Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention

YouTube has become popular among consumers as an information preference in the decision-making process within social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services product-review content, consumers’ motivations (hedonic utilitarian) reacting to how content affect their buying behavior. This study investigates hedonic utilitarian consumer responses YouTubers’ product reviews that lead purchase intention. We employed a questionnaire data collection method targeted at who buy after watching on YouTube. collected 384 valid structural equation modeling test validity research hypotheses. The results showed (1) parasocial interaction significantly influences (transparency, perceived enjoyment) (credibility, informativeness) intention, while (2) (perceived transparency) (informativeness) were insignificant for In addition, (credibility) have significant effects Thus, behavior both terms. While marketers implement marketing strategies include communicate consumers. Furthermore, theoretical practical contributions of this are discussed.