Youtuber İtibarı ve İmajı ile Online Tüketici Satın Alma Niyeti İlişkisinde Sosyal Medya Kullanım Düzeyinin Aracılık Rolü

Emin EMİRZA

Makale detayları

Youtuber İtibarı ve İmajı ile Online Tüketici Satın Alma Niyeti İlişkisinde Sosyal Medya Kullanım Düzeyinin Aracılık Rolü

Yazarlar:

Emin EMİRZA

Yayıncı:

Salih YILDIZ

Dergi:

The Journal of International Scientific Researches 2018 Vol.3 Issue 3, pp.248-260

Belge Tipi:

Makale

Yayın Tarihi:

10/2018

Belge Dili:

Türkçe

Document ID (Org No.):

2000665915

Sıklık:

Üç Yıllık

pISSN:

2458-8725

Özet:

 


The aim of this study is to
examine the effect of YouTuber’s reputation and image on customers’ online
shopping intentions and to analyze the mediating role of level of social media
usage in this relationship. The research, which is carried out in Kayseri, has
particularly focused on generations Y and Z, which have higher social media usage.
A face-to-face survey technique was applied and collected data from 265
people with random sampling method in the research. The sample set that consists of YouTuber followers
was analyzed with SPSS program. All the research hypotheses suggested were supported
by the findings. Using simple and multiple regression models, it was found out
that YouTuber followers' perception of reputation and image about YouTuber have
positive effect on customers’ online shopping intentions. Besides, it was seen
that YouTuber followers’ social media using level played a partial mediating
role in the relationship between YouTuber’s reputation and image with
customers’ online shopping intentions.


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Makale detayları

Youtuber İtibarı ve İmajı ile Online Tüketici Satın Alma Niyeti İlişkisinde Sosyal Medya Kullanım Düzeyinin Aracılık Rolü

Yazarlar: Emin EMİRZA

Yayıncı: Salih YILDIZ

Dergi: The Journal of International Scientific Researches 2018 Vol.3 Issue 3, pp.248-260

Belge Tipi: Makale

Yayın Tarihi: 10/2018

Belge Dili: Türkçe

Document ID (Org No.): 2000665915

Sıklık: Üç Yıllık

pISSN: 2458-8725

Sayı

Yazarlar:

Emin EMİRZA

Yayıncı:

Salih YILDIZ

Dergi:

The Journal of International Scientific Researches 2018 Vol.3 Issue 3, pp.248-260

Belge Tipi:

Makale

Yayın Tarihi:

10/2018

Belge Dili:

Türkçe

Document ID (Org No.):

2000665915

Sıklık:

Üç Yıllık

pISSN:

2458-8725