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Haul video is a type of audio-visual content where individuals show the items they purchased along with their opinion/ review. They have gained popularity among Generation Z viewers as a result of the emergence of social media influencers and the growing significance of online shopping. The effect of these videos on real purchase choices and customer behavior, however, is still unknown. This study’s primary objective is to empirically investigate the effects of fashion YouTube videos and Generation Z, which includes people between the ages of 11 and 26. Three constructs - source credibility, information usefulness, and involvement are studied in detail to understand their impact on the purchase behavior of consumers. A cross-sectional survey design is used and data is collected from 300 respondents. Statistical techniques are used to analyze the data, and the hypothesis findings from the analysis indicate that all three constructs, source credibility, information usefulness, and involvement influence purchase intention.

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“An Assessment of Impact of YouTube Haul Videos on Generation Z Purchase Decisions”

  • 会议论文

  • 发表日期：

    2025年

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  • Renu Sharma,
  • Santosh Kumar Yadav,
  • Ananta GeeteyUppal,
  • Vidhi Singla

摘要

Haul video is a type of audio-visual content where individuals show the items they purchased along with their opinion/ review. They have gained popularity among Generation Z viewers as a result of the emergence of social media influencers and the growing significance of online shopping. The effect of these videos on real purchase choices and customer behavior, however, is still unknown. This study’s primary objective is to empirically investigate the effects of fashion YouTube videos and Generation Z, which includes people between the ages of 11 and 26. Three constructs - source credibility, information usefulness, and involvement are studied in detail to understand their impact on the purchase behavior of consumers. A cross-sectional survey design is used and data is collected from 300 respondents. Statistical techniques are used to analyze the data, and the hypothesis findings from the analysis indicate that all three constructs, source credibility, information usefulness, and involvement influence purchase intention.