TY  - JOUR
TI  - Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter
AB  - Video blogs (Vlogs) and video bloggers (Vloggers) have gained importance in marketing with theirentertaining and educational content as they are attracting huge numbers of viewers and are thereforeshaping many consumers’ attitudes and purchase decisions. Research on vlogs concentrated oncontent characteristics, vlogger characteristics and general vlog features. However, this stream ofresearch is fragmented, mostly ignores vlog audience motivations and lacks empirical investigationsthat parsimoniously study influence of certain vlog and vlogger characteristics on consumers’ onlinepurchase decisions. The purpose of this study is to explore the impact of vlog content value in terms ofinformativeness and entertainment and vlogger personal characteristics such as authoritative andengagement knowledge on consumers’ information satisfaction and further on their intention to shoponline. With this aim, data were gathered via an online survey from 627 purposively sampledrespondents and a theoretical structural equation model was tested. Vlog content’s informative andentertaining value and authoritative knowledge of the vlogger were found to be important factorsexplaining information satisfaction, whereas the effect of engagement knowledge on informationsatisfaction was insignificant. Furthermore, strong impact of information satisfaction on intention toshop online was determined. Managerial and theoretical implications are discussed in the paper.
AU  - Tolunay, Asli
AU  - EKİZLER, HÜSEYİN
DO  - 10.26466/opus.874722
PY  - 2021
JO  - OPUS Uluslararası Toplum Araştırmaları Dergisi
VL  - 18
IS  - 41
SN  - 2528-9527
SP  - 3041
EP  - 3065
DB  - TRDizin
UR  - http://search/yayin/detay/441262
ER  -