Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention

Silaban, Pantas H.; Silalahi, Andri Dayarana K.; Octoyuda, Edgar; Sitanggang, Yuni Kartika; Hutabarat, Lamtiur; Sitorus, Ade Irma Suryani

doi:10.1080/23311975.2022.2062910

Cited by 20 publications

(13 citation statements)

References 74 publications

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“…Thus, the interaction between a streamer and viewers may present a PSI form. Prior research confirmed the relationship between PSI with the media figure and consumers' utilitarian/hedonic values in YouTube (Silaban et al, 2022) and live streaming (Xu et al, 2020).…”

Section: Customer Value Theorymentioning

confidence: 85%

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

2023

IMDS

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PurposeThis study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.Design/methodology/approachAn online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.FindingsUtilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.Originality/valueThe authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

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Section: Customer Value Theorymentioning

confidence: 85%

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

2023

IMDS

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“…Therefore, a systematic analysis of these vlog research findings is needed. Second, prior research has found the influences of vlogs on consumer behaviour in different aspects, such as vlogger characteristics (credibility, social presence, self-disclosure, homophily, perceived authenticity) (Reinikainen et al, 2020;Harnish and Bridges, 2016), consumer-based constructs/contents (information quality, enjoyment) (Sitinjak et al, 2022), other related factors (para-social interaction, social identification, communication effectiveness, gender effect) (Liu et al, 2019;Stein et al, 2020) and the outcome of vlog endorsements (purchase intentions) (Silaban et al, 2022;Irfan et al, 2022). As a result, a comprehensive and systematic analysis of these empirical studies is necessary.…”

Section: Introductionmentioning

confidence: 99%

A systematic literature review on vlog marketing: thematic analysis and future research directions

Zhang,

Hasan,

Chiong

et al. 2024

APJML

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PurposeThe aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.Design/methodology/approachThe authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.FindingsThe authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.Originality/valueThere are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

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“…Among them, travel intention is one of the most important prerequisites for participation in travel activities (Prebensen et al, 2013). According to the consumption orientation theory, customers generally conduct consumption activities based on utilitarian or hedonistic motivations (Hirschman and Holbrook, 1982;Silaban et al, 2022). In short video marketing, consumption orientations, especially hedonistic motivations, are important subjective conditions driving tourist behavior and providing direct intrinsic motivations for producing and maintaining travel behaviors (Pestana et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Which type of tourism short video content inspires potential tourists to travel

Ding²

2023

Front. Psychol.

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While user-generated short videos have become very common in tourism marketing, how they affect potential tourists’ decisions has not been discussed academically. Based on the customer inspiration theory, this study explored the effects of different tourism short video contents on potential tourists’ travel intentions, as well as the mediating effect of customer inspiration and the moderating effect of consumption orientation through three experiments. The following conclusions were drawn. (1) Tourism short videos significantly increased potential tourists’ customer inspiration and travel intention; (2) The customer inspirations (“inspired-by” and “inspired-to”) chain-mediated the relationship between tourism short videos and potential tourists’ travel intentions; (3) Consumption orientation positively moderated the chained mediation effect above, and the chained mediation effect of tourism short videos on the travel intentions of tourists with hedonistic motivations through inspire-by and inspire-to is stronger than that of tourists with utilitarian motivations. The above findings could help expand the perspective of tourism short video research and provide suggestions for tourism business managers to apply short video content to marketing.

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Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention

Cited by 20 publications

References 74 publications

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

A systematic literature review on vlog marketing: thematic analysis and future research directions

Which type of tourism short video content inspires potential tourists to travel

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