Abstract:

Internet has become one of the most important tools in the real estate sector. In recent years, the dynamic growth of the real estate sector with the opportunities of digitalization has begun to spread into the base of the market by increasing its market share. According to the research, people are trying to reach the results of general concepts and expressions in different search engines, web applications, or mobile devices before buying a property in the range of 83% to 90% (Rapport of the Real Estate Sector, 2018) without the name of the real estate institution. One of the most important tools to reach the buyer in this sense is real estate advertising and real estate companies who want to succeed in this need to understand the perceptions and attitudes of the online (online) consumer. It has been found that there is no direct research on real estate advertising on the internet, and there are different studies in the literature. It is requested to submit a research recommendation to fill this emptiness and keep light on this developing topic. The purpose of this study is to identify consumer perceptions about real estate advertising on the internet, which will reveal the impact of participants’ attitudes and beliefs on the trust they hear on these advertisements. For this purpose, it was based on the adaptation of the scales used in the studies of Arslan and Dursun (2015) (with the Likert scale). With the scale to be used for the research, a preliminary research for 50 people was carried out and the use of the survey statements used as scale after validity and reliability verification was established as appropriate. Then, the main research reached 388 users using an online survey with a simple random sampling method as the data collection method. According to the research results, according to the group of factors obtained related to the attitude components, consumer confidence in real estate advertisements on the internet is formed. These factors have been determined to be "Economy and Information Source: (EBK)", "Negative Characteristics: (OÖ)", "Cost: (MLY)", "Life Standard: (YS)" When the elements associated with these factors change, consumer confidence in real estate advertisements on the internet changes by about 40 percent.