This study aims to examine the effect of factors related to food vloggers on Generation Z consumers' attitudes towards food vlogs and the relationship between these attitudes and purchase intention. A quantitative research approach was adopted, and data were collected via an online survey. The study sample consisted of 400 participants from Generation Z living in Türkiye. The data were analysed using SPSS 27 and SmartPLS 4. The scales for the variables of perceived utility, entertainment, interaction, information, and reliability related to food vloggers, as well as the scales for attitudes and purchase intention, were adapted from studies with proven validity and reliability in the literature. According to the findings, the factors related to food vloggers had a statistically significant effect on Generation Z consumers' attitudes towards food vlogs. Analyses conducted at the sub-dimension level revealed that the dimensions of entertainment, interaction, information, and reliability had significant effects on attitudes and purchase intention, whereas perceived utility did not. Furthermore, it was determined that attitudes towards food vlogs had a positive, statistically significant effect on purchase intention and that attitudes partially mediated the relationship between factors related to food vloggers and purchase intention.
Sibel Özdemir (Wed,) studied this question.