Title: Antecedents of Urge to Buy Impulsively: A Study of Beauty Vlogs on YouTube
Author: Vivi Rodliyatuz Zulfa
Item Type: Thesis
Affiliations: Master of Science in Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This study aims to determine the influence of parasocial interaction, perceived enjoyment, perceived usefulness, and negative affect on the urge to buy impulsively among YouTube users. Data were collected by distributing online questionnaires to 189 female respondents who watched beauty video blogs on YouTube. The research location was in Indonesia. Hypothesis testing used Partial Least Squares (PLS). The results of the study indicate that parasocial interaction, perceived enjoyment, and perceived usefulness influence the urge to buy impulsively, while negative affect negatively influences the urge to buy impulsively. The results of this study have important implications for cosmetic marketers who utilize YouTube as one of their marketing media in improving more effective marketing strategies to attract users through impulsive buying.
Keywords: Parasocial Interaction, Perceived Enjoyment, Perceived Usefulness, Negative Affect, Urge To Buy Impulsively, Beauty Vlog