An Empirical Study of the Effect of Online Comments on Consumer Buying Behavior

Abstract

There are many factors that affect the buying decision of consumers, and online comments are very important among these factors. Online comments made by customers or users have a direct impact on buying decisions. For this reason, consumers carefully examine online comments from other customers or users to access more accurate and realistic information during the buying decision process. The aim of the study, which is built on this understanding, is to examine the effects of online comments on consumer buying behavior. For this purpose, the study was carried out at Selcuk University with a random sampling method using a google survey. A total of 400 people at the university were reached. In this way, the opinions of different segments including academics, university staff and students were asked. SPSS 22.0 program was used in the analysis of the collected data. Pearson correlation and multiple regression analyzes were used because the scale used in the study was a normal distribution and parametric tests were used. As a result, it was observed that as the positive perspective of the participants on consumer comments increased, buying behavior also increased. However, no significant relationship was found between attitude towards comment and buying behavior (p>0.05). The fact that the study was carried out at a university and that it covers the entire university, from academicians to students, distinguishes the study from others and makes it significant. Future studies on this subject can be carried out on other segments of society.