An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

Abstract

This study examines the factors affecting consumers’ perceptions regarding the credibility of YouTuber-generated product content (YGPC) and its perceived usefulness, and how such perceptions can influence attitudes and intentions towards YGPC use for purchase decisions. This study applies the maximum likelihood-based structural equation modeling approach to an online survey of 315 YouTuber followers. Our findings highlight the importance of investigating the dimensions of source credibility to understand better how YouTuber-generated content use affects attitude and behavior intentions regarding product purchase decisions.