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Will I buy it? : The influence of vlogs on consumer’s purchase intention and engagement in Apple AirPods 2

Chen, Xinran (2019) Will I buy it? : The influence of vlogs on consumer’s purchase intention and engagement in Apple AirPods 2.

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Abstract:Social media platforms have become an important part of consumers’ sharing, searching, and commenting activities as they engage in online shopping. Video blog users, known as “vloggers,” are becoming influential figures who can influence consumers’ shopping decisions. However, only a few studies have focused on exploring the effect of vlogs on consumers’ engagement and purchase intentions while shopping online. This study aims to examine the impact of vloggers’ recommendation of Apple AirPods 2 in vlogs on YouTube. To determine the factors that influence purchase intention and consumer engagement, the variables of the technology acceptance model (TAM), combined with variables derived from source credibility, are used. Source credibility is a term often used to imply a communicator’s positive characteristics that affect the receiver’s acceptance of information. Moreover, the variables trustworthiness, expertise, and attractiveness from source credibility are projected into consumer attitude to determine the influence of purchase intention and consumer engagement. A questionnaire-based empirical study is used to test the eight constructs: trustworthiness, expertise and attractiveness, perceived usefulness, perceived enjoyment, attitude, consumer engagement, and purchase intention. This study involves 262 respondents and quantitatively analyzes the effect of each variable on purchase intention, consumer engagement, and attitude. The main findings indicate that the expertise of vloggers, perceived enjoyment, and consumers’ attitude are directly predictive of a consumer’s intention to buy Apple AirPods 2. However, against TAM, perceived usefulness affects purchase intention only indirectly through attitude. Regarding attitude, attractiveness and enjoyment have a significant influence, followed by trustworthiness and perceived usefulness. Additionally, attitude is a mediating factor that is also influenced largely by perceived enjoyment and slightly by the attractiveness of the vlogger, trustworthiness of the vlogger, and perceived usefulness. In conclusion, perceived enjoyment is the most influential contributor to predicting a consumer’s purchase intention, engagement, and attitude.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79479
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