Exploring The Influences Of Video Advertisings On Facebook Timeline On Impulse Buying

• Main Authors: Chang, Jia-Hui, 張家輝
• Other Authors: Ko, Hsiu-Chia
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6u72af

碩士 === 朝陽科技大學 === 資訊管理系 === 106 === As more and more traditional media transform into social media and the time that people spend in watching video films online continues to grow, advertisers begin to become aware of the trend of video advertising on social media. Among them, Facebook has become the main platform that attracts companies to advertise their advertisements. Its video advertising the services is a popular advertising mechanism nowadays which is charactered by the features of social, rich information, and call to action, causing its potential ability to arouse consumers’ impulsive buying. This study aimed to explore how the environmental factors of video advertisements on the Facebook timeline: interaction and conformity, as well as the content the factors: visual appeal and creativeness trigger users’ flow experience and the perception of information usefulness, and how these factors further drive impulse buying based on Stimulus-Organism-Reaction theory and flow theory. The results showed that the stimulation of interaction and conformity, visual appeal and creativeness all have significant influences on both flow experiences and the perception of information usefulness, which in turn exert users’ impulsive buying. The results implied that in the context of video advertisement on Facebook timeline, when users attracted by the video advertisements, they would generate emotional and cognitional reflection. Moreover, not only users’ flow experiences would arouse their impulsive buying, but the cognition reaction of perceived information usefulness of advertisement would also trigger their impulsive buying. Finally, this study proposed several practical suggestions for the editor of video advertisements and some theoretical implications and future research suggestions for researchers.