The Impact of Product Picture Advertisements and Product Video Advertisements on Chinese Consumer Purchase Intentions
- 10.2991/978-2-494069-45-9_94How to use a DOI?
- Picture advertisements; Video advertisements; Purchase intentions
Over the past few decades, there have been more and more forms of product advertising, and the use of product advertising has also increased. Among this, picture advertising and video advertising have become the most common ways for marketers to promote. Consumers also tend to learn and buy products by watching picture advertisements and video advertisements. In this study, Ajzen’s Theory of Planned Behavior is used as a theoretical framework with the aim of exploring the degree of influence of product picture advertisement and product video advertisement on consumers’ purchase intention. In order to reach reliable and valid conclusions, the researchers collected about 100 questionnaires filled out by people of different ages and consumption levels, and then conducted data analysis. The final results show that product video ads have a greater impact on consumers’ willingness to spend than product image ads.
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Cite this article
TY - CONF AU - Yongda Chen AU - Yiyang Han AU - Yuan He AU - Jiaqi Xu PY - 2022 DA - 2022/12/16 TI - The Impact of Product Picture Advertisements and Product Video Advertisements on Chinese Consumer Purchase Intentions BT - Proceedings of the 2022 2nd International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2022) PB - Atlantis Press SP - 775 EP - 786 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-45-9_94 DO - 10.2991/978-2-494069-45-9_94 ID - Chen2022 ER -