Research on the Impact of Video-Based Native Ads on Users’ Purchase Intention Under the Perceived Value Theory

DOI

10.2991/assehr.k.200428.066How to use a DOI?

Keywords

perceived value, native ads, purchase intention

Abstract

In this era of information explosion, users tend to be bombarded with overloading information, which increasingly deteriorates the validity of traditional advertising. Fortunately, the emergence of native advertising, a brand-new form in this area, has effectively alleviated this dilemma. However, due to its rapid development, there still exist some unresolved problems. Based on the theory of perceived value, this paper analyzes the data by means of questionnaire survey, explores the impact of native video ads on users’ purchasing intention and moves on to offer some suggestions for its development.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lin MINGJIA
AU  - KAI Tang
AU  - Fan QINGJI
PY  - 2020
DA  - 2020/05/01
TI  - Research on the Impact of Video-Based Native Ads on Users’ Purchase Intention Under the Perceived Value Theory
BT  - Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020)
PB  - Atlantis Press
SP  - 306
EP  - 310
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200428.066
DO  - 10.2991/assehr.k.200428.066
ID  - MINGJIA2020
ER  -