Research Article
How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement
Table 7
Summary of hypothesis testing.
| | Hypothesis | Path coefficients | -value | Conclusion |
| | H1 information seeking → emotional | 0.185 | 1.990 | Supported | | H2 information seeking → social presence | 0.241 | 2.785 | Supported | | H3 entertainment → emotional | 0.630 | 7.347 | Supported | | H4 entertainment → social presence | 0.562 | 7.283 | Supported | | H5 emotional → intention to visit | 0.366 | 4.564 | Supported | | H6 emotional → e-WOM | 0.359 | 5.091 | Supported | | H7 social presence → intention to visit | 0.441 | 5.416 | Supported | | H8 social presence → e-WOM | 0.485 | 6.588 | Supported |
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