Examination of the effect of consumer comments on e-commerce sites on continuance intention to online shopping within the scope of social exchange theory

The present study examines the importance of consumer comments for continuance intention on the e-commerce sites they shop at based on social exchange theory (SET). In the conceptual model, the effect of consumer comments on continuance intention to shop online on the e-commerce site was investigated within the framework of sense of self-worth, reputation, reciprocity, propensity to trust, and satisfaction. A total of 226 valid questionnaires were collected from participants. SPSS 25 and Process Macro 4.0 were used for data analysis. The findings from this study show that consumers' sense of self-worth affects reputation and reciprocity. These concepts affect shopping satisfaction on the e-commerce site, and satisfaction positively affects the continued intention to shop online on the e-commerce site. Also, the moderating role of propensity to trust in this relationship is not significant. As a result of the study, the findings were discussed, and theoretical and practical implications and future work directions were included.