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The Effect of YouTube eWOM on Consumer Buying Interest

El efecto del boca a boca electrónico en el interés de compra de los consumidores

dc.creatorNuriman Izudin, Amar
dc.creatorRuswanti, Endang
dc.creatorUnggul Januarko, Moehammad
dc.date2020-07-30
dc.date.accessioned2021-03-18T21:12:59Z
dc.date.available2021-03-18T21:12:59Z
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1618
dc.identifier10.22430/24223182.1618
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/11960
dc.descriptionYouTube creates valuable social media opportunities in eWOM content. Individuals currently discuss products and other matters with their friends and new acquaintances over the internet. The purpose of this study was to determine the effect of YouTube eWOM conversations on consumer buying interest. Based on the Information Adoption Model (AIM) and the Theory of Reasoned Action (TRAM), we developed a new conceptual model: The Information Acceptance Model (IACM). In this quantitative study, the population under analysis, composed of followers of a YouTube channel, was selected using purposive sampling so that the number of respondents was 200. We implemented data analysis techniques using the Structural Equation Model with Lisrel. The results show that information quality, information credibility, information needs, information usefulness, information adoption, and attitude towards information influence consumer buying interest.en-US
dc.descriptionYouTube crea oportunidades valiosas para las redes sociales con el boca a boca electrónico (eWOM en inglés). Las personas ahora hablan de productos y otros asuntos con sus amigos y nuevos conocidos en internet. El objetivo de este estudio es determinar el efecto del boca a boca electrónico en conversaciones en YouTube sobre el interés de compra de los consumidores. Basado en el Modelo de Adopción de Información y la Teoría de la Acción Razonada, se desarrolló el Modelo de Aceptación de Información. El método de esta investigación fue de carácter cuantitativo. La población analizada estuvo compuesta por los seguidores de un canal de YouTube y se seleccionó usando muestreo intencional. Se implementaron técnicas de análisis de datos usando el Modelo de Ecuaciones Estructurales del paquete Lisrel. Los resultados muestran que la calidad, credibilidad, necesidad, utilidad y adopción de la información, así como la actitud hacia la misma, influencian el interés de compra de los consumidores.es-ES
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dc.languageeng
dc.publisherInstituto Tecnológico Metropolitano - ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1618/1734
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dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1618/1743
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dc.rightsDerechos de autor 2020 Instituto Tecnológico Metropolitanoes-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceRevista CEA; Vol. 6 No. 12 (2020); 167-179en-US
dc.sourceRevista CEA; Vol. 6 Núm. 12 (2020); 167-179es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjecte-WOMen-US
dc.subjectYouTubeen-US
dc.subjectConsumer Buying Interesten-US
dc.subjecte-WOMes-ES
dc.subjectYoutubees-ES
dc.subjectinterés de compraes-ES
dc.titleThe Effect of YouTube eWOM on Consumer Buying Interesten-US
dc.titleEl efecto del boca a boca electrónico en el interés de compra de los consumidoreses-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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