The Impact of Perceived Intrusion on Consumers' Purchase Intention in Short Video Product Placement Advertising

Yuya Liu; Shuwen Ye

doi:10.62051/ijgem.v8n2.01

Authors

Yuya Liu
Shuwen Ye

DOI:

https://doi.org/10.62051/ijgem.v8n2.01

Keywords:

Short video embedded advertising, Perceived intrusion, Purchase intention, Psychological resistance, Personal involvement degree

Abstract

This study focuses on short video embedded advertising, aiming to explore the mechanism of the impact of perceived intrusion on consumer purchase intention, and takes psychological resistance and personal involvement as mediating variables to construct a chain mediation model. The results indicate that perceived intrusion has a significant negative impact on purchase intention; Psychological resistance and personal involvement play a mediating role between perceived intrusion and purchase intention, and there is a chain mediation effect between the two. This study enriches the theory of conversion and purchase of short video embedded advertising, and provides strategic suggestions for brand short video advertising practice.

Downloads

Download data is not yet available.

References

[1] Abernethy A M. Television Exposure: Programs vs. Advertising [J]. Journal of Current Issues and Research in Advertising, 1991, 13: 61-77.

[2] Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience Response To Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(2), 13-30.

[3] Boush D M, Shipp S, Loken B,et al. Affect generalization to similar and dissimilar brand extensions. Psychology and Marketing,1987, 4(3), 25-37.

[4] Brehm J W. A Theory of Psychological Reactance[M]. Oxford, England: Academic Press, 1966: 135.

[5] Celsi R L, Olson J C. The Role of Involvement in Attention and Comprehension Processes [J]. Journal of Consumer Research, 1988, 15(2): 210-224.

[6] Clayton R. The Impact of Persuasive Messaging on Psychological Reactance and Behavioral Intentions [J]. Journal of Health Communication, 2022, 27(4): 450-465.

[7] Dodds W B, Monroe K B, Grewal D. Effect of Price, Brand and Store Information on Buyers` Products Evaluations [J]. Journal of Marketing Research, 1991, 28(3): 307-319.

[8] Edwards S M, Li H, Lee J H. Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads [J]. Journal of Advertising, 2002, 31(3): 83-95.

[9] Gefen D, Straub D. Managing user trust in B2C e-services [J]. E-Service Journal, 2003, 2(2): 7-24.

[10] Ha L. Advertising clutter in consumer magazines: Dimensions and effects [J]. Journal of Advertising Research, 1996, 36(1): 76-84.

[11] Hooker K. Possible Selves and Perceived Health in Older Adults and College Students [J]. Journal of Aging and Health, 1992, 4(2): 157-172.

[12] Hsu C. L., Lee M. K. Involvement: A Major Determinant in the Amount of Decision-Making Effort Devoted to the Product Evaluation Process [J]. Journal of Interactive Advertising, 2003, 3(2): 44-56.

[13] Keller K L, Aaker D A. The Effects of Sequential Introduction of Brand Extensions [J]. Journal of Marketing Research, 1992, 29(1): 35-50.

[14] Kim D J, Ferrin D L, Rao H R. A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents [J]. Decision Support Systems, 2008, 44(2): 544-564.

[15] Leppink J, Paas F, Van Gog T, et al. Effects of Pairs of Problems and Examples on Task Performance and Different Types of Cognitive Load [J]. Learning and Instruction, 2014, 30(4): 32-42.