Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth

被引：15
|
作者：
Jain, Geetika [1 ]
Rakesh, Sapna [2 ]
Chaturvedi, Kostubh Raman [3 ]
机构：
[1] UP Tech Univ, Noida, India
[2] IMS Ghaziabad, Ghaziabad, India
[3] KIET, Ghaziabad, India
来源：
INTERNATIONAL JOURNAL OF E-BUSINESS RESEARCH | 2018年 / 14卷 / 02期
关键词：
AMOS; Attitude; Consumer Behaviour; Entertainment; Indian Youth; Modelling; Online Advertising; Online Consumer Behaviour; Purchase Intention; Structural Equation Modelling (SEM); Web Advertising;
D O I：
10.4018/IJEBR.2018040106
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.
引用
收藏
页码：87 / 101
页数：15
相关论文
共 50 条
  • [1] An Exploratory Study of Consumer Adoption of Online Shopping: Mediating Effect of Online Purchase Intention
    Kulviwat, Songpol
    Thakur, Ramendra
    Guo, Chiquan
    [J]. INTERNATIONAL JOURNAL OF E-BUSINESS RESEARCH, 2006, 2 (02) : 68 - 82
  • [2] The Effect of the Insertion Method of Network Video Advertisements on Consumer Purchase Intention
    Lei, Hongzhen
    Chen, Xiaoli
    [J]. 2019 5TH INTERNATIONAL CONFERENCE ON ENERGY EQUIPMENT SCIENCE AND ENGINEERING, 2020, 461
  • [3] A Study of Factors Driving Indian Youth's Intention to Purchase Online
    Jain, Shruti
    Verma, Prashant
    [J]. NMIMS MANAGEMENT REVIEW, 2016, 28 : 49 - 72
  • [4] The Impact of SNS Advertisements on Online Purchase Intention of Generation Z: An Empirical Study of TikTok in Vietnam
    Thi Thuy An Ngo
    Thi My Thanh Le
    Thanh Hieu Nguyen
    Truong Giang Le
    Gia Thinh Ngo
    Tran Duong Nguyen
    [J]. JOURNAL OF ASIAN FINANCE ECONOMICS AND BUSINESS, 2022, 9 (05): : 497 - 506
  • [5] The impact of live video streaming on online purchase intention
    Zhang, Min
    Qin, Fang
    Wang, G. Alan
    Luo, Cheng
    [J]. SERVICE INDUSTRIES JOURNAL, 2020, 40 (9-10): : 656 - 681
  • [6] ONLINE VIDEO GAME INFLUENCER'S CREDIBILITY AND PURCHASE INTENTION
    Boonchutima, Smith
    Sankosik, Ainwat
    [J]. DRUSTVENA ISTRAZIVANJA, 2022, 31 (04): : 683 - 701
  • [7] Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements
    Shehu, Edlira
    Bijmolt, Tammo H. A.
    Clement, Michel
    [J]. JOURNAL OF INTERACTIVE MARKETING, 2016, 35 : 27 - 43
  • [8] Effects of misleading online advertisements on the purchase intention of mature Chinese consumers for dietary supplements
    Sun, Yuting
    Li, Yixuan
    [J]. BRITISH FOOD JOURNAL, 2023, 125 (11): : 4062 - 4091
  • [9] The effect of deepfake video advertisements on the hotel booking intention of tourists
    Sivathanu, Brijesh
    Pillai, Rajasshrie
    [J]. JOURNAL OF HOSPITALITY AND TOURISM INSIGHTS, 2023, 6 (05) : 1669 - 1687
  • [10] A Study on the Impact of Customer Engagement on Continued Purchase Intention for Online Video Websites VIP Service
    Chen, Jingdong
    Xu, Wenxin
    [J]. PROCEEDINGS OF THE THIRTEENTH INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE AND ENGINEERING MANAGEMENT, VOL 2, 2020, 1002 : 668 - 682
12345