ÇEVRİMİÇİ SATIN ALMA KARARINA TÜKETİCİ DEĞERLENDİRMELERİNİN ETKİSİ
IMPACT OF CONSUMER REVIEWS ON THE ONLINE PURCHASE DECISION

Summary/Abstract: Aim: Online shopping habit shows a serious increase in the 21st century conditions where the internet has become more and more indispensable. Especially with the Covid-19 epidemic as of 2020, the necessity of people to stay at their homes has accelerated the upward trend of online shopping. In online shopping, unclear product quality and seller reliability are among the factors that pose a risk to consumers. To minimize these risks, consumers now make a purchasing decision by reviewing the reviews, comments and ratings of people who have previously experienced it. At the same time, they share their satisfaction levels by creating online content about the goods and services they experience. This study aimed to examine the impact of the importance given to comments and content creation in consumers' online purchasing decision. Method: 443 questionnaires obtained online were analyzed with this aim. Findings: Analyzes have shown that the consumer' online content about her own experience and giving importance to comments and experiences positively affect the purchasing decision. Results: Since consumer ratings have an impact on the purchasing decision, it is recommended that companies create opportunities for ratings on online channels and give these ratings more importance.

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