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The influence factors of short film advertisements on audience purchase intention |
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| รหัสดีโอไอ | |
| Title | The influence factors of short film advertisements on audience purchase intention |
| Creator | Zhang, Yupei |
| Contributor | Pandey, Arti |
| Publisher | Rajamangala University of Technology Krungthep |
| Publication Year | 2565 |
| Keyword | Chinese consumers, Micro movie advertisement, Purchase intention positive emotions |
| Abstract | Micro movie advertising is an innovative form of online advertising with social media as the main communication channel, which is highly sought after by enterprises and advertisers. To study the influencing factors of short film advertising on consumers' purchase intention, this study takes the target audience of short film advertising as the research object, collects 400 valid questionnaires through a questionnaire survey, and then uses SPSS 24.0 and Amos 24.0 carried out statistical analysis and hypothesis test on the data. The results show that advertising content, advertising image, positive emotions, and product attitude have significant positive effects on purchase intention. The researchers suggest that short film advertising is determined to be an effective advertising form. When making and putting short film advertising, we should pay attention to the improvement of advertising content and advertising image, to obtain a better advertising effect |
| Language | EN |
| URL Website | http://dspace.rmutk.ac.th/ |
| Website title | คลังความรู้ UTK |
