Proceedings of the 2022 2nd International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2022)

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The Impact of Product Picture Advertisements and Product Video Advertisements on Chinese Consumer Purchase Intentions

Authors
Yongda Chen1, *, Yiyang Han2, Yuan He3, Jiaqi Xu4
1Department of Politics and International Studies, University of Leeds, Leeds, LS2 9JT, UK
2School of Journalism and Communication, Hebei Institute of Communications, Shijiazhuang, 050000, China
3School of Humanities and Art, Nanchang Institute of Technology, Nanchang, 330099, China
4School of Media, Sichuan Conservatory of Music, Sichuan, 610500, China
*Corresponding author. Email: pt21yc@leeds.ac.uk Email: 296341154@qq.com
Corresponding Author
Yongda Chen
Available Online 16 December 2022.
DOI
10.2991/978-2-494069-45-9_94How to use a DOI?
Keywords
Picture advertisements; Video advertisements; Purchase intentions
Abstract

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.

Copyright
© 2023 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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Volume Title
Proceedings of the 2022 2nd International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 December 2022
ISBN
978-2-494069-45-9
ISSN
2352-5398
DOI
10.2991/978-2-494069-45-9_94How to use a DOI?
Copyright
© 2023 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.

Cite this article

risenwbib
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  -