Ürün tanıtım videolarının satın alma niyeti üzerindeki etkisi: YouTube örneği

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.

Anahtar Kelimeler

• Ürün Tanıtım Videoları
• YouTube
• Satın Alma Niyeti
• Sosyal Paylaşım Siteleri

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

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.

Anahtar Kelimeler

• Product Presentation Videos
• YouTube
• Purchase Intention
• Social Network Sites

Kaynakça

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