Abstract:

Consumers today, depending on the use of the internet, make the right choice before making a decision to buy a product, have an idea, minimize the risk, etc. For reasons, it is benefited by the online reviews that people who previously purchased the product have transmitted their experiences. Due to the spread use of online reviews, it has been the subject of research in many different fields such as content, impact, advertising. The purpose of the study is to determine the role and impact of perceptions on the online assessments of accommodation in the uncertainty of consumer attitude and on the interpersonal informational impact and on the intention of purchasing. The survey technique was used as a data collection technique. The survey form was created online in Turkish and English, implemented through travel agencies in Istanbul and the data was obtained. The data obtained was analyzed with the help of the statistical package program. The analysis of the data provides identifying statistics, validity, reliability, regression and correlation analyses. As a result, the study found that online assessments have an impact on consumer attitude uncertainty; that there is a statistically meaningful relationship between online assessments and the intention of purchasing and the non-line interpersonal information effect.

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