优酷广告价值对越南消费者品牌意识和购买意向的影响

IF 0.7 Q4 BUSINESS

International Journal of Business and Society Pub Date : 2023-12-26 DOI:10.33736/ijbs.6414.2023

Thi Phuong, Linh Nguyen

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引用次数: 0

摘要

Youtube 广告正逐渐成为一种吸引众多企业和客户的广告形式。本研究通过两种形式对越南的 450 名顾客进行了调查：在一些高校、公司、超市直接发放和收集，以及在 2020 年 11 月通过 Google Docs 工具进行在线调查，内容涉及影响 Youtube 上广告价值的因素，以及 Youtube 上广告价值、品牌意识和顾客购买意向之间的关系。结果表明，娱乐性、信息性、刺激性和互动性对 Youtube 上的广告价值有正向影响，其中娱乐性对 Youtube 上的广告价值的影响最为积极和强烈，刺激性对 Youtube 上的广告价值的影响为负。作者还指出了 Youtube 上的广告价值、品牌意识和越南顾客购买意向之间的关系。

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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THE INFLUENCE OF YOUTUBE ADVERTISING VALUE ON BRAND AWARENESS AND PURCHASE INTENTIONS OF VIETNAMESE CUSTOMERS

Youtube advertising is gradually becoming a form of advertising that attracts many enterprises and customers. This research is based on a survey of 450 customers in Vietnam in two forms: direct distribution and collection at some colleges, some companies, some supermarkets and online survey via Google Docs tool in November, 2020 about factors that affecting advertising value on Youtube and the relationship between advertising value on Youtube, brand awareness and customer purchase intention. The results show that entertainment, informativeness, irritation and interactivity have a positive effect on advertising value on Youtube, in which entertainment has the most positive and strongest influence on advertising value on Youtube and irritation has a negative effect on advertising value on Youtube. The author also pointed out the relationship between advertising value on Youtube, brand awareness and Vietnamese customer purchase intention.

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来源期刊

International Journal of Business and Society BUSINESS-

CiteScore

1.80

自引率

10.00%

发文量

期刊介绍： International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.