The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

Zübeyir ÇELİK; Aykut KABAK; Aypar USLU

Makale detayları

The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

Yazarlar:

Zübeyir ÇELİK | Aykut KABAK | Aypar USLU

Yayıncı:

Anadolu University

Ana Başlıklar:

Sosyal Bilimler

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi 2022 Vol.22 Issue 2, pp.489-516

Belge Tipi:

Makale

Yayın Tarihi:

6/2022

Belge Dili:

Türkçe

Document ID (Org No.):

2000876460

Sıklık:

Üç Aylık

eISSN:

2667-8683

Anahtar kelimeler:

Özet:

 

This study aims to analyze the effect of product reviews shared by consumers in text-, image- and video-based formats on e-commerce websites on online purchasing intention. To this end, selected scale items were adapted and three different online surveys were designed for text- (Study-1), image- (Study-2), and video (Study-3)-based product review presentation formats. The research data (Study-1:207, Study-2:209, and Study-3:211) are collected from different participants through these three online surveys. The results of the regression analysis indicate that text-, image- and video-based product review presentation formats; and perceived review helpfulness, perceived review credibility, and positive perceived product understanding caused by these three product review presentation formats positively affect the online purchase intention. However, video-based product review presentation and positive perceived product understanding, perceived review credibility, and perceived review helpfulness caused by this format affect the online purchase intention more positively. The study provided implications and future research directions.

Makale detayları

The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

Yazarlar:

Zübeyir ÇELİK | Aykut KABAK | Aypar USLU

Yayıncı:

Anadolu University

Ana Başlıklar:

Sosyal Bilimler

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi 2022 Vol.22 Issue 2, pp.489-516

Belge Tipi:

Makale

Yayın Tarihi:

6/2022

Belge Dili:

Türkçe

Document ID (Org No.):

2000876460

Sıklık:

Üç Aylık

eISSN:

2667-8683

Online Product Review Presentation Formats

Online Purchasing Intention

E-Commerce

Sayı

Makale detayları

The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

Yazarlar: Zübeyir ÇELİK | Aykut KABAK | Aypar USLU

Yayıncı: Anadolu University

Ana Başlıklar: Sosyal Bilimler

Dergi: Anadolu Üniversitesi Sosyal Bilimler Dergisi 2022 Vol.22 Issue 2, pp.489-516

Belge Tipi: Makale

Yayın Tarihi: 6/2022

Belge Dili: Türkçe

Document ID (Org No.): 2000876460

Sıklık: Üç Aylık

eISSN: 2667-8683

Online Product Review Presentation Formats

Online Purchasing Intention

E-Commerce

Sayı

Yazarlar:

Zübeyir ÇELİK | Aykut KABAK | Aypar USLU

Yayıncı:

Anadolu University

Ana Başlıklar:

Sosyal Bilimler

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi 2022 Vol.22 Issue 2, pp.489-516

Belge Tipi:

Makale

Yayın Tarihi:

6/2022

Belge Dili:

Türkçe

Document ID (Org No.):

2000876460

Sıklık:

Üç Aylık

eISSN:

2667-8683