A Study on the Relationship between Advertising Value, Choice of Media and Consumer Purchasing Behaviour: In the Use of TikTok and Digital TV

DOI

10.2991/978-2-38476-287-3_16How to use a DOI?

Keywords

Advertising Value; Media Choice; Consumer Behaviour; TikTok; Digital TV; New Media

Abstract

Nowadays, the rapid development of the new media era has led to the emergence of new media channels with various characteristics, which brings new opportunities for the dissemination of advertising and the development of brands. Therefore, it is beneficial to study the composition of advertising value, the characteristics of new media channels, and the factors affecting consumers’ purchasing behaviour, to improve the effectiveness and conversion rate of advertising. However, research at this stage basically focuses on the personalization and interactivity of advertising, and there are still many potential factors affecting consumer behaviour that are worth exploring. Therefore, this study aims to fill the research gap by investigating the relationship between advertising value focusing on advertising credibility and irritation, media choice, consumer purchase behaviour, using TikTok and digital TV as an example. Guided by the theoretical framework of the Stimulus-Organism-Response (SOR) model proposed by Mehrabian & Russel (1974) and Brackett and Carr’s (2001) refined Advertising Value Model, a survey questionnaire was collected and used for correlation analysis and to complete the hypothesis testing for this study. The results showed that advertising credibility and irritation are positive and negative factors affecting advertising value, respectively, and revealing the potential of media choice as a positive factor influencing advertising value and consumer behaviour, thus consumer purchase behaviour and media choice are significantly positively correlated. Finally, this study provides strategies for branding, advertisers’ media choice, and inspiration for further research.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zihan Gao
AU  - Wai Jing Kwok
AU  - Zhongjuan Li
PY  - 2024
DA  - 2024/11/05
TI  - A Study on the Relationship between Advertising Value, Choice of Media and Consumer Purchasing Behaviour: In the Use of TikTok and Digital TV
BT  - Proceedings of the 2024 3rd International Conference on Comprehensive Art and Cultural Communication (CACC 2024)
PB  - Atlantis Press
SP  - 123
EP  - 136
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-287-3_16
DO  - 10.2991/978-2-38476-287-3_16
ID  - Gao2024
ER  -