Abstract:

Purpose - The purpose of this research is to determine whether the impact of online consumer reviews on the product on the purchase differs according to the user's characteristics. Method - The universe of study is created by Internet users who read online consumer reviews in Turkey. The sampling of the study consists of 522 participants residing in the Kayseri province and easily identified according to the sampling method. A face-to-face survey was conducted to collect the research data. The results of the survey were analyzed by the one-way MANOVA analysis. The study found that the impact of online reviews on consumer’s purchase decisions did not make any significant differences according to consumer’s gender, age groups and daily internet use time variables. The only variable that shows a significant difference is the "consumers' online shopping frequency". Discussions - It has been revealed that online reviews affect consumer’s purchase decisions and the increased frequency of consumers’ online shopping, the characteristics of the website and the characteristics of the comment are more effective on purchasing decisions.

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