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The impacts of instructional video advertising on customer purchasing intentions on the Internet

Author

Listed:
  • Kun-Huang Huarng
  • Tiffany Yu
  • Jian Huang

Abstract

As the application of the Internet has grown rapidly, electronic commerce is expected to become increasingly prosperous. In addition, since the launching of the Internet, more media in advertising have appeared. Online customer experiences and Web 2.0 are believed to be two of the driving forces behind the growth in online sales. A more advanced advertising medium is thus needed to stimulate customers’ purchasing intentions. One creative medium of advertising on the Internet is instructional video advertising. It provides instructions on how to operate the products being sold and/or on how the products function. Hence, the customers may in this way view the advertising, and finally the intention to purchase may be triggered. In order to explore how Internet instructional video advertising may affect customers’ purchasing intentions, we propose a new model that adopts the theory of reasoned action, the technology acceptance model, and others. We perform the survey to analyze how instructional video advertising may impact customers’ purchasing intentions. Copyright Springer-Verlag 2010

Suggested Citation

  • Kun-Huang Huarng & Tiffany Yu & Jian Huang, 2010. "The impacts of instructional video advertising on customer purchasing intentions on the Internet," Service Business, Springer;Pan-Pacific Business Association, vol. 4(1), pages 27-36, March.
    • Handle: RePEc:spr:svcbiz:v:4:y:2010:i:1:p:27-36
    DOI: 10.1007/s11628-009-0081-7
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    References listed on IDEAS

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    1. Yan, Ruiliang & Pei, Zhi, 2009. "Retail services and firm profit in a dual-channel market," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 306-314.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
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    Cited by:

    1. Shi-Woei Lin & Yu-Cheng Liu, 2012. "The effects of motivations, trust, and privacy concern in social networking," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 411-424, December.
    2. Jose Roig, 2010. "Introduction," Service Business, Springer;Pan-Pacific Business Association, vol. 4(1), pages 1-7, March.
    3. Guillermina Tormo-Carbó & Elies Seguí-Mas & Victor Oltra, 2014. "Web 2.0, social capital and work performance in service companies: the employees’ view," Service Business, Springer;Pan-Pacific Business Association, vol. 8(3), pages 439-452, September.
    4. Chih-Wen Wu & Kun-Huang Huarng & Surya Fiegantara & Pai-Chi Wu, 2012. "The impact of online customer satisfaction on the yahoo auction in Taiwan," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 473-487, December.
    5. Hsin-Hui Lin, 2011. "Gender differences in the linkage of online patronage behavior with TV-and-online shopping values," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 295-312, December.

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