The impact to consumer behavior of comments of users in internet

Today, the increased internet use and the development of information technologies have an impact on all areas of our lives as well as on consumer behavior. User comments on the internet serve as rich source of information for consumers. Consumers read user comments on the internet before their physical or virtual shopping and reach or give up consumption within the framework of these comments. After the purchase, the consumer, who conveys his satisfaction with online comments, has become the brand's ambassador on the internet. These comments reach hundreds of people and provide a reference. In this study, the effect of user comments on the internet on consumption behavior is tried to be explained. More than half of the participants stated that they always read user comments on the internet before shopping. It has been observed that consumers abandoned their purchases if they could not find any comments on the internet or found negative comments on the products to be purchased.