The Impact of Consumer Generated Advertisement on Brand Purchase Intention

• Main Authors: Li-Chen Hung, 洪瓈珍
• Other Authors: Stacy Huey-Pyng Shyu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58827787200907822056

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 100 === Recently, consumers popularly engage in internet advertising search mechanism via video sharing platform. Consumers who generate the videos to express their preference for a specific product through YouTube (defined as Consumer generated advertising; CGA) will have an impact on the prospects'' view of brand purchase intention. The objective of this paper is to propose consumer generated advertising effect on consumer purchase intention via the moderating-effects such as brand attitude and brand trust. Survey data from 628 participants who through Consumer generated advertising appeal effect that the two antecedents have positive influences on consumer generated advertising outcomes. Consumer through consumer generated advertising also affects brand purchasing decisions in two ways: directly (conformity with advertising influence) and indirectly by reinforcing brand attitude and brand trust. In addition, consumer''s need for truthfulness has a moderating effect on the influence of previous user on products experience.