Quantitative Method for Data-Collecting Survey

THE INFLUENCE OF YOUTUBERS ON CONSUMERS’ PURCHASE INTENTION
A report submitted to the business department in partial fulfilment for final assessment for the
module Business Research Methods
Confidentiality Statement
This document contains confidential information that must not be disclosed to anyone other than
the instructor and the student unless authorised to do so.
DECEMBER 2020
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LE PHAM NGOC MAI
[e-mail]
VNUK Institute for Research and Executive Education
The University of Danang

Table of Contents
1. SYNOPSIS.....................................................................................................................................2
2. ABSTRACT....................................................................................................................................3
3. INTRODUCTION............................................................................................................................3
3.1. Research Background...........................................................................................................3
3.2. Purpose of the research........................................................................................................4
3.3. Research questions and hypotheses.....................................................................................4
a. Research question...............................................................................................................4
b. Conceptual Framework.......................................................................................................5
c. Hypothesis Development....................................................................................................6
4. LITERATURE REVIEW....................................................................................................................6
2.1 YouTube................................................................................................................................6
2.2. Factors..................................................................................................................................7
2.2.1 Perceived usefulness of information in the videos (PU).................................................7
2.2.2 Perceived attractiveness (PVC).......................................................................................7
2.2.3 Number of views, likes, comments and replies (NVLCR)................................................8
2.2.4 Trustworthiness.............................................................................................................8
2.3 Purchase Intention.................................................................................................................9
5. METHODOLOGY.........................................................................................................................10
5.1. Data Collection and samples...............................................................................................10
5.2 Measures.............................................................................................................................11
6. DATA ANALYSIS..........................................................................................................................15
1. Descriptive statistics..............................................................................................................15
2. Inferential statistics...............................................................................................................20
3. Regression model..................................................................................................................21
7. DISCUSSION & CONCLUSION......................................................................................................23
1. Research results:....................................................................................................................23
2. Research limitations:.............................................................................................................23
3. Development direction:.........................................................................................................24
4. Conclusion.............................................................................................................................24
8. REFERENCES...............................................................................................................................25
9. APPENDIX...................................................................................................................................28
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1. SYNOPSIS
Study Title The influence of Youtube influencers on consumers’ purchase
intention in Hoa Cuong Nam ward in Da Nang city.
Internal ref. no. / short
title
Influence of Youtube influencers on consumers’ purchase intention.
Study Design The method of the research used the quantitative method for data-
collecting survey.
Study Participants The survey’s respondents are people living in Hoa Cuong Nam ward
(especially on Truong Chi Cuong street) in Da Nang city.
Planned Sample Size The sample size was expected to be 200 respondents. However, there
are more than 200 people (in fact, 208 respondents) joining this
survey.
Planned Study Period Autumn 2020-2021
2. ABSTRACT
This research examines the impact of Youtubers on users’ buying intention in the particular
area range, to be more specific, this research aimed at residents living in Hoa Cuong Nam
ward, Da Nang city. It collected data of 208 observations in total by an online questionnaire.
Descriptive statistics, inferential statistics, reliability analysis, factor analysis and regression
model were used to analysed the data. The limitation of the study is source of data so the
model proposed cannot be applied for a large population.
3. INTRODUCTION
3.1. Research Background
The human history has witnessed the fastest – growing development of the Internet in this
new technological age. There is no doubt that the Internet and social media take an
important role in customers’ purchasing intention and their decision-making result. More
and more businesses are using different types of social media sites for the good sake of
building their brand name’s position since that is where the consumers are able to express
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their thoughts, exchange experiences and knowledge as well as approach to their interests
just by a click on their fingertips.
Youtube was not that popular among the Vietnamese until the past few years. It is recorded
that Vietnam is gradually moving towards online, with the Internet penetration of nearly
49,063,762 people, accounting for 52% of the Vietnamese population (Internet Live Stats
2016). According to a research on Vietnamese Consumers’ Online Behaviors in 2014 carried
out by TNS and published by Google, in Vietnam, 93% of people use Internet for information
navigation, amongst which products searching accounts for 69%. On the other hand,
Vietnam is also a potential market with the rising level of purchasing power of consumers.
3.2. Purpose of the research
The thesis’s main purpose is to aim at the relationship between youtubers and how they
affect normal youtube users’ purchase intention. Besides viewers’ benefits, a wide range of
companies could also take advantage of this type of social media sites thanks to the
collaborations of well-known youtubers and the companies. In other words, companies
cooperate with famous youtubers, formally known as Social Media influencers, to extend
their brand name and replace traditional marketing means. Dredge (2016) stated that the
audience feels more genuine connection with Youtubers through engagement, similar
humor and the absence of filters, which partly explains their growing popularity compared
to traditional celebrities.
3.3. Research questions and hypotheses
a. Research question
The core research question of this study is: How do Youtubers influence normal viewers’
purchase intention? In order to answer the core question, there will be several sub-
questions as following:
1. Who are youtube influencers?
2. What is the buyer purchase intention?
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3. How can youtubers affect the purchase intention?
b. Conceptual Framework
In this section, we present the hypotheses and conceptual model based on the previous
discussion on literature review regarding consumers’ buying intention affected by
YouTubers/ Youtube Influencers and additional relevant issues related to variables. There
are many ways to measure the effect on purchase intention, such as through the number of
views, likes, comments and replies (Lee, 2009), perceived usefulness of information in the
videos (Pavlou and Fygenson, 2006), perceived video characteristics (Satgunam et al., 2010)
and the attitude toward purchase (Bouhlel et al.,2010).
YouTube users who seek user-generated content also take into consideration the comments
and the number of comments increase the credibility and usefulness of the videos (Mir and
Rehman, 2013). Ratings are also important for evaluating the credibility of online contents
(Flanagin et al., 2011). While, number of likes affects the credibility of contents in forums
(O'Reilly and Marx, 2011); this effect also applies to YouTube videos and the number of likes
increases the popularity of videos leading to increased credibility and usefulness (Mir and
Rehman, 2013). As proposed by Mir and Rehman (2013) the number of users who view the
content on YouTube is important in the perception of credibility and usefulness. The quality
of the video is also a factor that influences purchase decisions (Satgunam et al., 2010). There
are several studies supporting the relationship between attitude and intention. Mir and
Rehman (2013) proved a positive link between consumers’ attitude toward UGC on YouTube
and intention to use these UGC for purchase decisions.
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Usefulness
(H1)
Purchase
Intention Attractiveness
(H2)
Trustworthiness
(H3)
Interaction
(H4)

c. Hypothesis Development
There are several hypotheses considered for the research:
H1: Usefulness of Youtube videos affects intention to purchase.
H2: Attractiveness of videos affects intention to purchase.
H3: Trustworthiness of viewers in Youtubers affects intention to purchase.
H4: The interaction between Youtubers and users affects intention to purchase.
4. LITERATURE REVIEW
2.1 YouTube
Video sharing websites provide their users low cost broadcasting tools which are easy to use
and which allow them to share their content on personal profiles and interact with other
users (Rigby, 2008). One of the most popular video sharing sites is YouTube, which was
founded in 2005. YouTube has reached incredible growth in the number of users and videos,
and Time magazine declared it as the invention of 2006 (Jarrett, 2008).
According to a survey in 2009 by Pew Research Center, 69% of American internet users have
watched or downloaded online videos. A report from Cisco reveals that one third of the 50
most visited websites are video sharing websites with YouTube being the most highly visited
one (Snelson, 2011).
The nature of YouTube is clearly defined by its slogan “Broadcast Yourself” which focuses on
users with a “do it yourself” approach and allows them to create and broadcast UGC
(Jarrett, 2008). Personal profiles of YouTube users are called “channels” (Miller, 2011) and
users can choose to share UGC publicly or only with their friend circle (Lange, 2007).
Becoming a YouTube user and creating a channel provides features such as commenting to
videos, subscribing and following other channels, customizing the experience by creating
playlists, etc. (Sahlin and Botello, 2007).
YouTube allows consumers to define their relationships with products or brands freely and
in a creative way (Pace, 2008); and millions of internet users have become self-broadcasting
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