The effect of online consumer reviews on purchasing

In this study, the effect of electronic word of mouth on purchase intention was researched in order to research the effect of online consumer reviews on purchasing. Within the scope of the study, electronic word of mouth was measured with three factors. These factors were credibility, quality and quantity. Purchasing intention has only one factor. The study also examined the moderator role of various variables in the effect of electronic word of mouth factors on purchase intention. The population of the research conducted in Tekirdağ consisted of consumers who shopped online. 384 participants were included in the sample group with convenience sampling method. Data collected by survey technique and the data were recorded in the computer. Then descriptive statistics, factor analysis, reliability test, normality test, t-test, correlation analysis and regression anaylsis were applied. As a result of the correlation analysis, it was seen that both the qualitative and quantitative factors have a moderate and positive relationship with purchase intention. When the effect of the independent variables on the dependent variable is examined by regression analysis, it is seen that the quantitative and qualitative factors have an effect on the purchase intention. But it is seen that credilibity factor is not important in explaining the model. As a result of the research, it was also seen that the most preferred platform for shopping, monthly shopping frequency from the internet and age range have a moderator role in the effect of the quantity factor on purchase intention.