Citation

Au, Emily Yim Lee and Teh, Pei Lee and Goonetilleke, Ravindra and K. Ahmad, Pervaiz and Cheong, Soon Nyean and Yap, Wen Jiun (2016) Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. In: Advances in Physical Ergonomics and Human Factors. Advances in Intelligent Systems and Computing (AISC), 489 (489). Springer International Publishing, pp. 943-954. ISBN 978-3-319-41694-6

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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.

Item Type:	Book Section
Uncontrolled Keywords:	Video advertising, Instructional video, Cultural difference, Touchless system, Hong Kong, Malaysia
Subjects:	P Language and Literature > PN Literature (General) > PN1993 Motion Pictures
Divisions:	Faculty of Engineering (FOE)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	17 Jul 2020 07:59
Last Modified:	17 Jul 2020 07:59
URII:	http://shdl.mmu.edu.my/id/eprint/6802

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