Electronic word of mouth communication (eWOM) is an important force that guides consumers’ attitudes and behaviors. eWOM, plays an important role at every stage of the purchasing decision process. Within the scope of the research, content analysis method was used to examine eWOM messages in different product categories on the online shopping site within the framework of the selection set theory. Each of the 896 eWOM messages determined according to the product groups and categories, seller and product ratings and sales amount criteria were examined one by one and their keywords were determined. eWOM messages whose keywords are determined; The number of comments/images were analyzed by classifying them according to negative/positive comments and product, price, place and promotion mix elements. The data obtained as a result of the examinations were analyzed using descriptive techniques using SPSS and Excel package programs. According to the findings, consumers who purchase in comparative product categories attach importance to quality/performance, design and shipping; consumers who buy in convenience products categories, attach importance to experience/advice, packaging and shipping.
Online Shopping, Electronic Word of Mouth (eWOM), Choice Set Theory, Content Analysis.