KaydedilenlerDerginizi ekleyin

Dergiler / Istanbul Business Research / 2021 / Cilt: 50 - Sayı: 2

The Effect of Individual and Environmental Motivations on YouTuber Followers’ Behavioral Changes*

F. Görgün DEVECİ
Sevtap ÜNAL
Sayfa
435–463
Yayın Tarihi
2022-10-19
DOI
—
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Finally, opinion seeking has a mediating role whereas the fear of missing out has a moderating role.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:This study aimed to determine the effective factors on the behavioral changes of YouTuber followers.
📊
Temel Bulgular & Veri:The main mass consisted of 520 female consumers who live in Istanbul, are at least 18 years of age, and follow at least one YouTuber in the makeup/cosmetic/beauty segment.
💡
Sonuç & Katkı:Finally, opinion seeking has a mediating role whereas the fear of missing out has a moderating role.
🔬Tür:Modelleme & Sayısal Simülasyon
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Alan Parametreleri

Abstract

This study aimed to determine the effective factors on the behavioral changes of YouTuber followers. Accordingly, it was targeted to determine the effect of the individual, environmental motivations, and YouTuber characteristics on the change of followers’ behavior through the online flow process. Meanwhile, the mediating role of opinion seeking and the moderator role of the fear of missing out have been discussed. The main mass consisted of 520 female consumers who live in Istanbul, are at least 18 years of age, and follow at least one YouTuber in the makeup/cosmetic/beauty segment. Structural equation modelling was used to analyze the data. Findings showed that three subdimensions of knowledge-sharing motivations, which are consumer interactivity, trust, and consumer expertise; four subdimensions of fundamental interpersonal relation orientations, which are the need to be part of a group, avoidance of similarity and unpopular choice counter-conformity, creative choice counter-conformity, and the need for personal growth; and social presence have a positive, community identification and that YouTuber characteristics have a negative effect on online flow. However, social norms have no effect. Meanwhile, online flow is effective on the behavioral changes of followers. Finally, opinion seeking has a mediating role whereas the fear of missing out has a moderating role.

🔖

Bu Makaleye Atıf Yap

DEVECİ, F. G., ÜNAL, S. (2022). The Effect of Individual and Environmental Motivations on YouTuber Followers’ Behavioral Changes*. Istanbul Business Research, Cilt: 50 - Sayı: 2, 435–463. https://ajindex.com/articles/542748

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (9)

  1. Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. https://doi.org/10.2307/3250951.
  2. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454. https://doi.org/10.1086/209080.
  3. Ananda, A. F., & Wandebori, H. (2016). The impact of drugstore makeup product reviews by beauty vlogger on YouTube towards purchase intention by undergraduate students in Indonesia. In International Conference on Ethics of Business, Economics, and Social Science, 3(1), 264-272.
  4. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173. https://doi.org/10.1037/0022-3514.51.6.1173.
  5. Bhaduri, G., & Stanforth, N. (2016). Evaluation of absolute luxury: Effect of cues, consumers’ need for uniqueness, product involvement and product knowledge on expected price. Journal of Fashion Marketing and Management: An International Journal, 20(4), 471-486. https://doi.org/10.1108/JFMM-12- 2015-0095.
  6. Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314. https://doi.org/10.1016/j.jbusres.2007.06.017.
  7. Cao, Y. (2015). Research on consumption psychology and consumption behaviors in the mobile internet era. 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics (MSETASSE 2015), 5-8. https://doi.org/10.2991/msetasse-15.2015.2.
  8. Chang, H.H., & Chuang, S-S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48, 9–18. https://doi.org/10.1016/j. im.2010.11.001. Chapple, C., & Cownie, F. (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by YouTube lifestyle vloggers. Journal of Promotional Communications, 5(2), 110-136.
  9. Cheung, C. M., Xiao, B., & Liu, I. L. (2012). The impact of observational learning and electronic word of mouth on consumer purchase decisions: The moderating role of consumer expertise and consumer involvement. 2012 45th Hawaii International Conference on System Sciences, 3228-3237. doi: 10.1109/ HICSS.2012.570. Choi, J.H. (2015). Putting the social into social network site