The Influence of YouTube Video on Brand Awareness and Purchase Intention: Using Smartphone Users in Taiwan as Examples

• Main Authors: Kai-Wei Liu, 劉鎧維
• Other Authors: 何建達
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5230019%22.&searchmode=basic

碩士 === 國立中興大學 === 科技管理研究所 === 107 === With information era coming, the customer always searches for products'' function, evaluation or used experience through the network. Because the smartphone market quite mature in Taiwan, major smartphone brands need to consider how to acquire new customers and keep purchasing their products through the internet. Most of the previous studies focused on the ad value on YouTube platform, include overlay ads, bumper ads or sponsored cards. Less focused on YouTube videos like unpacking, used experience or function evaluation video''s ad value. Therefore, this study aims to investigate YouTube video about the smartphone like unpacking, used experience or function evaluation video whether to influence customers'' brand awareness and purchase intention or not. In this study, questionnaires were deployed through social media platform, public forum and communication software to explore three variables that may influence YouTube product introduction video: entertainment, informativeness and YouTuber attractiveness. Also investigated whether product introduction video could influence customer brand awareness or even enhance their purchase intention. The result showed that all three variables have positive impact on YouTube product introduction video. Meanwhile, brand awareness has strong relationship with purchase intention. This study expects to provide result for every smartphone brand as reference while online marketing.