Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Aslı Tolunay; Hüseyin Ekizler

doi:10.26466/opus.874722

EN TR

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Abstract

Video blogs (Vlogs) and video bloggers (Vloggers) have gained importance in marketing with their entertaining and educational content as they are attracting huge numbers of viewers and are therefore shaping many consumers’ attitudes and purchase decisions. Research on vlogs concentrated on content characteristics, vlogger characteristics and general vlog features. However, this stream of research is fragmented, mostly ignores vlog audience motivations and lacks empirical investigations that parsimoniously study influence of certain vlog and vlogger characteristics on consumers’ online purchase decisions. The purpose of this study is to explore the impact of vlog content value in terms of informativeness and entertainment and vlogger personal characteristics such as authoritative and engagement knowledge on consumers’ information satisfaction and further on their intention to shop online. With this aim, data were gathered via an online survey from 627 purposively sampled respondents and a theoretical structural equation model was tested. Vlog content’s informative and entertaining value and authoritative knowledge of the vlogger were found to be important factors explaining information satisfaction, whereas the effect of engagement knowledge on information satisfaction was insignificant. Furthermore, strong impact of information satisfaction on intention to shop online was determined. Managerial and theoretical implications are discussed in the paper.

Keywords

Vlog content value , vlogger personal characteristics , online shopping intention , information satisfaction

Online Alışveriş Davranışının Youtube Perspektifinden Analizi: Vlog İçeriği ve Vlogger Özellikleri Etkili Mi?

Öz

Video blogları (Vlog'lar) ve video blog içerik üreticileri (Vlogger’lar), eğlenceli ve eğitici içerikleriyle çok sayıda izleyiciyi cezbettikleri için tüketicinin tutumlarını ve satın alma kararlarını şekillendirmelerinden dolayı pazarlamada önem kazanmıştır. Vloglar üzerine yapılan çalışmalar içerik özellikleri, vlogger özellikleri ve genel vlog özellikleri üzerinde yoğunlaşmıştır. Ancak bu çalışmaların birbirinden kopuk olduğu ve vlog izleyen kitlenin motivasyonlarını göz ardı ettiği ve belirli vlog içeik ve vlogger özelliklerinin tüketicilerin çevrimiçi satın alma kararlarına etkisini ayrıntılı bir şekilde inceleyen empirik çalışmalardan yoksun olduğu görülmektedir. Bu çalışmanın amacı, bilgi ve eğlence açısından vlog içerik değerinin ve yetkili bilgisi ve katılım bilgisi gibi vlogger kişisel özelliklerinin tüketicilerin bilgi memnuniyeti ve ayrıca çevrimiçi alışveriş yapma niyetleri üzerindeki etkisini araştırmaktır. Bu amaçla, veriler kasıtlı olarak örneklenmiş 627 katılımcıdan çevrimiçi anket yoluyla toplanmış ve teorik bir yapısal eşitlik modeli test edilmiştir. Vlog içeriğinin bilgilendirici ve eğlenceli değeri ve vloggerın yetkili bilgisi, bilgi memnuniyetini açıklayan önemli faktörler olarak bulunurken, etkileşim bilgisinin bilgi memnuniyeti üzerindeki etkisi anlamlı bulunmamıştır. Ayrıca bilgi memnuniyetinin online alışveriş yapma niyeti üzerindeki güçlü etkisi tespit edilmiştir. Yönetsel ve teorik çıkarımlar makalede tartışılmaktadır.

Anahtar Kelimeler

vlog içerik değeri , vlogger kişisel özellikleri , online alışveriş niyeti , bilgi memnuniyeti

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Yöneylem

Bölüm

Araştırma Makalesi

Yazarlar

Aslı Tolunay ^*
0000-0003-3856-8518
Türkiye

Hüseyin Ekizler
0000-0001-5903-713X
Türkiye

Yayımlanma Tarihi

1 Eylül 2021

Gönderilme Tarihi

4 Şubat 2021

Kabul Tarihi

18 Şubat 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 18 Sayı: 41

DOI

https://doi.org/10.26466/opus.874722

IZ

https://izlik.org/JA94NU54BL

APA

Tolunay, A., & Ekizler, H. (2021). Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter. OPUS International Journal of Society Researches, 18(41), 3041-3065. https://doi.org/10.26466/opus.874722

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Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

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https://doi.org/10.16878/gsuilet.1648311

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E-Commerce Letters

https://doi.org/10.12677/ecl.2025.14124191

Yapay Zekâ Destekli Tarihsel Anlatı ve Dijital Hafıza: “Cumhuriyet Vlogları” Üzerine Nitel Bir Durum Çalışması

Anadolu Üniversitesi Sosyal Bilimler Dergisi

https://doi.org/10.18037/ausbd.1814641

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Abstract

Keywords

Online Alışveriş Davranışının Youtube Perspektifinden Analizi: Vlog İçeriği ve Vlogger Özellikleri Etkili Mi?

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

Value and Sustainability of Emerging Social Commerce Professions: An Exploratory Study

Video Portal Pazarlama: Türkiye Menşeli Yemek Vlogger Girişimcileri Üzerine Bir Araştırma

The effect of social media influencers’ content characteristics on millennial consumers’ engagement on Facebook brand pages

YouTube’da Türk-Ermeni İlişkileri ve Yurttaş Diplomasisi: Ruhi Çenet’in “Türkler Burada Hoş Karşılanmıyor: Ermenistan” Başlıklı Vlog’u Üzerine Bir Analiz

From Embedding to Integration: The Evolution of E-Commerce Paradigms and Value Recognition Pathways in Vlog Content Marketing

Yapay Zekâ Destekli Tarihsel Anlatı ve Dijital Hafıza: “Cumhuriyet Vlogları” Üzerine Nitel Bir Durum Çalışması