• 한국정보시스템학회지:정보시스템연구
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• 제30권1호
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• pp.179-204
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• 2021

Purpose The purpose of this study is to suggest a research model that shows how Youtube influencers affect consumers' Youtube information adoption and purchase intention. Generally, a communicator's character has a significant effect on the persuasiveness of the message. This study segments influencer characteristics into five dimensions and explores the effect of five characteristics on perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Design/methodology/approach This study suggests a structural equation model that explains the casual relationship between the five dimensions of Youtuber characteristics and perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Findings There are little research on what and how the characteristics of a Youtube influencer can affect consumers' information adoption and purchase intention of the product. This study is significant in that it provides a research model that examines the effect of Youtuber characteristics on consumers' information adoption and purchase intention. This research discovered that the dimensions of trustworthiness and attractiveness of influencer affect information adoption and purchase intention through the mediate variables.

• The Journal of Asian Finance, Economics and Business
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• 제8권9호
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• pp.101-111
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• 2021

This study investigates the impact of heuristic factors on customers' perception of information credibility of influencers on YouTube channels, and the association between customers' perception of information credibility and brand attitude, brand credibility, and purchase intention of cosmetic products in Vietnam. A quantitative approach is employed, with a survey of 270 females who are frequent viewers of beauty content on YouTube channels. The data reliability and validity go through various statistical tests including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Also, structural equation modeling (SEM) is applied to test the hypotheses. The results reveal that there is a positive association between heuristic factors and the perception of information credibility. This perception of information credibility also influences positively on customers' attitudes toward the brand and brand credibility. Purchase intention is also found to be positively associated with the two latter variables. The study's main findings not only offer advice to practitioners on how to choose the right product endorsers and advertising platforms, but they also offer novel insight from the Vietnamese context that could help to extend the heuristic-systematic model and customers' buy intention behavior.

• 한국정보시스템학회지:정보시스템연구
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• 제31권1호
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• pp.147-173
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• 2022

Purpose As the use of social network services has become common, it has become possible to freely communicate and establish relationships with other people anytime, anywhere for communication and information sharing. Influencers who have a strong influence on consumers' perceptions and attitudes through their own opinions and stories have appeared on various social media channels such as YouTube. Recently, companies utilize influencers with a large number of followers to check interactions with customers to understand customer attitudes and opinions about products in real time. Start-ups with insufficient resources need to quickly examine customer responses to reduce the probability of failure after product planning. The Lean process of creating an MVP and quickly confirming and learning the market response should be repeated over and over again. Findings In this paper, we try to suggest that the YouTube platform can play a sufficient role as a customer experiment space through examples. The case company is a company that has successfully commercialized products by continuously interacting with customers through the YouTube platform for the first four months of its founding. This paper is expected to be helpful in the experimental process for prospective founders and early founders to examine customer responses to reduce the probability of market failure before commercialization. Design/methodology/approach This paper analyzed the YouTube channel data of case companies based on the netnography methodology and presented the contents of the lean process management carried out in the experimental stage and the post-production stage through interview research.

• 한국정보시스템학회지:정보시스템연구
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• 제30권4호
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• pp.173-202
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• 2021

Purpose This study explored overall phenomena in context such as YouTube channel operation, strategy, and profit generation through interviews with two research participants who started their own businesses and are recognized as influencer on YouTube and analysis of viewer responses to uploaded contents. With the explosive growth of YouTube content provision and use, previous studies on YouTube are only being conducted individually on YouTube's content, influence, and content providers, so it is need to explore YouTube channel operations and the effect of revenue generation in context from an integrated perspective. Therefore, the purpose of this study is to present an integrated model that provides a specific process by contextually linking the factors and results influencing YouTube channel operation and revenue generation phenomena to individuals and companies who are trying to operate YouTube channels for the first time. Design/methodology/approach This study systematized and structured the overall phenomena in context such as YouTube channel operation, communication strategy, effect on revenue generation, and YouTube channel operation results by selecting interview subjects and collecting data through interviews, and analyzing viewer reactions (likes, comments, etc.). Due to the lack of previous studies exploring integrated phenomena, research analysis used Strauss & Corbin (1998)'s grounded theory approach, which presented inductive research methods to discover new theories by structuring concepts and categories based on detailed observations and information provided by interviewees. Findings The academic implication of this study is that while previous studies are conducted as individual studies on YouTube's content, influence, and content providers in the current situation where YouTube content provision and use are exploding, it integrally explores and presents an integrated model throughout the process. In addition, taking into account the lack of previous studies, it can be found in the aspect of using the grounded theory approach, an inductive theory approach that establishes a new theory. The practical implications can be found in that it presented practical directions to beginners who want to start operating YouTube channels by identifying operational preparations, communication strategies with viewers, and response management strategies.