Review of Professional Management- A Journal of New Delhi Institute of Management

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Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth


Affiliations
1 Department of Management, Dr. A.P.J. Abdul Kalam Technical University, Lucknow, India
2 Krishna Institute of Engineering and Technology, Ghaziabad, India
3 University Courses Campus, Institute of Management Studies, Ghaziabad, India
4 Chitkara Business School, Chitkara University, India
 

The present study aims to investigate the effectiveness of online video advertisements on purchase intentions of Delhi-NCR youth. It develops a model that measures advertisement value and attitude towards online advertisement on purchase intentions. A survey was conducted among graduate/postgraduate students of engineering and management between March to October, 2017. Confirmatory factor analysis was done for measuring the validity of measurement model followed by SEM analysis and a post-hoc SEM analysis. The study examines and develops a model for measuring impact of attitudinal factors on attitude and purchase intention in case of online video advertisements which provides further scope of research. The post-hoc analysis confirmed that all constructs of advertisement value model given by Ducoffe is not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe model although in post-hoc modeling it significantly impacts attitude towards online video advertisements. Information and entertainment constructs have significant impacts on the advertisement value and attitude towards online advertisement.

Keywords

Online Video Advertisements, Structural Equation Modelling (SEM), Online Consumer Behaviour.
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  • Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

Abstract Views: 267  |  PDF Views: 136

Authors

Anant Saxena
Department of Management, Dr. A.P.J. Abdul Kalam Technical University, Lucknow, India
K. R. Chaturvedi
Krishna Institute of Engineering and Technology, Ghaziabad, India
Sapna Rakesh
University Courses Campus, Institute of Management Studies, Ghaziabad, India
Uday Khanna
Chitkara Business School, Chitkara University, India

Abstract


The present study aims to investigate the effectiveness of online video advertisements on purchase intentions of Delhi-NCR youth. It develops a model that measures advertisement value and attitude towards online advertisement on purchase intentions. A survey was conducted among graduate/postgraduate students of engineering and management between March to October, 2017. Confirmatory factor analysis was done for measuring the validity of measurement model followed by SEM analysis and a post-hoc SEM analysis. The study examines and develops a model for measuring impact of attitudinal factors on attitude and purchase intention in case of online video advertisements which provides further scope of research. The post-hoc analysis confirmed that all constructs of advertisement value model given by Ducoffe is not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe model although in post-hoc modeling it significantly impacts attitude towards online video advertisements. Information and entertainment constructs have significant impacts on the advertisement value and attitude towards online advertisement.

Keywords


Online Video Advertisements, Structural Equation Modelling (SEM), Online Consumer Behaviour.

References





DOI: https://doi.org/10.20968/rpm%2F2018%2Fv16%2Fi1%2F175073