The Role of Online Evaluations Made on Accommodation Businesses in Consumer Attitude Instability and the Effect on Purchase Intention

Abstract

Today, depending on the use of the internet, consumers benefit from online evaluations in which people who previously bought a product convey their experiences, for reasons such as making the right choice, having an idea, minimizing risk, etc. before making a decision to purchase a product. Due to the widespread use of online evaluations, it has been the subject of research in many different areas such as content, impact and advertising. The aim of the study is to determine the role of perceptions online reviews about accommodation businesses in consumer attitude indecision and offline interpersonal informational influence and its effect on purchase intention. Questionnaire technique was used as data collection technique in the study. The questionnaire form was created online in Turkish and English, applied through travel agencies in Istanbul, and data were obtained from the questionnaires. The obtained data were analyzed with the help of statistical package program. In the analysis of the data, descriptive statistics were given and validity, reliability, regression and correlation analyzes were performed. As a result of the research, it was found that online reviews have an effect on consumer attitude indecision; It has been determined that there is a statistically significant relationship between online evaluations and purchase intention and offline interpersonal informational effect.