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The impact of short video ads on viewers' attitudes and purchase intent
Author(s):
1. Yue Zhao: Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia
2. Mohd. Nor Shahizan Ali: Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia
3. Jamaluddin Aziz: Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia
4. Yueshu Luo: College of Culture and Media, XiChang university, XiChang, China
Abstract:
As a media propaganda method, short video advertisements can output commodity content quickly and deepen the audience's impression. However, there needs to be more quantitative research on the impact of short videos on audience attitudes and purchase intentions, which cannot provide effective support for short video production and content screening. Based on the previous short video research theory, this paper provides a quantitative algorithm to explore the impact of short video advertisements on audience attitude and purchase intention. Methods A total of 530 viewers of short video advertisements were randomly selected from October 2022 to December 2022 and were divided into a control group and an intervention group by questionnaire survey. According to the relevant inluencing factors, the responses of the two groups of viewers were compared and analyzed to better observe and understand. The results show that short video information quality has a signiicant positive impact on audience perceptions of information ( = 0.211, p = 0.000), and hypothesis 1 holds. User atmosphere signiicantly impacts perceived information usefulness ( = 0.138, p = 0.013), so hypothesis 2 holds. Moreover, only Hypothesis 6 does not hold. This also means impulsiveness does not positively impact the audience's purchase intention. Therefore, short video advertisements have a relatively great inluence on audience attitude and purchase intention, while information quality has a greater inluence on audience attitude and purchase intention.
Page(s): 209-221
Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 22, Issue: 1, Year: 2024
Keywords:
communication technology , Short video , Video advertisement , Purchase intent , Audience attitude
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