An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

Sandra Miranda (), Patrícia Cunha () and Margarida Duarte ()
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Sandra Miranda: Universidade de Lisboa
Patrícia Cunha: Universidade de Lisboa
Margarida Duarte: Universidade de Lisboa

Review of Managerial Science, 2021, vol. 15, issue 1, No 4, 55-73

Abstract: Abstract This study examines the factors affecting consumers’ perceptions regarding the credibility of YouTuber-generated product content (YGPC) and its perceived usefulness, and how such perceptions can influence attitudes and intentions towards YGPC use for purchase decisions. This study applies the maximum likelihood-based structural equation modeling approach to an online survey of 315 YouTuber followers. Our findings highlight the importance of investigating the dimensions of source credibility to understand better how YouTuber-generated content use affects attitude and behavior intentions regarding product purchase decisions.

Keywords: Credibility; Usefulness; Argument quality; Digital influencers; Social network site; YouTubers (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11846-019-00370-3

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