社交媒体广告对社交媒体广告态度和产品购买意愿的影响

Q4 Business, Management and Accounting

South Asian Journal of Business and Management Cases Pub Date : 2022-05-08 DOI:10.24203/ajbm.v10i2.6936

P. Nguyen, Dan Nguyen, T. Vo

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引用次数: 0

摘要

本文研究了社交媒体广告相关因素对社交媒体广告态度和购买意愿的影响。数据采用在线表格收集，样本量为235份。使用Amos 20.0分析结构方程模型中各因素之间的关系。13个假设中有8个被接受。本研究显示社交媒体广告态度与购买意愿之间存在正相关关系。恼怒情绪对社交媒体广告态度有负面影响。本研究还发现信息与态度、娱乐与态度、可信度与态度、社会角色与态度、娱乐与购买意愿、互动与购买意愿等方差对存在正相关关系。

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 impact of Social Media Advertising on Attitude towards Social Media Advertising and Product Purchase Intention

This paper researched the impact of factors related to Social Media Advertising on Attitude towards Social Media Advertising and Purchase Intention. Data was collected by online form, the sample size is 235. Amos 20.0 was used to analyze the relations among factors in the Structural Equation Model. Eight of thirteen hypothesizes are accepted. This research shows a positive relation between Attitude towards Social Media Advertising and Purchase Intention. Irritation had a negative effect on Attitude towards Social Media Advertising. This study also found the positive relation of some variance couples such as Information and Attitude, Entertainment and Attitude, Credibility and Attitude, Social role and Attitude, Entertainment and Purchase Intention, Interaction and Purchase Intention.

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来源期刊

South Asian Journal of Business and Management Cases Business, Management and Accounting-Management of Technology and Innovation

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： South Asian Journal of Business and Management Cases (SAJBMC) is a peer-reviewed, tri-annual journal of Birla Institute of Management Technology, Greater Noida (India). The journal aims to provide a space for high-quality original research or analytical cases, evidence-based case studies, comparative studies on industry sectors, products, and practical applications of management concepts. The journal likes to publish problem-solving, decisional and applied types of cases. Such cases must have linkage with theory, at least one dilemma (also known as case issue) and a protagonist around whom the case issue will revolve. Publication of pure research, applied research and field studies with empirical data do not fall under the domain of SAJBMC. Fictitious cases are not welcome.