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Ürün tanıtım videolarının satın alma niyeti üzerindeki etkisi: YouTube örneği

Yıl 2022, Cilt: 8 Sayı: 3, 425 - 442, 30.10.2022
https://doi.org/10.30855/gjeb.2022.8.3.003

Öz

Bu araştırmanın amacı, YouTube'da paylaşılan ürün tanıtım videolarının tüketicilerin satın alma niyetleri üzerindeki etkisini ortaya çıkarmaktır. Ayrıca, ürün sunum zenginliğinin satın alma niyeti üzerindeki etkisinin ve bu ilişkide medya kullanışlılığının ve algılanan zevkin aracılık rolünün olup olmadığının yapısal eşitlik modellemesi metodu ile test edilmesidir. Çevrimiçi olarak katılımcılara ulaştırılan anket formu ile 371 geçerli anket verisi toplanmış ve elde edilen veriler AMOS 24.0 and SPSS 23.0 programları kullanılarak analize tabi tutulmuştur. Analizler sonucunda elde edilen bulgular, ürün sunum zenginliğinin algılanan zevk ve medya kullanışlılığı üzerinde olumlu bir etkiye sahip olduğunu, medya kullanışlılığının ise ürün sunum zenginliği ile satın alma niyeti arasında aracılık rolüne sahip olduğunu ortaya koymuştur. Bunun yanı sıra, ürünü hayal etme kolaylığının ve medya kullanışlılığının satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu, ürünü hayal etme kolaylığının, algılanan zevk ile satın alma niyeti arasında tam bir aracılık rolüne sahipken, medya kullanışlılığı ile satın alma niyeti arasında kısmi aracılık rolüne sahip olduğu bulunmuştur. Elde edilen sonuçlar araştırmayı, kullanıcıların ürün tanıtım videoları hazırlarken tüketicilerin satın alma davranışlarını etkileyecek noktaları belirlemesi açısından önemli kılmaktadır.

Kaynakça

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  • Alsabawy, A. Y., Cater-Steel, A., and Soar, J. (2016). Determinants of perceived usefulness of e-learning systems. Computers in Human Behavior, 64(1), 843-858.
  • Anderson, J. C., and Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
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  • Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. Bursa: Ezgi Kitabevi.
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  • Chang, C. (2013). Imagery Fluency and Narrative Advertising Effects. Journal of Advertising, 42(1), 54-68.
  • Childers, T. L., Carr, C. L., Peck, J., and Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Ching, R. K., Tong, P., Chen, J.‐S., and Chen, H.‐Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438.
  • Coyle, J. R., and Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
  • Çapık, C. (2014). Geçerlik ve Güvenirlik Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanımı. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi, 17(3), 196-205.
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  • Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
  • Dimoka, A., Hong, Y., and Pavlou, P. A. (2012). On Product Uncertainty in Online Markets: Theory and Evidence. MIS Quarterly, 36(2), 395-426.
  • Djafarova, E., and Trofimenko, O. (2017). Exploring the relationships between self-presentation and self-esteem of mothers in social media in Russia. Computers in Human Behavior, 73(1), 20-27.
  • Duffett, R. (2020). The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability, 12(5075), 1-25.
  • Erkan, I., and Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61(1), 47-55.
  • Farivar, S., Wang, F., and Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59(1), 102371.
  • Farzin, M., and Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183.
  • Fazeli, Z., Shukla, P., and Perks, K. (2020). Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions. Psychology & Marketing, 37(1), 15-26.
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  • Gregg, D. G., and Walczak, S. (2008). Dressing Your Online Auction Business for Success: An Experiment Comparing Two eBay Businesses. MIS Quarterly, 32(3), 653-670.
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  • Hilken, T., Ruyter, K. D., Chylinski, M., Mahr, D., and Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(1), 884-905.
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Effect of product presentation videos on purchase intention: The YouTube example

Yıl 2022, Cilt: 8 Sayı: 3, 425 - 442, 30.10.2022
https://doi.org/10.30855/gjeb.2022.8.3.003

Öz

The aim of the study is to reveal the effect of product presentation videos shared on YouTube on the purchasing intention of consumers. In addition, the effect of product presentation richness on purchase intention and whether media usefulness and perceived enjoyment have a mediating role in this relationship are tested by structural equation modeling method.371 valid survey data were collected with the questionnaire form delivered to the participants online, and the obtained data were analyzed using AMOS 24.0 and SPSS 23.0 programs. The result of the study revealed that while the product presentation richness had a positive effect on the perceived enjoyment and media usefulness, media usefulness has a mediating role between product presentation richness and purchase intention. Moreover, while ease of imagining the product and media usefulness had a positive effect on purchase intention, ease of imagining the product has a full mediating role between perceived enjoyment and purchase intention, has a partial mediating role between media usefulness and purchase intention. The results make the research important in terms of determining the points that will affect the purchasing behavior of consumers while preparing product presentation videos.

Kaynakça

  • Agarwal, R., and Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4), 665-694.
  • Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., and Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55(1), 100-110.
  • Alsabawy, A. Y., Cater-Steel, A., and Soar, J. (2016). Determinants of perceived usefulness of e-learning systems. Computers in Human Behavior, 64(1), 843-858.
  • Anderson, J. C., and Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
  • Argyriou, E. (2012). Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account. Psychology and Marketing, 29(1), 25-35.
  • Audrezet, A., Kerviler, G. D., and Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(1), 557-569.
  • Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. Bursa: Ezgi Kitabevi.
  • Bertot, J. C., Jaeger, P. T., and Grimes, J. M. (2010). Using ICTs to create a culture of transparency: E-government and social media as openness and anti-corruption tools for societies. Government Information Quarterly, 27(3), Pages 264-271.
  • Chang, C. (2013). Imagery Fluency and Narrative Advertising Effects. Journal of Advertising, 42(1), 54-68.
  • Childers, T. L., Carr, C. L., Peck, J., and Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Ching, R. K., Tong, P., Chen, J.‐S., and Chen, H.‐Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438.
  • Coyle, J. R., and Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
  • Çapık, C. (2014). Geçerlik ve Güvenirlik Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanımı. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi, 17(3), 196-205.
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information. MIS Quarterly, 13(3), 319-340.
  • Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
  • Dimoka, A., Hong, Y., and Pavlou, P. A. (2012). On Product Uncertainty in Online Markets: Theory and Evidence. MIS Quarterly, 36(2), 395-426.
  • Djafarova, E., and Trofimenko, O. (2017). Exploring the relationships between self-presentation and self-esteem of mothers in social media in Russia. Computers in Human Behavior, 73(1), 20-27.
  • Duffett, R. (2020). The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability, 12(5075), 1-25.
  • Erkan, I., and Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61(1), 47-55.
  • Farivar, S., Wang, F., and Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59(1), 102371.
  • Farzin, M., and Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183.
  • Fazeli, Z., Shukla, P., and Perks, K. (2020). Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions. Psychology & Marketing, 37(1), 15-26.
  • Flavián, C., Gurrea, R., and Orús, C. (2017). The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch. Telematics and Informatics, 34(8), 1544-1556.
  • Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gregg, D. G., and Walczak, S. (2008). Dressing Your Online Auction Business for Success: An Experiment Comparing Two eBay Businesses. MIS Quarterly, 32(3), 653-670.
  • Heijden, H. V. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
  • Hilken, T., Ruyter, K. D., Chylinski, M., Mahr, D., and Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(1), 884-905.
  • Huang, T.-L., and Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(1), 269-295.
  • Izuagbe, R., Ifijeh, G., Izuagbe-Roland, E. I., Olawoyin, O. R., and Ogiamien, L. O. (2019). Determinants of perceived usefulness of social media in university libraries: Subjective norm, image and voluntariness as indicators. The Journal of Academic Librarianship, 45(4), 394-405.
  • Jiang, Z., and Benbasat, I. (2007). Investigating the Influence of the Functional Mechanisms of Online Product Presentations. Information Systems Research, 18(4), 454-470.
  • Kudeshia, C., and Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330.
  • Kusyanti, A., Catherina, H. P., Rahma, D., and April, Y. (2018). Teen’s Social Media Adoption: An Empirical Investigation in Indonesia. International Journal of Advanced Computer Science and Applications, 9(2), 380-384.
  • Ladhari, R., Massa, E., and Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54(1), 102027.
  • Lee, E.-J., and Park, J. (2014). Enhancing Virtual Presence in E-Tail: Dynamics of Cue Multiplicity. International Journal of Electronic Commerce, 18(4), 117-146.
  • Lei, D., and Wu, Z. (2006). Tabu search for multiple-criteria manufacturing cell design. The International Journal of Advanced Manufacturing Technology, 28(1), 950–956.
  • Li, T., and Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12(6), 449-461.
  • Lian, S. (2011). Innovative Internet video consuming based on media analysis techniques. Electronic Commerce Research, 11(1), 75-89.
  • Liu, M. T., Liu, Y., and Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436.
  • Mavlanova, T., and Benbunan-Fich, R. (2010). Counterfeit Products on the Internet: The Role of Seller-Level and Product-Level Information. International Journal of Electronic Commerce, 15(2), 79-104.
  • Meydan, C. H., and Şeşen, H. (2011). Yapısal Eşitlik Modellemesi - AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Moghavvemi, S., Sharabati, M., Paramanathan, T., and Rahin, N. M. (2017). The impact of perceived enjoyment, perceived reciprocal benefits and knowledge power on students' knowledge sharing through Facebook. The International Journal of Management Education, 15(1), 1-12.
  • Nakip, M. (2013). Pazarlama Araştırmalarına Giriş; Veri Elde Etme - Örnekleme - Analizler. İstanbul: Seçkin Yayıncılık.
  • Niederkrotenthaler, T., Schacherl, R., and Till, B. (2020). Communication about suicide in YouTube videos: Content analysis of German-language videos retrieved with method-and help-related search terms. Psychiatry Research, 290(1), 113170.
  • Noort, G. V., Voorveld, H. A., and Reijmersdal, E. A. (2012). Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience. Journal of Interactive Marketing, 26(4), 223-234.
  • Nowlis, S. M., Mandel, N., and McCabe, D. B. (2004). The Effect of a Delay between Choice and Consumption on Consumption Enjoyment. Journal of Consumer Research, 31(3), 502-510.
  • Orús, C., Gurrea, R., and Flavián, C. (2017). Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention. Electronic Commerce Research, 17(4), 661-700.
  • Overmars, S., and Poels, K. (2015). Online product experiences: The effect of simulating stroking gestures on product understanding and the critical role of user contro. Computers in Human Behavior, 51(A), 272-284.
  • Park, J., Hyun, H., and Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58(1), 102272.
  • Park, J., Lennon, S. J., and Stoel, L. (2005). On‐line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
  • Park, N., Rhoads, M., Hou, J., and Lee, K. M. (2014). Understanding the acceptance of teleconferencing systems among employees: An extension of the technology acceptance model. Computers in Human Behavior, 39(1), 118-127.
  • Pentina, I., Guilloux, V., and Micu, A. (2018). Exploring Social Media Engagement Behaviors in the Context of Luxury Brands. Journal of Advertising, 47(1), 55-69.
  • Petrova, P. K., and Cialdini, R. B. (2008). Evoking the imagination as a strategy of influence. New York: Taylor & Francis Group.
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  • Schroeder, A., Minocha, S., and Schneider, C. (2010). Social Software in Higher Education: The Diversity of Applications and Their Contributions to Students’ Learning Experiences. Communications of the Association for Information Systems, 26(1), 547-564.
  • Singh, M., Balasubramanian, S. K., and Chakraborty, G. (2000). A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience. Journal of Advertising, 29(4), 59-75.
  • Smink, A. R., Frowijn, S., Reijmersdal, E. A., Noort, G. V., and Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35(1), 100854.
  • Sokolova, K., and Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(1), 101742.
  • Sokolova, K., and Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58(1), 102276.
  • Staziaki, P. V., Santo, I. D., Skobodzinski, A. A., Park, L. K., and Bedi, H. S. (2020). How to Use YouTube for Radiology Education. Current Problems in Diagnostic Radiology, 1(1), 1-8.
  • Teo, T., and Noyes, J. (2011). An assessment of the influence of perceived enjoyment and attitude on the intention to use technology among pre-service teachers: A structural equation modeling approach. Computers & Education, 57(2), 1645-1653.
  • Tien, D. H., Rivas, A. A., and Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.
  • Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365.
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  • Waddell, T. F., and Sundar, S. S. (2020). Bandwagon effects in social television: How audience metrics related to size and opinion affect the enjoyment of digital media. Computers in Human Behavior, 107(1), 106270.
  • Walter, N., Ortbach, K., and Niehaves, B. (2015). Designing electronic feedback – Analyzing the effects of social presence on perceived feedback usefulness. International Journal of Human-Computer Studies, 76(1), 1-11.
  • Wang, Q., Cui, X., Huang, L., and Dai, Y. (2016). Seller reputation or product presentation? An empirical investigation from cue utilization perspective. International Journal of Information Management, 36(3), 271-283.
  • Wells, J. D., Valacich, J. S., and Hess, T. J. (2011). What Signal Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373-396.
  • Wu, W.‐Y., Huang, P.‐C., and Fu, C.‐S. (2011). The influence of an online auction’s product price and e‐retailer reputation on consumers’ perception, attitude, and behavioral intention. Scandinavian Journal of Psychology, 52(1), 290-302.
  • Xiaojun, F., Nianqi, D., Xuebing, D., Yangxi, L., and Junbin, W. (2019). Do others’ self-presentation on social media influence individual’s subjective well-being? A moderated mediation model. Telematics and Informatics, 41(1), 86-102.
  • Yang, F. X. (2017). Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions: The Moderating Role of Technology Acceptance Factors. The Journal of Hospitality & Tourism Research, 41(1), 93-127.
  • Yim, M. Y.-C., and Park, S.-Y. (2019). “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research, 100(1), 581-589.
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  • Zhang, D., and Yoon, S. (2018). Social media, information presentation, consumer involvement, and cross-border adoption of pop culture products. Electronic Commerce Research and Applications, 27(1), 129-138.
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Aytaç Erdem 0000-0003-3084-520X

Emrah Sıtkı Yılmaz 0000-0003-2741-4222

Yayımlanma Tarihi 30 Ekim 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 8 Sayı: 3

Kaynak Göster

APA Erdem, A., & Yılmaz, E. S. (2022). Effect of product presentation videos on purchase intention: The YouTube example. Gazi İktisat Ve İşletme Dergisi, 8(3), 425-442. https://doi.org/10.30855/gjeb.2022.8.3.003
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Gazi İktisat ve İşletme Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.