Factors Affecting Consumers' Behavior in Sharing Advertising Videos on Vietnamese Social Networks

Tóm tắt

Nowadays, advertising videos are an effective marketing tool and a new marketing trend. Advertising videos shared by customers are considered less suspicious than ads shared by companies, and they can appeal to a broader audience. This study employs the theory of reasoned action (TRA) and the technology acceptance model (TAM) to explore the factors affecting consumers' behavior of sharing advertising videos on social networks. Structural equation modelling (SEM) was adopted to examine the relationships proposed in the model. Determining the factors affecting customers' behaviour sharing promotional videos will provide Vietnamese businesses with an opportunity to understand how customers will perform their
behavior. The research results indicated that subjective norms, perceived utilities, and entertainment value when sharing advertising videos on social networks have a positive relationship with consumers' attitudes towards sharing advertising videos on social networks.
Further, entertainment value and attitude are the two strongest factors that motivate consumers to share advertising videos on social networks. Therefore, advertising videos, in addition to providing product information, need to pay attention to building attractive forms and content to attract consumers. Special attention should be paid to high entertainment, bringing positive, happy, pleasant feelings, and catching up with current trends.