Antecedents to Purchase Intention – A Perceptual Study About 'YouTube' Videos

Abstract

Companies in the world are constantly seeking for new ways to reach consumers. Recently, there are numerous social media platforms through which people are connected. Companies are using social media to influence customer Purchase Intention. YouTube is one of the new social media platforms used by the companies for advertisement of their products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. The main objective of this research is to identify the factors that affect purchase intention of customer who watch product related YouTube videos. This study is one of the rare studies that combine YouTube videos and their effects on purchase intention. Number of Views, Likes, Comments and Replies (NVLCR), Perceived Credibility (PC), Perceived Usefulness (PU), Perceived Video Characteristics (PVC), Attitude towards Purchase (ATP) are various factors studied in association with purchase intention. In this study, a Video was shown to the respondents and Online Questionnaire based on video was filled by respondents. Multiple Regression Test was applied to the relationships between variables.