dc.description.abstract | With the development of Internet technology, the development of advertising has shifted from the traditional mode of text message to the video over the Internet. And the term "adver-torial” " is a blend of the words “advertisement” and “editorial”, otherwise known as “advertori-al” used in Taiwan media. It belongs to the category of placement marketing.
With the continuous development of social media, YouTube has become one of the plat-forms that many manufacturers choose for advertorial, and the advertising has turned into a model of online video marketing.
The most important purpose of advertising is to lead to consumer purchases, and the spon-sored video on YouTube is one of its channels to such an achievement, which is the motive of this study.
By sorting out and summarizing the past literature, this study uses the attitude-toward-the-ad model as the main framework to explain the attitude towards advertising. The key variables include the credibility of YouTuber, the attitude towards YouTuber, and the attitude towards sponsored videos. Moreover, the variables of purchase intention and the intention to continuous watching are added as an extension of the model, to further explore the subsequent behavioral intention. Finally, we observe whether the three advertising value variables (entertaining, credi-bility and interference) have an intermediary effect, to understand the influence of advertising value. This study conducts its surveys through online questionnaires, which are distributed via social media platform on Facebook and 223 samplings are recovered.
Data analysis results show that the credibility of YouTuber has a positive influence on the attitude towards YouTuber; the audience’s attitude towards YouTuber will positively affect their attitude towards sponsored videos; the audience’s attitude towards YouTuber and sponsored vid-eos will all have a positive influence on the intention to continuous watching, and audience’s attitude towards sponsored videos also has a positive influence on purchasing intention; and the three variables of advertising value have a significant influence on the intermediary effect in the main framework.
Finally, we put forward the suggestions of this research, hoping that to help the internet ce-lebrity and the professionals of influencer marketing to understand the factors that influence au-dience’s purchasing intention and their intention to continue to watch the sponsored videos. And then, we put forward better suggestions concerning these influencing factors to assist the devel-opment of video marketing. | en_US |