Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions
Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main pur...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/131 |
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| author | Chong Zhang Yueliang Liu Ying Sun |
| author_facet | Chong Zhang Yueliang Liu Ying Sun |
| author_sort | Chong Zhang |
| collection | DOAJ |
| description | Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media. |
| format | Article |
| id | doaj-art-6198bd97c35949b4a8e147b59f2aac83 |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-6198bd97c35949b4a8e147b59f2aac832024-12-27T14:34:26ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-10-011942728274610.3390/jtaer19040131Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase IntentionsChong Zhang0Yueliang Liu1Ying Sun2Department of Management Science and Engineering, School of Computer and Artificial Intelligence, Beijing Technology and Business University, Beijing 100048, ChinaDepartment of Management Science and Engineering, School of Computer and Artificial Intelligence, Beijing Technology and Business University, Beijing 100048, ChinaDepartment of Management Science and Engineering, School of Computer and Artificial Intelligence, Beijing Technology and Business University, Beijing 100048, ChinaVideo blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.https://www.mdpi.com/0718-1876/19/4/131advertising intentionhomophilyexpertiseperceived source confidenceemotional attachmentpurchase intention |
| spellingShingle | Chong Zhang Yueliang Liu Ying Sun Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions Journal of Theoretical and Applied Electronic Commerce Research advertising intention homophily expertise perceived source confidence emotional attachment purchase intention |
| title | Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions |
| title_full | Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions |
| title_fullStr | Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions |
| title_full_unstemmed | Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions |
| title_short | Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions |
| title_sort | research on the relationship between characteristics of video bloggers and consumers purchase intentions |
| topic | advertising intention homophily expertise perceived source confidence emotional attachment purchase intention |
| url | https://www.mdpi.com/0718-1876/19/4/131 |
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