Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Year 2021, Volume: 18 Issue: 41, 3041 - 3065, 01.09.2021

Aslı Tolunay , Hüseyin Ekizler

https://doi.org/10.26466/opus.874722

Cited By: 1

Abstract

Video blogs (Vlogs) and video bloggers (Vloggers) have gained importance in marketing with their entertaining and educational content as they are attracting huge numbers of viewers and are therefore shaping many consumers’ attitudes and purchase decisions. Research on vlogs concentrated on content characteristics, vlogger characteristics and general vlog features. However, this stream of research is fragmented, mostly ignores vlog audience motivations and lacks empirical investigations that parsimoniously study influence of certain vlog and vlogger characteristics on consumers’ online purchase decisions. The purpose of this study is to explore the impact of vlog content value in terms of informativeness and entertainment and vlogger personal characteristics such as authoritative and engagement knowledge on consumers’ information satisfaction and further on their intention to shop online. With this aim, data were gathered via an online survey from 627 purposively sampled respondents and a theoretical structural equation model was tested. Vlog content’s informative and entertaining value and authoritative knowledge of the vlogger were found to be important factors explaining information satisfaction, whereas the effect of engagement knowledge on information satisfaction was insignificant. Furthermore, strong impact of information satisfaction on intention to shop online was determined. Managerial and theoretical implications are discussed in the paper.

Keywords

Vlog content value, vlogger personal characteristics, online shopping intention, information satisfaction

Online Alışveriş Davranışının Youtube Perspektifinden Analizi: Vlog İçeriği ve Vlogger Özellikleri Etkili Mi?

Abstract

Video blogları (Vlog'lar) ve video blog içerik üreticileri (Vlogger’lar), eğlenceli ve eğitici içerikleriyle çok sayıda izleyiciyi cezbettikleri için tüketicinin tutumlarını ve satın alma kararlarını şekillendirmelerinden dolayı pazarlamada önem kazanmıştır. Vloglar üzerine yapılan çalışmalar içerik özellikleri, vlogger özellikleri ve genel vlog özellikleri üzerinde yoğunlaşmıştır. Ancak bu çalışmaların birbirinden kopuk olduğu ve vlog izleyen kitlenin motivasyonlarını göz ardı ettiği ve belirli vlog içeik ve vlogger özelliklerinin tüketicilerin çevrimiçi satın alma kararlarına etkisini ayrıntılı bir şekilde inceleyen empirik çalışmalardan yoksun olduğu görülmektedir. Bu çalışmanın amacı, bilgi ve eğlence açısından vlog içerik değerinin ve yetkili bilgisi ve katılım bilgisi gibi vlogger kişisel özelliklerinin tüketicilerin bilgi memnuniyeti ve ayrıca çevrimiçi alışveriş yapma niyetleri üzerindeki etkisini araştırmaktır. Bu amaçla, veriler kasıtlı olarak örneklenmiş 627 katılımcıdan çevrimiçi anket yoluyla toplanmış ve teorik bir yapısal eşitlik modeli test edilmiştir. Vlog içeriğinin bilgilendirici ve eğlenceli değeri ve vloggerın yetkili bilgisi, bilgi memnuniyetini açıklayan önemli faktörler olarak bulunurken, etkileşim bilgisinin bilgi memnuniyeti üzerindeki etkisi anlamlı bulunmamıştır. Ayrıca bilgi memnuniyetinin online alışveriş yapma niyeti üzerindeki güçlü etkisi tespit edilmiştir. Yönetsel ve teorik çıkarımlar makalede tartışılmaktadır.

Keywords

vlog içerik değeri, vlogger kişisel özellikleri, online alışveriş niyeti, bilgi memnuniyeti

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