Purpose

This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor.

Design/methodology/approach

A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied.

Findings

The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information.

Research limitations/implications

This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy.

Originality/value

This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.

中文翻译：

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鼠标的词与影响者的词？消费者偏好的在线信息来源的实验调查

目的

本研究旨在比较 YouTube 信息源（影响者与鼠标词）对消费者购买决策的影响。本文扩展了信息采用模型 (IAM)，将信息语言作为中心线索和对在线信息的怀疑作为调节因素。

设计/方法/方法

受试者之间的实验，2（影响者与老鼠的话）×2（正面与负面信息），旨在检验假设。共有 171 名消费者参与了实验，并应用了多组结构方程模型 (AMOS 21)。

发现

结果表明，当信息来自鼠标词（WOMS）时，消费者认为论点质量更有用。当信息来源是 YouTube 影响者且信息类型为正面时，信息语言被认为更有用。该研究还发现，对在线信息的怀疑降低了整体影响，尤其是对影响者和积极信息的影响。

研究限制/影响

本研究通过识别和调查现有的知识差距为该理论做出了贡献。对于从业者而言，调查结果表明 YouTube 影响者和 WOMS 的协同作用是一种有效的营销策略。

原创性/价值

本文是最早使用 IAM 比较 YouTube 影响者和消费者评论效果的论文之一。它还扩展了 IAM，将信息语言作为中心线索，并将对在线信息的怀疑作为调节因素。