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

Zübeyir Çelik; Aykut Kabak; Aypar Uslu

doi:10.18037/ausbd.1136341

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

Öz

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.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Zübeyir Çelik
Türkiye

Aykut Kabak Bu kişi benim
Türkiye

Aypar Uslu Bu kişi benim
Türkiye

Yayımlanma Tarihi

27 Haziran 2022

Gönderilme Tarihi

9 Aralık 2021

Kabul Tarihi

5 Nisan 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 22 Sayı: 2

DOI

https://doi.org/10.18037/ausbd.1136341

IZ

https://izlik.org/JA95KZ75SZ

Kaynak Göster

RIS / Bibtex

APA

Çelik, Z., Kabak, A., & Uslu, A. (2022). The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(2), 489-516. https://doi.org/10.18037/ausbd.1136341

AMA

1.Çelik Z, Kabak A, Uslu A. The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. AÜSBD. 2022;22(2):489-516. doi:10.18037/ausbd.1136341

Chicago

Çelik, Zübeyir, Aykut Kabak, ve Aypar Uslu. 2022. “The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 22 (2): 489-516. https://doi.org/10.18037/ausbd.1136341.

EndNote

Çelik Z, Kabak A, Uslu A (01 Haziran 2022) The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi 22 2 489–516.

IEEE

[1]Z. Çelik, A. Kabak, ve A. Uslu, “The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention”, AÜSBD, c. 22, sy 2, ss. 489–516, Haz. 2022, doi: 10.18037/ausbd.1136341.

ISNAD

Çelik, Zübeyir - Kabak, Aykut - Uslu, Aypar. “The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 22/2 (01 Haziran 2022): 489-516. https://doi.org/10.18037/ausbd.1136341.

JAMA

1.Çelik Z, Kabak A, Uslu A. The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. AÜSBD. 2022;22:489–516.

MLA

Çelik, Zübeyir, vd. “The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention”. Anadolu Üniversitesi Sosyal Bilimler Dergisi, c. 22, sy 2, Haziran 2022, ss. 489-16, doi:10.18037/ausbd.1136341.

Vancouver

1.Zübeyir Çelik, Aykut Kabak, Aypar Uslu. The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. AÜSBD. 01 Haziran 2022;22(2):489-516. doi:10.18037/ausbd.1136341

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Anadolu Üniversitesi Sosyal Bilimler Dergisi

https://doi.org/10.18037/ausbd.1309934