Ефектът на кулинарните влогъри върху предпочитанията за ресторант: Случаят на студентите от Чому

Резюме:

The study investigated the effect of food vloggers on consumers’ restaurant preferences. It was conducted on Çanakkale Onsekiz Mart University students. The data of the study was collected online via survey technique with two basic scales obtained from the literature review. The study was conducted via data matrix for 266 students. The survey form was composed of two sections. The variables of trust in vloggers and their presentations, the quality of presentations and the attractiveness of vloggers were evaluated in the first section. The second section of the survey form addressed the image of the restaurant promoted by the vloggers, the expectations from the restaurant, and the intention to visit the place. The impact of perceptions regarding vloggers and their promotional activities on the image, expectations, and intention to visit a restaurant was examined by employing structural equation modeling. The analyses were conducted with SmartPLS. As a result of the analyses, it was determined that there were significant effects in the same direction among the variables of trust, attractiveness and quality in the evaluation of the vloggers. A similar finding was observed among the variables in which the promoted restaurant was evaluated. It was determined that the trust variable for vloggers did not directly affect the intention to visit the promoted restaurant, but indirectly affected it through other variables in the study. However, it was found to indirectly affect the intention variable through other external variables. Another finding established that the quality variable has not directly affect the intention variable but affected it indirectly through other variables. It was determined that the attractiveness, image and expectation variables directly affected the intention to visit the restaurant.

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