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 Factors Affecting Consumers' Behavior in Sharing Advertising Videos on Vietnamese Social Networks
Tác giả hoặc Nhóm tác giả: Vũ Thị Tuyết Mai, Nguyễn Thị Thanh Huyền
Nơi đăng: tạp chí Vietnam's Socio - economic development; Số: Số 6 (1529);Từ->đến trang: 87-94;Năm: 2022
Lĩnh vực: Chưa xác định; Loại: Bài báo khoa học; Thể loại: Trong nước
TÓM TẮT
Currently, advertising videos are an effective marketing tool and are a new trend in marketing. Advertisingvideos shared by customers are said to be less cynical than ads shared by companies, and they can appeal to a wideraudience. This study employs the theory of reasoned action (TRA) and technology acceptance model (TAM) to explorethe factors affecting consumer's behavior of sharing advertising videos on social networks. Structural equation modeling (SEM) was adopted to examine the relationships proposed in the model. Determining the factors affecting the behavior of customers sharing promotional videos will provide Vietnamese businesses (businesses) with an opportunity to understand how customers will perform their behavior. Results indicated that subjective norms, perceived utilities, and entertainment value when sharing advertising videos on social networks have a positive relationship with consumers'attitudes towards sharing advertising videos on social networks. Further, entertainment value and attitude are the twostrongest factors that motivate consumers to share advertising videos on social networks. Therefore, advertising videos,in addition to providing product information, need to pay attention to building both attractive and attractive forms andcontent to attract consumers. Special attention should be paid to high entertainment, bringing positive, happy, pleasantfeelings, catching up with current trends. Based on the results, marketers should develop video ads that encourageconsumers to share via their social network sites
ABSTRACT
Currently, advertising videos are an effective marketing tool and are a new trend in marketing. Advertising videos shared by customers are said to be less cynical than ads shared by companies, and they can appeal to a wider audience. This study employs the theory of reasoned action (TRA) and technology acceptance model (TAM) to explore the factors affecting consumer; behavior of sharing advertising videos on social networks. Structural equation modeling (SEM) was adopted to examine the relationships proposed in the model. Determining the factors affecting the behavior of customers sharing promotional videos will provide Vietnamese businesses (businesses) with an opportunity to understand how customers will perform their behavior. Results indicated that subjective norms, perceived utilities, and entertainment value when sharing advertising videos on social networks have a positive relationship with consumers' attitudes towards sharing advertising videos on social networks. Further, entertainment value and attitude are the two strongest factors that motivate consumers to share advertising videos on social networks. Therefore, advertising videos, in addition to providing product information, need to pay attention to building both attractive and attractive forms and content to attract consumers. Special attention should be paid to high entertainment, bringing positive, happy, pleasantfeelings, catching up with current trends. Based on the results, marketers should develop video ads that encourage consumers to share via their social network sites
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