The Impact of Online Consumer Reviews (OCR) on Online Consumers’ Purchase Intention
The Impact of Online Consumer Reviews (OCR) on Online Consumers’ Purchase Intention

Summary/Abstract: Purpose – The goal of this research is to examine the impact of Online Consumer Review (OCR) on online customer purchasing intention in online shopping sector in Turkey. Design/methodology/approach – In this study, quantitative research techniques were utilized. Primary data of the study was collected through a self-administered Likert type online survey. In total, 200 volunteer participants familiar with online shopping filled the study survey. The research model of the study was analyzed with the help of confirmatory factor analysis (CFA) and structural equational model (SEM) techniques.

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