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The role of Perceived Value on Purchase Intention in YouTube- the case of Skincare products. : The role of Perceived Value on Purchase Intention in YouTube- the case of Skincare products.

초록/요약

The existing corpus of research emphasizes how important perceived value is in determining consumers' intentions to make purchases. However, inconsistent research results about the nature of this relationship call for additional investigation into the possibility of nonlinear relationship among consumer’s purchase intention and their perceived values (such utilitarian, hedonistic, and social). This study also explores the role of predisposition for online interaction propensity and information-seeking behavior as moderating factors. Based on 839 valid responses, nine hypotheses were created and analyzed. The findings show a curvilinear association only between social values and buying intentions, and a moderating influence of OIP that is significantly detrimental on consumers' purchasing intentions. This study unveiled a primarily linear relationship between other two values providing a foundational understanding. However, delving deeper into the investigation, a fascinating revelation emerged when the research model encountered data from Asian and Western samples. Contrary to the anticipated linearity, a distinctive non-linear curve manifested itself. Additionally, the study looks into market segmentation by emphasizing psychographic characteristics for value-based customer classification. One important technique is psychographic segmentation analysis, which groups customers according to their perceived values. In this study, YouTube users' opinions of videos promoting skincare products are examined using psychographic segmentation. This research intent to aid in the creation of marketing plans that effectively convert favorable consumer impressions into actual product purchases. It aims to increase the understanding of the salient features that consumers experience in the context of skincare product videos. Additionally, it starts a comparative analytical investigation between the USA and India, two geographically different nations. Keywords: Online interaction propensity, Purchase intention, U-shaped relationship, Market segmentation, Perceived values, Skin care products, YouTube

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목차

Chapter 1 Introduction . 1
1.1 Introduction 1
1.2 Background of the study 1
1.3 Research Objectives . 7
1.4 Significance of the study 10
1.5 Scope of the study 12
1.6 Organization of the remaining chapters 12
Chapter 2 Literature Review 13
2.1 YouTube as the marketing channel 13
2.2 Perceived Value 14
2.2.1 Utilitarian value 15
2.2.2 Hedonic value . 16
2.2.3 Social value . 17
2.3 Market Segmentation 18
Chapter 3 U-shaped relationship between consumer's perceived value and purchase intention 22
3.1 Hypothesis Development 22
3.1.1 Perceived value and purchase intention 22
3.1.2 Moderating role of information seeking behavior 28
3.1.3 Moderating role of online interaction propensity 30
3.2 Research Design 32
3.2.1 Collection of Data 32
3.2.2 Measurements . 34
3.2.3 Analysis Methods 34
3.2.4 Hypothesis Test 35
3.3 Discussion 41
3.4 Examining the curvilinear relationship between consumer's perceived values and purchase intention- the case of Indian and American consumers. 44
3.4.1 Data collection 44
3.4.2 Result 45
3.4.3 Discussion . 47
Chapter 4 Study of consumer segmentation for the YouTube users of skincare products. 48
4.1 Research Framework . 49
4.1.1 Data collection 49
4.2 Measurements 51
4.3 Analysis . 51
4.3.1 Validity of measurement model . 52
4.3.2 Multi-group confirmatory factor analysis (MCFA) . 53
4.3.3 Cluster Analysis . 56
4.4 Market segmentation implementation 58
4.4.1 Identifying variables within the clusters 58
4.4.2 Characteristics analysis of the clusters . 58
4.4.3 The cross-national analysis . 61
4.5 Discussion 62
Chapter 5 Conclusion 64
5.1 Academic Implications 64
5.2 Managerial Implication . 65
5.3 Limitations and further study 67
References 68
Appendix A 74

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