The Effect of YouTube eWOM on Consumer Buying Interest
Journal Title: Revista CEA - Year 2020, Vol 6, Issue 12
Abstract
YouTube creates valuable social media opportunities in eWOM content. Individuals currently discuss products and other matters with their friends and new acquaintances over the internet. The purpose of this study was to determine the effect of YouTube eWOM conversations on consumer buying interest. Based on the Information Adoption Model (AIM) and the Theory of Reasoned Action (TRAM), we developed a new conceptual model: The Information Acceptance Model (IACM). In this quantitative study, the population under analysis, composed of followers of a YouTube channel, was selected using purposive sampling so that the number of respondents was 200. We implemented data analysis techniques using the Structural Equation Model with Lisrel. The results show that information quality, information credibility, information needs, information usefulness, information adoption, and attitude towards information influence consumer buying interest.
Authors and Affiliations
Amar Nuriman Izudin, Endang Ruswanti, Moehammad Unggul Januarko
Keywords
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- EP ID EP697659
- DOI 10.22430/24223182.1618
- Views 109
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