The Effect of Online Customer Comments and Ratings on Consumer Behavior: a Research on Generation Z

Abstract

Purpose – Nowadays, when online shopping is increasing, consumers make their purchasing decisions by examining the comments of consumers who have previously experienced shopping before and the seller's shopping scores about the products they are considering to buy before making a purchasing decision. In this context, comments and ratings have become very important for both consumers and sellers. This research aims to reveal the effect of Generation Z consumers' attitudes towards online comments and ratings on online consumer behavior. Design/ methodology/ approach - Face-to-face survey method was preferred as the data collection method in the study. Burdur Mehmet Akif Ersoy University Vocational School of Social Sciences (MAKÜ SBMYO) students were taken as a sample to represent Generation Z. The convenience sampling method was chosen due to time and cost. A total of 364 volunteer students participated in the research. Research data was collected between May and August 2022. Frequency Analysis, Confirmatory Factor Analysis and Structural Equation Model were used as analysis methods. Findings – As a result of the research, it was determined that the comments and evaluation scores made on goods and services during online shopping affect consumer behavior. Discussion – It was concluded that online comments and evaluation scores affected online consumer behavior. This result is thought to be important for both consumers and online businesses. Businesses that trade online can carry out their goods policies and customer relations management more effectively based on these online comments and evaluation scores.