The Role of Vlog Content and Vlog Enjoyment On Developing Marketable Travel E-Commerce to Millennial Audiences

In order to build e-commerce based on consumer value, this article aims to provide research for academics and providers, particularly in the tourism business. Non-probability sampling is utilized in this study's quantitative methodology to gather the data. 260 millennials were participating in this study. The SEM-PLS analysis method was used to examine the data. According to the findings of this study, the reliability, interest, and enjoyment of using a vlog have a big impact on its effectiveness. Vlog Usage Enjoyment consequently has a favorable impact on Intention to Visit. The novelty of the content, however, has little effect on how much people enjoy using vlogs. The conclusion is that vlog content and enjoyment play a part in fostering more thriving e-commerce.