Can Vloggers Characteristics Change Online-Shopping Intentions? The Role of Word of Mouth Effect as A Communication Tool
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Tarih
2017
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Purpose-Vlogging enables individuals to share experiences, knowledge and diaries with theonline community. Recently many studies have shown that vloggers' main characteristics andblog types have a direct influence on users as an effective medium. As vlogs have become animportant tool for interactive communication, the purpose of this paper is to understand therelationship between vloggers'characteristics, trust, word of mouth and intention of onlineshopping. This study implies that the vblog can be a meaningful learning platform and thevlogging can be a significant medium in having/sharing the informal knowledge for onlineshopping.Design/Methodology/Approach-Based on various theories, the structural equation modelling approach was proposed in this study. A survey with convenience sampling involving 357 vlogusers as participants was analyzed in the empirical study to investigatewhether theusefulness of vbloggers' recommendations and trusting beliefs towards vblogger hasinfluence on consumers' behavioral intentions towards word of mouth and online shopping.Findings-The results showed that vloggers' characteristics had significant influential effecton vlog users' attitude towards and intention to shop online. Moreover, the findings indicatedthat engagement characteristics of vloggers elicited trust more than authoritative knowledgedcharacteristics of vloggers. As a result ofthe path analysis it is discovered that the intentionto shop online is triggered through trust and word of mouth communication. Engagementknowledge has more power on the relationship between word of mouth communication andthe intention to purchase. As much as users trust that the content of the vlog is based on trueinformation and not for advertising strategy, the more likely they want to share theinformation virally. That would have a direct impact to the increasing intention to buy.Originality/Value-The originality of this paper is to study vlogging, which is a new workingfield in the scholarly literature, and its correlation to users' intention to buy. This studyespecially analyzes the vlog characteristics and their increasingly leading factors tousers/readers' attractiveness intention to buy. The value of this study concentrated on thetrust issue and its positive relation to amateur vloggers instead of authorative knowledgedbased ones.
Açıklama
Anahtar Kelimeler
Kaynak
AJIT-e: Bilişim Teknolojileri Online Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
26
