How social media affects the purchase intentions of female consumers in Macao - watching beauty and cosmetics product experience videos on YouTube

Resource type
Authors/contributors
Title
How social media affects the purchase intentions of female consumers in Macao - watching beauty and cosmetics product experience videos on YouTube
Abstract
YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.
Publication
Revista Gestão em Análise
Volume
11
Issue
3
Pages
107-118
Date
2022-09-19
Language
en
DOI
10.12662/2359-618xregea.v11i3.p107-118.2022
ISSN
2359-618X
Accessed
3/17/23, 1:59 AM
Loc. in Archive
204 female consumers in Macau
Library Catalog
periodicos.unichristus.edu.br
Rights
Direitos autorais 2022 Revista Gestão em Análise
Extra
Number: 3
Citation
Chan, V., Silva, S. C., & Lampo, A. (2022). How social media affects the purchase intentions of female consumers in Macao - watching beauty and cosmetics product experience videos on YouTube. Revista Gestão Em Análise, 11(3), 107–118. https://doi.org/10.12662/2359-618xregea.v11i3.p107-118.2022