Title: e-WOM: the effects of online consumer reviews on purchasing decisions

Authors: Ali Yayl?; Murat Bayram

Addresses: Commerce and Tourism Education Faculty, Gazi University, Ankara 06830, Turkey. ' Tirebolu Mehmet Bayrak Vocational College, Giresun University, Giresun 28500, Turkey

Abstract: Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. The arrival and expansion of the internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (e-WOM). The aim of this study is to assess the impact of, one type of e-WOM, the online consumer review, on purchasing decision. This empirical study also focuses on the relationship between reviews and purchasing behaviour. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed.

Keywords: internet marketing; consumer behaviour; online consumer reviews; electronic word-of-mouth; e-WOM; Turkey; purchasing decisions; purchasing behaviour.

DOI: 10.1504/IJIMA.2012.044958

International Journal of Internet Marketing and Advertising, 2012 Vol.7 No.1, pp.51 - 64

Available online: 16 Jan 2012 *

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