On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-01-07 DOI:10.1515/roms-2021-0063

Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Konstantinos Lionakis, Yiheng Chen

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引用次数: 1

Abstract

Abstract The purpose of this research is to examine the key content factors of short videos and their influence on parents’ attitudes, behavioural intentions and consideration of alternatives in the education sector. In particular, the current study is the first to explore elements of online short videos (informative content, user interactivity, perceived usefulness, trust, entertainment and invasiveness) as predictors of parents’ attitudes toward, consideration of and intention to choose a nursery school. Using a sample of 178 participants, a conclusive research design applying structural equation modelling was employed to assess the effect of the aforementioned short videos’ key characteristics on attitude, intention and consideration. According to the results, short videos with informative and trusted content tend to enhance parents’ attitudes, consideration and behavioural intentions regarding the provider being promoted. Attitude is also affected by entertainment, while perceived usefulness, interactive features and lack of invasiveness increase scores pertaining to inclusion of alternatives in parents’ consideration choice sets and expression of intentions to ultimately select them. Managers in childcare operators should find a delicate balance among the aforementioned elements in order to include the appropriate ones into their videos depending on the promotional goals or indented outcomes and the targeted audience. Managerial implications and suggestions for future research are thoroughly discussed.

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影响网络短视频效果的因素:家长态度、行为意向和替代方案的考虑

摘要本研究的目的是检验短视频的关键内容因素及其对家长态度、行为意图和教育部门对替代方案的考虑的影响。特别是，目前的研究首次探索了网络短视频的元素（信息内容、用户互动、感知有用性、信任、娱乐性和侵入性），作为父母对幼儿园态度、考虑和选择意愿的预测因素。使用178名参与者的样本，采用结构方程建模的结论性研究设计来评估上述短视频的关键特征对态度、意图和考虑的影响。根据研究结果，内容翔实、值得信赖的短视频往往会增强父母对被提拔供应商的态度、考虑和行为意图。态度也会受到娱乐的影响，而感知的有用性、互动特征和缺乏侵略性会增加父母考虑选择集中的替代品的得分，以及最终选择替代品的意愿表达。儿童保育运营商的管理人员应在上述元素之间找到微妙的平衡，以便根据宣传目标或缩进的结果和目标受众，将适当的元素纳入他们的视频中。深入讨论了管理含义和对未来研究的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.