Youtube产品推荐对消费者冲动购买智能手机产品的影响

2020 3rd International Conference on Computer and Informatics Engineering (IC2IE) Pub Date : 2020-09-15 DOI:10.1109/IC2IE50715.2020.9274622

Dimas Indiarto Sumiko, A. Agus

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引用次数: 1

摘要

Youtube作为信息来源的使用正在增加，特别是在消费者想要购买东西的情况下。本研究旨在了解Youtube上的产品推荐内容对增加印度尼西亚智能手机产品冲动购买意愿的影响。本研究采用定量方法。问卷被用作数据收集的工具。本研究的受访者是印度尼西亚的338名Youtube用户，他们至少在去年观看了“GadgetIn”Youtube频道。数据处理采用结构方程建模(SEM)方法，使用Lisrel 8.0软件。研究结果表明，某些信号特征对推荐人的信任和产品情感产生影响，从而产生消费者的冲动购买行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effect of Product Recommendation in Youtube To Consumer Impulsive Buying Of Smartphone Product

The use of Youtube as source of information is increasing specially in a context when consumers want to buy something. This study aims to understand the effect of product recommendation content on Youtube to increase the intention to buy impulsively the smartphone products in Indonesia. This study uses a quantitative approach. The questionnaire is used as an instrument for data collection. Respondent who were included in this study are 338 Youtube users in Indonesia who watched ‘GadgetIn’ Youtube channel at least in last year. Data is processed using the Structural Equation Modeling (SEM) method and using Lisrel 8.0 software. The result of the study concluded that certain signals characteristics have an effect on trust in recommender and product affection in order to create an impulsive buying behaviour of customers.

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2020 3rd International Conference on Computer and Informatics Engineering (IC2IE)

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