The role of Perceived Value on Purchase Intention in YouTube-the case of Skincare products

Abstract

The existing corpus of research emphasizes how important perceived value is in determining consumers' intentions to make purchases. However, inconsistent research results about the nature of this relationship call for additional investigation into the possibility of nonlinear relationship among consumer’s purchase intention and their perceived values (such utilitarian, hedonistic, and social). This study also explores the role of predisposition for online interaction propensity and information-seeking behavior as moderating factors. Based on 839 valid responses, nine hypotheses were created and analyzed. The findings show a curvilinear association only between social values and buying intentions, and a moderating influence of OIP that is significantly detrimental on consumers' purchasing intentions. This study unveiled a primarily linear relationship between other two values providing a foundational understanding. However, delving deeper into the investigation, a fascinating revelation emerged when the research model encountered data from Asian and Western samples. Contrary to the anticipated linearity, a distinctive non-linear curve manifested itself. Additionally, the study looks into market segmentation by emphasizing psychographic characteristics for value-based customer classification. One important technique is psychographic segmentation analysis, which groups customers according to their perceived values. In this study, YouTube users' opinions of videos promoting skincare products are examined using psychographic segmentation. This research intent to aid in the creation of marketing plans that effectively convert favorable consumer impressions into actual product purchases. It aims to increase the understanding of the salient features that consumers experience in the context of skincare product videos. Additionally, it starts a comparative analytical investigation between the USA and India, two geographically different nations. Keywords: Online interaction propensity, Purchase intention, U-shaped relationship, Market segmentation, Perceived values, Skin care products, YouTube