The Effect of Firm-Generated Content and Attitude towards Consumer Reviews on Purchase Intention in Online Marketplaces

Yıl 2025, Sayı: 14, 23 - 48, 27.06.2025

Ümit Arklan , Mehmet Yılmaz

https://doi.org/10.56676/kiad.1658562

Öz

This study examines the effect of firm-generated content and consumer attitudes towards online reviews on purchase intention in online marketplaces. Adopting a quantitative correlational research design, the study utilized a non-probability convenience sampling method. Data collected from 504 participants were analyzed using SPSS and AMOS software, with hypotheses tested through a structural equation modeling designed to examine relationships between variables. Findings reveal that firm-generated content in online marketplaces exerts a significant positive influence on both consumer attitudes toward online reviews and purchase intention. Furthermore, consumer attitudes toward online reviews significantly affect purchase intention. Additionally, consumer attitudes toward online reviews partially mediate the relationship between firm-generated content and purchase intention. This study has the potential to contribute to the literature through its comprehensive perspective on the variables it addresses and the findings it presents based on empirical evidence.

Anahtar Kelimeler

Online Marketplaces , Firm-Generated Content , Online Consumer Reviews , Purchase Intention , Marketing Communications

Çevrim İçi Pazar Yerlerinde Firma Tarafından Üretilen İçerikler ile Tüketici Yorumlarına Ait Tutumun Satın Alma Niyeti Üzerindeki Etkisi

Öz

Bu çalışma, çevrim içi pazar yerlerinde firma tarafından üretilen içerikler ile çevrim içi tüketici yorumlarına ait tutumun satın alma niyetine olan etkisine odaklanmaktadır. Nicel araştırma desenlerinden ilişkisel araştırma deseninin kullanıldığı çalışmada, olasılık dışı örnekleme yöntemlerinden kolayda örnekleme yöntemi esas alınmıştır. Analizler 504 katılımcıdan toplanan veriler ile SPSS ve AMOS programları aracılığıyla gerçekleştirilmiş, değişkenler arasındaki ilişkileri ortaya koymak üzere tasarlanan yapısal eşitlik modeli doğrultusunda hipotezler test edilmiştir. Analizler sonucunda çevrim içi pazar yerlerinde firma tarafından üretilen içeriğin çevrim içi tüketici yorumlarına ait tutum ve satın alma niyeti üzerinde anlamlı bir etkisinin olduğu, yine çevrim içi tüketici yorumlarına ait tutumun satın alma niyetini anlamlı bir şekilde etkilediği tespit edilmiştir. Bununla birlikte, çevrim içi tüketici yorumlarına ait tutumun firma tarafından üretilen içerik ile satın alma niyeti arasındaki ilişkiye de kısmen aracılık ettiği belirlenmiştir. Çalışma, ele aldığı değişkenlere ilişkin sergilediği bütüncül bakış açısı ve ampirik bulgulara dayanarak ortaya koyduğu sonuçlar itibariyle literatüre katkı potansiyeli taşımaktadır.

Anahtar Kelimeler

Çevrim İçi Pazar Yerleri , Firma Tarafından Üretilen İçerik , Online Tüketici Yorumları , Satın Alma Niyeti , Pazarlama İletişimi

Kaynakça

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