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Intuitive Effect Of Inline Comments On Behavioral Intent: The Sample Of Google Maps

With the development of technology and globalization, consumer demands and expectations are constantly changing. Trade, marketing, etc. With its digitalization, institutions have provided access to more people. On the other hand, people who are potential customers try to make the right choice by using mobile applications with online reviews where the people who have previously experienced the product share their opinions. The purpose of this research is to intuitively measure the impact of online comments on food and beverage business preferences. In order to obtain data in the research, a survey technique was applied to Selçuk University students. The data obtained from the surveys were analyzed with the SPSS analysis program and the results were compared with the studies in the literature.

Online Reviews, Behavioral Intent, Google Maps


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