The Effect of the Insertion Method of Network Video Advertisements on Consumer Purchase Intention

被引：0
|
作者：
Lei, Hongzhen [1 ]
Chen, Xiaoli [1 ]
机构：
[1] Shaanxi Normal Univ, Int Business Sch, Xian, Shaanxi, Peoples R China
来源：
2019 5TH INTERNATIONAL CONFERENCE ON ENERGY EQUIPMENT SCIENCE AND ENGINEERING | 2020年 / 461卷
关键词：
BRAND;
D O I：
10.1088/1755-1315/461/1/012094
中图分类号：
TE [石油、天然气工业]; TK [能源与动力工程];
学科分类号：
0807 ; 0820 ;
摘要：
The SOR theory and structural equation model are used to analyze the influence of three kinds of insertion methods of online video advertisements on consumers' purchase intention. Research shows that video implantable advertisement have the most significant impact on consumer pleasure, and network video patch advertisement have the most significant impact on consumer arousal. Through comparative analysis of the three, it provides practical guidance for video platforms or advertisers to more accurately select the way to advertise and then maximize the effectiveness of advertising.
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页数：6
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