SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2020 / Cilt: 12 - Sayı: 2

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

Kalthoum DHAHAK
FARID HUSEYNOV
Pages
990–1005
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Finding of this research can be used by online business owners to enhance the experience level of their customers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data:In total, 200 volunteer participants familiar with online shopping filled the study survey.
💡
Conclusion & Impact:Finding of this research can be used by online business owners to enhance the experience level of their customers.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Özet

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. Findings – According to the findings of this research, customer decision to shop online from e-vendors and their trust in them are influenced by perceived effectiveness, perceived ease of use, perceived control, perceived usefulness, and perceived usefulness from OCRs. Discussion – OCRs has recently been known and considered as a very important tool for both businesses and customers to get information needed about any products and services through different experiences of previous customers. This study investigated the role of OCRs in influencing online customer purchasing intention. Trust was found to have a mediator role between OCR related factors and online purchase intention. Finding of this research can be used by online business owners to enhance the experience level of their customers.

🔖

Cite This Article

DHAHAK, K., HUSEYNOV, F. (2020). The Impact of Online Consumer Reviews (OCR) on Online Consumers’ Purchase Intention. İşletme Araştırmaları Dergisi, Cilt: 12 - Sayı: 2, 990–1005. https://ajindex.com/articles/204227

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (11)

  1. Agag, G., & El-Masry, A. A. (2016). Understanding the determinants of hotel booking intentions and moderating role of habit. International Journal of Hospitality Management, 54, 52-67.
  2. Akman, I., & Mishra, A. (2015). Sector diversity in green information technology practices: technology acceptance model perspective. Computers in human behavior, 49, 477-486.
  3. Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55, 100-110.
  4. Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.
  5. Baek, H., Ahn, J., & Choi, Y. (2012). Helpfulness of online consumer reviews: Readers' objectives and review cues. International Journal of Electronic Commerce, 17(2), 99-126.
  6. Bertrandias, L., & Goldsmith, R. E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of fashion marketing and management: an international journal, 10(1), 25-40.
  7. Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 36(2), 171-186.
  8. Byrne, B. M. (2010). Multivariate applications series. Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd ed.). New York, NY, US: Routledge/Taylor & Francis Group. Cheema, A., & Papatla, P. (2010). Relative importance of online versus offline information for Internet purchases: Product category and Internet experience effects. Journal of Business Research, 63(9-10), 979-985.
  9. Chen, P. Y., Wu, S. Y., & Yoon, J. (2004). The impact of online recommendations and consumer feedback on sales. ICIS 2004 Proceedings, 58. Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial management & data systems, 107(1), 21-36. Cheskin Research and Studio Archetype/Sapient, 1999. Ecommerce trust study, http://www.sapient.com/cheskin/, accessed 5/9/2000.
  10. Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225.
  11. Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in