Effect of Food Vlogging on Attitudes and Purchase Intention of Diners’ Restaurant Selection

Ma. Corazon C. Villanueva, Antonino F. Alejandro and Ghiezel D. Regala
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Ma. Corazon C. Villanueva: College of Business and Management, San Juan de Dios Educational Foundation, Inc. – College
Antonino F. Alejandro: College of Business and Management, San Juan de Dios Educational Foundation, Inc. – College
Ghiezel D. Regala: College of Business and Management, San Juan de Dios Educational Foundation, Inc. – College

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 4, 1673-1684

Abstract: Restaurants utilize vloggers to showcase new menu items and services and describe their benefits or deals. They choose vloggers above other kinds of advertising because these internet influencers are still untapped research material in marketing literature. Thus, this study examined the effect of Food vlogging factors on diners’ attitudes and purchase intentions in selecting restaurants in Pasay City. The study used a descriptive-correlational research design, with a survey questionnaire as the primary instrument among 206 restaurant diners who viewed the vlogs and decided to eat. The results indicated a significant positive relationship effect of Food vlogging factors on attitudes and purchase intentions of diners in their restaurants’ selection. This study contributes to the existing marketing literature on the importance of Food vlogging by presenting an innovative approach since it is one of the few pieces of research that provides two additional constructs of enjoyment and credibility in the TAM model, which resulted in a need to improve credibility and honest reviews to gain trust from the diners and encourage them for their purchase decision. The expanded two constructs provide markers of theoretical rigor and novelty.

Date: 2024
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