Abstract
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, the findings showed that YouTube advertising value had a positive effect on purchasing intention. Also, the study examined whether YouTube advertising value factors differ according to demographic variables. The findings indicated that some of demographic factors differ via YouTube ads. The theoretical and managerial implications of these findings are discussed.
Keywords
social media, social media advertising, YouTube advertising, purchase intention
Chinese Abstract
YouTube广告价值及其对购买意向的影响
本文研究了影响YouTube广告价值的因素及其对购买意向的作用，以共计52个项目的问卷形式，收集了420名YouTube用户的数据。多重回归分析确定了各因素对YouTube广告价值的影响，简单回归分析确定了其价值对购买意向的影响，方差分析检验了YouTube广告价值的人口特征差异。研究结果表明，信息性、娱乐性和潮流性对YouTube广告价值有正向影响；而干扰性有负向影响。此外，研究结果亦显示YouTube广告价值对购买意向有正向影响。本研究还考察了YouTube广告价值因素是否因人口统计变量而不同，研究结果表明部分人口统计因素存在差异。本文亦基于这些结论讨论了研究的理论和实践意义。
关键词：社交媒体, 社交媒体广告, YouTube广告, 购买意向
DOI
10.5038/2640-6489.4.2.1097
Recommended Citation
Firat, D. (2019). YouTube advertising value and its effects on purchase intention. Journal of Global Business Insights, 4(2), 141-155. https://www.doi.org/10.5038/2640-6489.4.2.1097
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
