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Ürün tanıtım videolarının satın alma niyeti üzerindeki etkisi: YouTube örneği

Year 2022, Volume: 8 Issue: 3, 425 - 442, 30.10.2022

Aytaç Erdem Emrah Sıtkı Yılmaz

https://doi.org/10.30855/gjeb.2022.8.3.003

Abstract

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.

Keywords

Ürün Tanıtım Videoları YouTube Satın Alma Niyeti Sosyal Paylaşım Siteleri

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Effect of product presentation videos on purchase intention: The YouTube example

Year 2022, Volume: 8 Issue: 3, 425 - 442, 30.10.2022

Aytaç Erdem Emrah Sıtkı Yılmaz

https://doi.org/10.30855/gjeb.2022.8.3.003

Abstract

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.

Keywords

Product Presentation Videos YouTube Purchase Intention Social Network Sites

References

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  • 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.
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  • 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.
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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.
  • 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.
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There are 78 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Aytaç Erdem 0000-0003-3084-520X

Emrah Sıtkı Yılmaz 0000-0003-2741-4222

Publication Date October 30, 2022
Published in Issue Year 2022 Volume: 8 Issue: 3

Cite

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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