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

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

Kalthoum DHAHAK
FARID HUSEYNOV
Sayfa
990–1005
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

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

📌 3 Maddede Bu Makale

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Amaç & Hipotez: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.
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Temel Bulgular & Veri:In total, 200 volunteer participants familiar with online shopping filled the study survey.
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Sonuç & Katkı:Finding of this research can be used by online business owners to enhance the experience level of their customers.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Alan Parametreleri

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.

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Bu Makaleye Atıf Yap

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

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Kaynakça (11)

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