Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Table 2

Construct measurement items.

Construct	Items
Visual cues	The design of YouTubers’ review videos is visually appealing.; The YouTubers are physically attractive in the review video.; The YouTuber looks beautiful/handsome with the product.; The YouTuber seems fit to their content about the products.; The YouTuber puts the products into a stylish performance in the review video.
Auditory cues	The YouTuber speaks euphoniously when reviewing the products.; The YouTubers’ video review influences my attention because it is pleasant sounding.; The YouTuber reviews the product using harmonious sound effects in the video.; The YouTuber reviews products with a melodic music background.; The YouTuber reviews the product with a sonorous voice.
Parasocial interaction	The YouTuber makes me feel comfortable as if I am with a friend.; I see the YouTuber as a natural, down-to-earth person.; I look forward to watching the YouTuber on their channel.; If the YouTuber appeared on another YouTube channel, I would watch that channel.; I miss seeing the YouTuber when they are ill or on vacation.; I want to meet the YouTuber in person.; I feel sorry for the YouTuber when they make a mistake.; I like hearing what the YouTuber has to say.; I care about what happens to the YouTuber.
Cognitive trust	Given the YouTuber’s track record, I have no reason to doubt their competence.; I know that information given to me is based on the YouTuber’s best judgment.; I trust YouTubers because they seem to be dependable.; I can count on YouTubers’ advice because they are sincere.; I confidently depend on YouTubers since they may make my decision easier.
Affective trust	The YouTuber is ready to offer my assistance and support in all circumstances.; When giving advice, the YouTuber is concerned about my welfare.; In the future, I can count on the YouTubers’ reviews to consider how my purchase decisions and actions will affect me.; I trust the YouTubers’ reviews because they care about the audience.; When it comes to things that are important to me, I can depend on the support provided by YouTube reviews.
Stickiness	I will stay for a long time while watching the YouTuber’s channel.; I usually spend a lot of time watching the YouTuber’s channel.; I intend to prolong my stay on this YouTuber’s channel.
Argument quality	The reviews provided by the YouTubers are informative.; The reviews provided by the YouTubers are valuable.; The reviews provided by the YouTubers are persuasive.
Source credibility	The YouTuber gives me a good feeling.; The YouTuber gives the products an attractive image in the reviews.; The YouTuber catches my attention.; The YouTuber pleases people.; The YouTuber is experienced with the products being reviewed.; The YouTuber is a professional.; The YouTuber is a capable person.; The YouTuber has professional knowledge of the product being reviewed.; The YouTuber is skilled with the product being reviewed.; The YouTuber knows the product being reviewed very well.; The YouTuber knows how to use the product being reviewed.; The YouTuber’s values match the product being reviewed.; The YouTuber is qualified to serve as a product spokesperson.
Information usefulness	In general, I think the YouTuber’s reviews are valuable.; In general, I think the YouTuber’s reviews are informative.; In general, I think the YouTuber’s reviews are helpful.; In general, I think the YouTuber’s reviews are instructive.
Information adoption	I acted closely following the suggestion from the YouTuber’s review.; I am highly motivated to extend the YouTuber’s reviews to buy the product.; I completely agree with the action suggested in the message on the YouTuber’s reviews.
Purchase intentions	I will purchase products reviewed by the YouTuber in the future.; I will encourage people close to me to buy the products reviewed by the YouTuber.; I desire to buy products that are reviewed by the YouTuber.