| By: |
Vita Briliana (Trisakti School of Management, West Jakarta, Indonesia Author-2-Name: Wasisto Ruswidiono Author-2-Workplace-Name: Trisakti School of Management, Kyai Tapa 20 Grogol, 11440, West Jakarta, Indonesia Author-3-Name: Tita Deitiana Author-3-Workplace-Name: Trisakti School of Management, Kyai Tapa 20 Grogol, 11440, West Jakarta, Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: |
Objective - Developments in communication technology and social media have
enabled business to enter the digital world. This can come in the form of
'vlogs' or 'video blogs' designed by 'vloggers' or 'video bloggers' to present
interesting content and concepts. Food vlogs provide detailed information or
explanations about the food vloggers have tried and evaluated, in an
interesting video format that shows how the seller prepares the food and
serves it up, and how it is consumed. The completed video is uploaded to an
online channel. Many Indonesian vloggers make use of YouTube to feature their
culinary activities. Their vlogs have attracted a huge audience of people
looking to enjoy the latest trends in cuisine. To research the determinants of
intention to use food vlogger reviews in purchase decisions, the technology
acceptance model (TAM) was used to investigate the post-adoption behaviour of
Indonesian Millennials in relation to online food vlogger reviews. The
existence of links among the perceived benefit of online food vlogger reviews,
the usefulness of mobile apps and perceived enjoyment has not been a topic of
research to date. Methodology/Technique - This research uses a purposive
sampling technique to select 330 Millennials who have a YouTube application,
subscribers to food vlogger channels, and had bought local street food at
least once after seeing a food vlogger review. The data of this study employs
a path analysis with SPSS 25.0 and Smart-PLS 3. Findings - The results
indicate strong positive effects of the perceived benefit of online food
vlogger reviews towards purchase intentions, mobile app usefulness and
perceived enjoyment in descending order of effect. Novelty - Our study has
several contributions, including adding insight into the process from before
consumers make a purchase; when they find all the information about street
food from YouTube; then their interest in buying is generated; and finally,
they purchase the food and drinks they have chosen. They can also be reassured
that, despite this all happening amidst the Covid-19 pandemic, they need not
worry because the seller is adhering to the procedures established by the
Government. Type of Paper - Empirical. |
| Keywords: |
Perceived Benefit; Mobile App Usefulness; Perceived Enjoyment; Attitude; Intention to Use Food Vlogger Reviews; YouTube; Millennial. |
| JEL: |
M31 M37 |
| Date: |
2020–09–30 |
| URL: |
http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr252&r=all |