The Effect of Online Consumer Reviews on Purchase Intention

Ali Can Yılmaz; Celal Demirkol

Article Details

The Effect of Online Consumer Reviews on Purchase Intention

Authors:

Ali Can Yılmaz | Celal Demirkol

Publisher:

Marmara University

Main Topics:

Pazarlama İletişimi

Journal:

Öneri Dergisi Vol.20 Issue 63, pp.1-30

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001339830

pISSN:

1300-0845

Keywords:

Abstract:

 Today, although marketing and advertising activities are increasing in quantity, they are becoming questionable in terms of quality, and in this process, consumers are more in need of ideas that they can see sincerely. In this context, individuals can consult product reviews written by people they do not know on the internet. The fact that the process takes place in electronically brings up the effect of electronic word of mouth on purchases. In this study, the effect of electronic word of mouth on purchase intention was examined. The study also examined the moderating role of demographic variables. The sample group of the study conducted in Tekirdağ province included 384 participants by convenience sampling method. The data collected with the survey technique were recorded in computer. The result of the analysis, it was seen that quantity and quality factors of electronic word of mouth effect purchase intention. It has been concluded that the credibility factor does not have an importance in explaining the model. It has been concluded that in addition to the mainly preferred platform for shopping, monthly frequency of online shopping and age range played a moderator role in the effect of the quantity factor on purchase intention.

 Today, although marketing and advertising activities are increasing in quantity, they are becoming questionable in terms of quality, and in this process, consumers are more in need of ideas that they can see sincerely. In this context, individuals can consult product reviews written by people they do not know on the internet. The fact that the process takes place in electronically brings up the effect of electronic word of mouth on purchases. In this study, the effect of electronic word of mouth on purchase intention was examined. The study also examined the moderating role of demographic variables. The sample group of the study conducted in Tekirdağ province included 384 participants by convenience sampling method. The data collected with the survey technique were recorded in computer. The result of the analysis, it was seen that quantity and quality factors of electronic word of mouth effect purchase intention. It has been concluded that the credibility factor does not have an importance in explaining the model. It has been concluded that in addition to the mainly preferred platform for shopping, monthly frequency of online shopping and age range played a moderator role in the effect of the quantity factor on purchase intention.

 Today, although marketing and advertising activities are increasing in quantity, they are becoming questionable in terms of quality, and in this process, consumers are more in need of ideas that they can see sincerely. In this context, individuals can consult product reviews written by people they do not know on the internet. The fact that the process takes place in electronically brings up the effect of electronic word of mouth on purchases. In this study, the effect of electronic word of mouth on purchase intention was examined. The study also examined the moderating role of demographic variables. The sample group of the study conducted in Tekirdağ province included 384 participants by convenience sampling method. The data collected with the survey technique were recorded in computer. The result of the analysis, it was seen that quantity and quality factors of electronic word of mouth effect purchase intention. It has been concluded that the credibility factor does not have an importance in explaining the model. It has been concluded that in addition to the mainly preferred platform for shopping, monthly frequency of online shopping and age range played a moderator role in the effect of the quantity factor on purchase intention.

 Günümüzde pazarlama ve reklam faaliyetleri sayıca artsa da nitelik açısından tartışılır konuma gelmektedir ve bu süreçte tüketiciler samimi görebileceği fikirlere daha çok ihtiyaç duymaktadır. Bu bağlamda bireyler kimi zaman internet ortamında tanımadıkları kişiler tarafından yazılan ürün yorumlarına başvurabilmektedir. Sürecin elektronik ortamda gerçekleşmesi ise elektronik ağızdan ağıza iletişimin satın alımlardaki etkisini gündeme getirmektedir. Gerçekleştirilen bu araştırmada elektronik ağızdan ağıza iletişimin satın alma niyetine yönelik etkisi incelenmiştir. İlave olarak, demografik değişkenlerin de düzenleyici rolü incelenmiştir. Tekirdağ ilinde gerçekleştirilmiş olan çalışmanın örneklem grubunda, kolayda örnekleme yöntemiyle 384 katılımcı yer almıştır. Veriler ise anket tekniğiyle toplanmış olup, bilgisayar ortamında kaydedilmiştir. Yapılan analizler neticesinde, elektronik ağızdan ağıza iletişimin nicelik ve nitelik boyutlarının satın alma niyetini etkilediği görülmüştür. Güvenilirlik boyutunun ise modeli açıklamada bir öneme sahip olmadığı sonucuna ulaşılmıştır. Çalışma kapsamında ayrıca, niceliğin satın alma niyetine olan etkisinde, alışveriş için ağırlıklı olarak tercih edilen mecranın yanı sıra, internetten aylık alışveriş sıklığı ve de yaş aralığının düzenleyici rol gösterdiği neticesine ulaşılmıştır.

Article Details

The Effect of Online Consumer Reviews on Purchase Intention

Authors:

Ali Can Yılmaz | Celal Demirkol

Publisher:

Marmara University

Main Topics:

Pazarlama İletişimi

Journal:

Öneri Dergisi Vol.20 Issue 63, pp.1-30

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001339830

pISSN:

1300-0845

Electronic Word of Mouth

Internet

Purchase IntentionElektronik Ağızdan Ağıza İletişim

İnternet

Satın Alma Niyeti

Issues

Article Details

The Effect of Online Consumer Reviews on Purchase Intention

Authors: Ali Can Yılmaz | Celal Demirkol

Publisher: Marmara University

Main Topics: Pazarlama İletişimi

Journal: Öneri Dergisi Vol.20 Issue 63, pp.1-30

Document Type: Article

Publication Date: 1/2025

Document Language: Turkish

Document ID (Org No.): 2001339830

pISSN: 1300-0845

Electronic Word of Mouth

Internet

Purchase IntentionElektronik Ağızdan Ağıza İletişim

İnternet

Satın Alma Niyeti

Issues

Authors:

Ali Can Yılmaz | Celal Demirkol

Publisher:

Marmara University

Main Topics:

Pazarlama İletişimi

Journal:

Öneri Dergisi Vol.20 Issue 63, pp.1-30

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001339830

pISSN:

1300-0845