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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Does Instructional Video Advertising Influence Behavioral Intention? Comparative Study Between Hong Kong and Malaysia
verfasst von : Emily Yim-Lee Au, Pei-Lee Teh, Ravindra Goonetilleke, Pervaiz K. Ahmed, Soon-Nyean Cheong, Wen-Jiun Yap
Erschienen in: Advances in Physical Ergonomics and Human Factors
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Abstract
This study aims to examine the influence of video type (commercial video vs. instructional video) and three cultural/individual difference factors (location: Hong Kong vs. Malaysia; education background: engineering/science vs. non-engineering/science; experience of using touchless technology: yes vs. no) on an individual’s behavioral intention to use the touchless system. This study was conducted with 60 participants (30 males and 30 females) from Hong Kong and 62 participants from Malaysia (31 males and 31 females) to investigate whether the video type and cultural/individual difference factors has an impact on individuals’ behavioral intention. The findings of this study reveal interesting comparative results between Hong Kong and Malaysia as well as provide useful insights for marketing practitioners.