APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Byounggu Choi / One-Ki (Daniel) Lee

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Current Issue

Date December 2020
Vol. No. Vol. 30 No. 4
DOI https://doi.org/10.14329/apjis.2020.30.4.741
Page 741~757
Title Product Reviews in YouTube
Author Jiyeol Kim, Cheul Rhee
Keyword YouTube Product Review, The Degree of Attention Gathering, Informativeness, Product Information Sourcing Intention, Persuasion Knowledge
Abstract The outbreak of COVID-19 has changed our lifestyle. People spend much more time on YouTube, SNS and online shopping than before. Accordingly, the number of product review videos are steeply increasing in YouTube platform. When people watched the review videos, they might search additional information if they liked the videos. This study aims to investigate how the informativeness and the degree of attention gathering of product review videos influence on the product information sourcing intention and persuasion knowledge. We also try to find whether prior YouTube experience affects the relationship between the degree of attention gathering and persuasion knowledge. We conducted an online survey on 499 participants and analyzed using partial least square methods. Results show that 1) informativeness and the degree of attention gathering towards product review videos influence on the product information sourcing intention and user’s persuasion knowledge. 2) Viewers’ YouTube experiences moderate the increase of the viewers’ persuasion knowledge caused by increasing the degree of viewers’ attention gathering. This study implies that YouTube product review videos could be created in strategic manners. Also, it could be inferred that consumers’ prior YouTube experiences may reduce negative potentials of the degree of attention gathering onto persuasion knowledge.


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