The Effect of YouTube Product Reviews to the Buying Preferences of Accountancy, Business and Management Students of the Cavite National High School-Senior High School

Abstract

INTRODUCTION

In electronic commerce, shopping sites allowed their customers to post their ratings, comments and suggestions about a product/service they had purchased. As social media change the way we communicate, these also help marketers easily communicate with their customers especially with their complaints and one of the social medias that had a great impact is the YouTube which became a platform for product review videos coming from various vloggers. These reviews help the consumers identify their buying preference on a certain product depending on the information they generated from the videos that they watched in the YouTube.

METHODS

Descriptive research deign was used in this study. Using a systematic approach, we conducted a survey to Accountancy, Business and Management (ABM) students of Cavite National High School-Senior High School. Eighty-one (81) students responded to a set of structured survey questionnaires with data collected through quantitative analysis of the effect of YouTube product review to their buying preference.

RESULTS

Students who participated in the research assessed the input of the interpersonal and intrapersonal effect of YouTube product review as to small extent of effect in their buying preference after getting some information they generated in the product review. The significant relationship of the respondents' profile to the input of YouTube product review resulted to a small correlation in their age, grade level, sex, device they used in watching the product review and the time they consumed of watching it. The result also showed that there was no significant difference when the respondents are grouped according to their age and grade level, but the result showed that there was a significant relationship when respondents are grouped according to their sex, device they used in watching and the time they consumed.

DISCUSSIONS

The result showed that product reviews from YouTube was effective in some students especially for female who watched in their mobile phones. It also showed in the study of Anwar et.al. (2013), that there is a positive effect on consumer attitudes toward product content which other users generate on YouTube. The design of this study was descriptive where we only observe the natural phenomenon, other researchers maybe able to have different result if they will be using other research design especially with different context. The result of this study may help marketers for a proposed product advertising enhancement.