention in the smartphone industry. The sample of the research consists of 407 individuals who were accepted to participate in the research between 14 January 2022 and 28 February 2023. The data of the research were collected by questionnaire technique. In the analysis of the data, the bootstrap technique was used with SPSS 22.0, SPSS PROCESS macro-model 4 and correlation analysis was carried out. As a result of the research, a positive and moderate relationship was found between the sub-dimensions of electronic word-of-mouth communication which are "obtaining information about purchasing" (r=0.478), "community membership and economic incentive" (r=0.427), "product related information obtained" (r=0.457) to "purchase intention" (p