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

This study aims to analyze the effect of product reviews shared by consumers in text-, image- and video-based formats on e-commerce websites online purchasing intention. To this end, selected scale items were adapted three different surveys designed for text- (Study-1), (Study-2), video (Study-3)-based review presentation formats. The research data (Study-1:207, Study-2:209, Study-3:211) are collected from participants through these surveys. results regression analysis indicate that formats; perceived helpfulness, credibility, positive understanding caused positively affect purchase However, understanding, helpfulness format intention more positively. provided implications future directions.