The effects of online consumer reviews on purchase intention

The purpose of this study is to determine the effect of electronic word of mouth communication on the purchasing behavior of consumers. Based on the literature, a research model was developed and the research data obtained by applying an online questionnaire to 474 students studying at Akdeniz University during the 2019-2020 academic year were tested using structural equation modeling through AMOS. With the research data obtained, the factors determining the effect of electronic word of mouth communication and purchase intention were investigated. Findings obtained revealed that source reliability, number of comments, trust in commenters, consumer participation and trust in comments have a positive and meaningful effect on consumers' purchasing intention. Keywords: E-WOM, Consumer Reviews, Purchase Intention