Abstract in Turkish
Son dönemde satınalma sürecinde sosyal medyanın önemi gittikçe artmaktadır. Yeni teknikler geliştikçe tavsiye, viral yollar ile iletişim hız kazanmakta bireyler satınlama sürecini internet ortamında yaşamaktadır.Blog ve farklı bir çeşidi olan vlogların etkisi literatürdeson dönemde en çok araştırılan konular arasındadır.Takip edilen vlogger karakteristik özellikleri satınalam sürecinde farklı etkiler yaratmaktadır. Vlogger karakteristik özellikleri kendi eğitimi uzmanlığından kaynaklanan bilgi paylaşımı veya deneyimleyerek öğrenilmiş bilgi olarak kategorize edilmektedir. Bu çalışmada amaç farklı karakteristik özelliklere sahip vloggerların satınalma niyetini ve ağızdan ağıza iletişim davranışını nasıl etkilediğini ortaya çıkartmaktır.
Keywords in Turkish:
Keywords
Vloggingakademik bilgisideneyim bilgisigüvensatınalma niyetiağızdan ağıza iletişim
Abstract in English
Purpose- Vlogging enables individuals to share
experiences, knowledge and diaries with the online community. Recently many
studies have shown that vloggers' main characteristics and blog types have a
direct influence on users as an effective medium. As vlogs have become an
important tool for interactive communication, the purpose of this paper is to
understand the relationship between vloggers'characteristics, trust, word of
mouth and intention of online shopping. This study implies that the vblog can be a meaningful
learning platform and the vlogging can be a significant medium in having/sharing
the informal knowledge for online shopping.
Design/Methodology/Approach-Based on various theories, the
structural equation modelling approach was proposed in this study. A survey
with convenience sampling involving 357 vlog users as participants was analyzed
in the empirical study to investigate whether the usefulness of vbloggers' recommendations
and trusting beliefs towards vblogger has influence on consumers' behavioral
intentions towards word of mouth and online shopping.
Findings-The results showed that vloggers'
characteristics had significant influential effect on vlog users' attitude
towards and intention to shop online. Moreover, the findings indicated that engagement
characteristics of vloggers elicited trust more than authoritative knowledged
characteristics of vloggers. As a
result of the path analysis it is discovered that the intention to shop online
is triggered through trust and word of mouth communication. Engagement
knowledge has more power on the relationship between word of mouth
communication and the intention to purchase. As much as users trust that the
content of the vlog is based on true information and not for advertising
strategy, the more likely they want to share the information virally. That
would have a direct impact to the increasing intention to buy.
Originality/Value- The originality of this paper is to
study vlogging, which is a new working field in the scholarly literature, and
its correlation to users' intention to buy. This study especially analyzes the
vlog characteristics and their increasingly leading factors to users/readers'
attractiveness intention to buy. The value of this study concentrated on the
trust issue and its positive relation to amateur vloggers instead of
authorative knowledged based ones.
experiences, knowledge and diaries with the online community. Recently many
studies have shown that vloggers' main characteristics and blog types have a
direct influence on users as an effective medium. As vlogs have become an
important tool for interactive communication, the purpose of this paper is to
understand the relationship between vloggers'characteristics, trust, word of
mouth and intention of online shopping. This study implies that the vblog can be a meaningful
learning platform and the vlogging can be a significant medium in having/sharing
the informal knowledge for online shopping.
Design/Methodology/Approach-Based on various theories, the
structural equation modelling approach was proposed in this study. A survey
with convenience sampling involving 357 vlog users as participants was analyzed
in the empirical study to investigate whether the usefulness of vbloggers' recommendations
and trusting beliefs towards vblogger has influence on consumers' behavioral
intentions towards word of mouth and online shopping.
Findings-The results showed that vloggers'
characteristics had significant influential effect on vlog users' attitude
towards and intention to shop online. Moreover, the findings indicated that engagement
characteristics of vloggers elicited trust more than authoritative knowledged
characteristics of vloggers. As a
result of the path analysis it is discovered that the intention to shop online
is triggered through trust and word of mouth communication. Engagement
knowledge has more power on the relationship between word of mouth
communication and the intention to purchase. As much as users trust that the
content of the vlog is based on true information and not for advertising
strategy, the more likely they want to share the information virally. That
would have a direct impact to the increasing intention to buy.
Originality/Value- The originality of this paper is to
study vlogging, which is a new working field in the scholarly literature, and
its correlation to users' intention to buy. This study especially analyzes the
vlog characteristics and their increasingly leading factors to users/readers'
attractiveness intention to buy. The value of this study concentrated on the
trust issue and its positive relation to amateur vloggers instead of
authorative knowledged based ones.
Keywords in English:
Keywords
Vloggingauthoritative knowledgeengagement knowledgetrustintention of online shoppingword of mouth communication