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Do People Purchase What They Viewed from Youtube?

Title: Do People Purchase What They Viewed from Youtube? : the Influence of Attitude and Perceived Credibility of User-Generated Content on Purchase Intention.
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Name(s): Wang, Cen, author
Parker, Brian Thomas, professor directing thesis
Cortese, Juliann, committee member
Jordan Jackson, Felecia F., committee member
Florida State University, degree granting institution
School of Communication, degree granting college
School of Communication, degree granting department
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2015
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource (56 pages)
Language(s): English
Abstract/Description: With the rapid development of social media in the last decade, consumers are able to share their purchase and use experiences online with other users (Henning-Thurau, Gwinner, Walsh, & Gremler, 2004). Research about the significance of user-generated content (UGC) increased; however, analysis about UGC on YouTube and how it influenced consumers future purchase intention were scarce. The purpose of this study was to examine the relationship between attitudes toward UGC on YouTube, the perceived credibility of UGC, and the factors that influence purchase intention of products being reviewed. This study aimed to answer the question whether differences existed between active and passive YouTube users' attitudes toward UGC and their purchase intentions. One hundred and seventy YouTube users completed the online survey, but the final sample size was decreased to 131, because the lie item test removed the respondents who did not read the questions carefully. The results showed that positive correlations between each variable were significant at alpha = .05 level. Active users and passive users not only held different attitudes toward UGC and different purchase intentions for the products being reviewed, but also the predictive power was varied. For active users, parasocial interaction explained the most variance of purchase intentions; however, user activity had the most predictive power for passive users' on their future buying behavior.
Identifier: FSU_migr_etd-9483 (IID)
Submitted Note: A Thesis submitted to the School of Communication in partial fulfillment of the requirements for the degree of Master of Science.
Degree Awarded: Spring Semester, 2015.
Date of Defense: March 18, 2015.
Bibliography Note: Includes bibliographical references.
Advisory Committee: Brian Parker, Professor Directing Thesis; Juliann Cortese, Committee Member; Felecia Jordan, Committee Member.
Subject(s): Communication
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_etd-9483
Owner Institution: FSU

Choose the citation style.
Wang, C. (2015). Do People Purchase What They Viewed from Youtube? : the Influence of Attitude and Perceived Credibility of User-Generated Content on Purchase Intention. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-9483