Hedonic Motivation and Ducoffe's Web Advertising Model in Estimating Consumer Purchase Intention

The purpose of this research is to predict the influence of YouTube advertising on consumers purchase intention in India. Based on the Ducoffe's web advertising model, this research developed a hypothetical model by combining hedonic motivation with entertainment, informativeness, credibility, incentives and irritation. A survey was conducted among 562 Gen 'Z' respondents in India and the data was analysed using structural equation modelling. The results indicate that informativeness, credibility, entertainment and hedonic motivation were reported as the predictors to consumers purchase intention. It was further observed that incentives and irritation were not the significant predictors to consumers purchase intention in the Indian context. The main implications of the study show that marketers and advertisers should focus on the hedonic motivation and incentives to enhance purchase intention.