Youtube Yemek Kanallarının Tatma Davranışsal Niyeti Üzerine Etkisi

Abstract

With the social media becoming an indispensable part of the modern world, it is important to what extent Youtube channels, which entered human life and whose number of followers are increasing day by day, affect the behavior of their followers gastronomically.The purpose of this study is to determine how Youtube food channels effect the tasting behavioral intent. For this purpose, a questionnaire was prepared to collect data and this questionnaire was applied to 391 YouTube food channel followers on the online platform. In this study, a scale consisting of 31 expressions and developed by Wang (2011) from different sources was used. In addition, the research model was rearranged for Youtube food channels. The research model is based on three main variables: encouraging tasting behavior (presenting experience and creating empathy), creating taste awareness (providing images, providing information and providing guidance) and facilitating interpersonal interaction(social impact and cyber community impact). According to the results obtained, hypotheses were accepted that the dimensions of presenting experience, forming empathy and cyber community effect had a positive effect on the behavioral intention of the tasting. Hypotheses that the dimensions of image provision, information providing, providing guidance and social impact have a positive effect on the behavioral intention to taste were rejected.