Çevrim İçi Müşteri Yorumlarını Etkileyen Faktörler Üzerine Keşifsel Bir Çalışma: Trendyol Örneği.

Online customer reviews have become a valuable marketing tool for electronic commerce service providers and an effective information source for customer purchase decisions with the growth of electronic commerce. The aim of this research is to discover the characteristics that influence electronic commerce online customer reviews. This research is an exploratory study, and the content analysis method was used to examine the top and lowest-rated online reviews of eight bluetooth headphones and seven sunscreens, which are the most-sold and highest-rated products on Trendyol's e-commerce site. After two researchers independently coded 1082 comments using Maxqda software, the Cohen Kappa reliability coefficient was calculated as 89%. Product quality, trust, cargo logistics, perceived value, and sales promotion were obtained based on their mentioned frequencies, respectively. According to the findings of the study, while product quality is important in customer feedback, 43% of the reviews were based on other aspects. Trust in the seller gains weight in negative reviews, whereas cargo logistics gains weight in favorable ones. The study provides suggestions to e-commerce site managers and site sellers in areas where they can make improvements and contribute to the electronic commerce literature. [ABSTRACT FROM AUTHOR]