A research to determine the level of the impact of online product reviews on consumers' purchasing decision

There are many factors that affect consumers' purchasing decision. One of these factors is the online comments that are an extension of word of mouth marketing. Online comments are the word of mouth marketing carried out in the electronic environment. Consumers who apply online reviews gain the right to compare criteria such as product knowledge, experience and satisfaction. This study was designed to examine the impact of online consumer reviews on purchasing decision. For this purpose, a theoretical framework for online reviews and purchasing behavior is discussed and a survey has been conducted to measure this relationship. The study consists of three parts. The first section focuses on the concept of e-commerce and online consumption. Essential definitions and explanations have been made. The second section focuses on the concept of e-WOM and online reviews. In the third section pilot tests are conducted and numerical data of the generated model are described. Data were collected by a questionnaire. The sample of the study consists of 505 participants. Data were analyzed with SPSS Statistics 21. Findings show that online product reviews have an impact on consumers' purchasing decision and increased level of online shopping frequency results in more influence in their decision in terms of web site and online review characteristics.