The efects of consumer comments on the internet on the consumer purchasing behaviour: A study on the teachers of Sultanbeyli district

In today?s world, people have the opportunity to convey their experiences regarding products and brands to large number of people. Especially, developments in internet technology and Web2.0, also called as participatory web, applications enable people to be more productive with features such as content development and sharing a video or music that they create themselves. All these developments both provide people a stronger position against brands and also ease the inclusion of them to the production process. User Generated Content (UGC) includes opinions, suggestions and recommendations of the consumers and comments on products, brands and companies based more on personal experiences. Arising of social media appliances together with Web2.0 creates new mediums. Blogs, forum sites, social media sites and virtual communities enable internet users to communicate with each other and share their opinions and experiences. This study which was prepared by taking these developments into consideration, aims to display the effects of consumer comments on the internet on the consumer purchasing behaviour.This thesis study is a research study that was realized on the teachers of Sultanbeyli District. In the conceptual framework of the study; communication, word of mouth communication, consumer behaviour and purchasing decision process, online word of mouth communication and social media / virtual communities concepts were mentioned. The study is a descriptive research on 385 teachers that used questionnaire tecnique. During the evaluation of findings, SPSS for Windows 17.0 programme was used for statistical analysis. Descriptive statistical methods ( Number, Percent, Average and Standard Deviation ) were also used during this evaluation process. As hypothesis test, Kruskal Wallis H-Test and Mann Whitney U test from Non-Parametric tests together with correlation and regression analysis were conducted.