The Research of Consumers' Purchase Intention Based on the Influence of Advertising Creativity of Online Video Advertisements

被引：0

作者：

Yang, Ruo ^{[1
]}

Yang, Yongzhong ^{[2
]}

Zhang, Yu ^{[3
]}

Song, Xiaoting ^{[4
]}

Shafi, Mohsin ^{[5
]}

机构：

[1] Chengdu Univ Informat Technol, Sch Management, Chengdu 610065, Peoples R China

[2] Sichuan Univ, Business Sch, Chengdu 610065, Peoples R China

[3] Chengdu Univ, Sch Tourism & Culture Ind, Chengdu 610065, Peoples R China

[4] Sichuan Agr Univ, Business & Tourism Sch, Dujiangyan 611800, Peoples R China

[5] Univ Malaysia Pahang UMP, Fac Ind Management, Gambang 26300, Malaysia

来源：

EIGHTEENTH INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE AND ENGINEERING MANAGEMENT, ICMSEM 2024 | 2024年 / 215卷

关键词：

Advertising creativity; Informativeness; Irritation; Advertising value; Purchase intention; PERCEPTIONS;

D O I：

10.1007/978-981-97-5098-6_101

中图分类号：

T [工业技术];

学科分类号：

08 ;

摘要：

To deeply explore the relationship between advertising creativity and consumers' purchase intention and its influence path, 279 valid questionnaires were collected, and structural equation modeling was used to analyze the collected data. Results show that: (1) advertising creativity is positively correlated with purchase intention; (2) advertising creativity is positively correlated with perceived entertainment and informativeness of advertisements and negatively correlated with perceived irritation of advertisements; (3) perceived entertainment and informativeness of advertisements are positively correlated with advertising value, but there is no negative correlation between perceived irritation of advertisements and advertising value; (4) advertising value is positively correlated with purchase intention.

引用

页码：1477 / 1486

页数：10

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