How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement

Table 2

Respondents’ demographics.

Measure	Items	Frequency	Percentage
Gender	Male	109	36.3%
	Female	191	63.7%
Marital status	Married	88	29.3%
	Single	212	70.7%
Age (years old)	19 years old or below	45	15%
	20-29 years old	174	58%
	30-39 years old	55	18.3%
	40 years old or above	26	8.7%
Educational background	Senior high school or equal	71	23.7%
	Undergraduate	219	73%
	Master	8	2.7%
	Doctorate	2	0.7%
Occupations	Student in senior high school	23	7.7%
	University student	161	53.7%
	Government employee	69	23%
	Entrepreneurs	14	4.7%
	Private employee	33	11%
Frequency of watching YouTube (hours/day)	2 times a day or less	86	28.7%
	2–3 times a day	99	33%
	4–5 times a day	42	14%
	5 times a day or more	73	24.3%
Content category watched in YouTube travel vlog	Nature	70	23.3%
	Culinary	66	22%
	Cultural sites	33	11%
	Heritage sites	22	7.3%
	Others	109	36.3%