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Review of Managerial Science
Erschienen in: Review of Managerial Science 1/2021

28.11.2019 | Review Paper

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

verfasst von: Sandra Miranda, Patrícia Cunha, Margarida Duarte

Erschienen in: Review of Managerial Science | Ausgabe 1/2021

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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.
Vorheriger Artikel Dynamic capabilities triggered by cloud sourcing: a stage-based model of business model innovation
Nächster Artikel How does the use of information technologies affect the adoption of environmental practices in SMEs? A mixed-methods approach

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Metadaten
Titel
An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content
verfasst von
Sandra Miranda
Patrícia Cunha
Margarida Duarte
Publikationsdatum
28.11.2019
Verlag
Springer Berlin Heidelberg
Erschienen in
Review of Managerial Science / Ausgabe 1/2021
Print ISSN: 1863-6683
Elektronische ISSN: 1863-6691
DOI
https://doi.org/10.1007/s11846-019-00370-3

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