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
收藏
页码：1477 / 1486
页数：10
相关论文
共 50 条
  • [41] The Influence of Facebook Features and Activities on Consumers' Purchase Intention
    Mas'od, Adaviah
    Idris, Ummi Nadzirah
    Sulaiman, Zuraidah
    Chin, Thoo Ai
    2019 6TH INTERNATIONAL CONFERENCE ON RESEARCH AND INNOVATION IN INFORMATION SYSTEMS: EMPOWERING DIGITAL INNOVATION (ICRIIS 2019), 2019,
  • [42] Study on Influence of Emotional Marketing on Consumers' Purchase Intention
    Zhang, Zhengjie
    Luo, Yukun
    2018 5TH INTERNATIONAL CONFERENCE ON BUSINESS, ECONOMICS AND MANAGEMENT (BUSEM 2018), 2018, : 502 - 506
  • [43] Differences in the determinants of purchase intention through advertisements and advertising recognition among product types
    Kawahara T.
    Behaviormetrika, 2021, 48 (1) : 117 - 140
  • [44] The Influence of Innovativeness Compatibility on Consumers' Online Purchase Intention on the Creative Product: A Case Study of Fashion
    Ji, Xiaofen
    Pang, Chen
    Bao, Gongmin
    2007 INTERNATIONAL CONFERENCE ON WIRELESS COMMUNICATIONS, NETWORKING AND MOBILE COMPUTING, VOLS 1-15, 2007, : 6706 - +
  • [45] The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce
    Pan C.
    Lei Y.
    Wu J.
    Wang Y.
    Journal of Systems and Information Technology, 2021, 23 (02): : 133 - 153
  • [46] The impact of the negative online reviews on consumers' purchase intention: Based on the dimension of product information
    Liu, Xinyan
    Qiu, Jing
    TWELFTH WUHAN INTERNATIONAL CONFERENCE ON E-BUSINESS, 2013, : 120 - 127
  • [47] Research on the influence of netease cloud music virtual community perception on consumers' purchase intention
    Hui Yao
    Xiaoping Lv
    Zhibo Tang
    PROCEEDINGS OF THE 2019 5TH INTERNATIONAL CONFERENCE ON HUMANITIES AND SOCIAL SCIENCE RESEARCH (ICHSSR 2019), 2019, 319 : 568 - 573
  • [48] Impact Of Consumers' Risk Perception On Their Online Purchase Intention With Special References To Purchase Of Electronics
    Goswami, Brijesh Kishore
    JOURNAL OF PHARMACEUTICAL NEGATIVE RESULTS, 2022, 13 : 1773 - 1783
  • [49] Factors Influencing the Intention to Watch Online Video Advertising
    Lee, Joonghwa
    Lee, Mira
    CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING, 2011, 14 (10) : 619 - 624
  • [50] The Impact of Other Consumers' Visual Information in Online Reviews on Consumers' Attitude and Purchase Intention
    Su, Jinglei
    Yin, Chengyue
    PROCEEDINGS OF EIGHTEENTH WUHAN INTERNATIONAL CONFERENCE ON E-BUSINESS, 2019, : 230 - 236
12345