| dc.description.abstract | This study is to measure factors that effects youtuber purchase intention to attend a youtube network and with the case of Dien Quan Network. The research was done on 351 youtubers in Viet Nam. Cronbach’s Alpha was run to test reliability, Exploratory Factor Analysis (EFA) and Multiple Regression Analysis were used to examinated the relationship between 7 factors and youtuber purchase intention. In the final, the research results show that there are 6 factors that have impact on youtuber purchase intention, which are: Perceived Usefullness, Perceived Ease of Use, Cost, Subjective Norm, Variety of Services, and Network’s Reputation. Meanwhile, the Network Reputation factor has strongest effect on youtube’s purchase intention to attend Dien Quan Network. This research gives an overall look for Dien Quan Network about factors that effect its customers when choosing a network to join in. The research also provide recommendation base on date analysis results for Dien Quan Network to improve its services in the future. On the other side, the research helps to confirm the need to extend the traditional Theory of Reasoned Action and Technology Acceptance Model. | en_US |
