Millennials Purchase Intention based on Food Vlogger Reviews - A Micro Study at Palghar District, Maharashtra.

Advancement in technology has helped many businesses to enter and prosper in digital world. Many of the business are presenting their culinarians and services through vlogs to attract more customers. Millennials are the major users of these vlogs to get awareness and information on food and restaurants service updates. Therefore, the objective of this study is to identify and examine the factors that impacts the Millennials to access food vlogger reviews. Primary data was collected by structural questionnaires distributed to 400 millennials from Palghar District, Maharashtra Statewho have subscribed for food vlogs in YouTube and have purchased food items based on online reviews. The data was run through SMARTPLS 3.0 for analysis. Secondary data sources were referred from journal papers, books and writeups. The results of the study states smart phone app usefulness, perceived benefit and perceived enjoyment influences millennials attitude towards purchase intention, however, subjective norms have no influence on millennials attitude towards purchase intentions based on food vloggers review. The study helps in understanding the factors affecting the millennials to buy the food products-preconsumption and post-consumption based on food vlogs reviews. [ABSTRACT FROM AUTHOR]