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What do users care about? Research on user behavior of mobile interactive video advertising
Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention...
Autores principales: | , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Elsevier
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9568838/ https://www.ncbi.nlm.nih.gov/pubmed/36254290 http://dx.doi.org/10.1016/j.heliyon.2022.e10910 |
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author | Gu, Chao Lin, Shuyuan Sun, Jie Yang, Chun Chen, Jiangjie Jiang, Qianling Miao, Wei Wei, Wei |
author_facet | Gu, Chao Lin, Shuyuan Sun, Jie Yang, Chun Chen, Jiangjie Jiang, Qianling Miao, Wei Wei, Wei |
author_sort | Gu, Chao |
collection | PubMed |
description | Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention to. Firstly, the research framework is proposed through expert interview and qualitative coding of the interview text. Secondly, research samples are made through surveys and conference discussions. The samples were designed into 30 types containing various interactive narrative and involvement. Finally, the qualitative results are verified in a quantitative way. The results show that in order to improve the audience's purchase intention, more attention should be paid to interactive narrative, subjective video quality assessment, immersion, satisfaction, and product involvement. |
format | Online Article Text |
id | pubmed-9568838 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Elsevier |
record_format | MEDLINE/PubMed |
spelling | pubmed-95688382022-10-16 What do users care about? Research on user behavior of mobile interactive video advertising Gu, Chao Lin, Shuyuan Sun, Jie Yang, Chun Chen, Jiangjie Jiang, Qianling Miao, Wei Wei, Wei Heliyon Research Article Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention to. Firstly, the research framework is proposed through expert interview and qualitative coding of the interview text. Secondly, research samples are made through surveys and conference discussions. The samples were designed into 30 types containing various interactive narrative and involvement. Finally, the qualitative results are verified in a quantitative way. The results show that in order to improve the audience's purchase intention, more attention should be paid to interactive narrative, subjective video quality assessment, immersion, satisfaction, and product involvement. Elsevier 2022-10-04 /pmc/articles/PMC9568838/ /pubmed/36254290 http://dx.doi.org/10.1016/j.heliyon.2022.e10910 Text en © 2022 The Author(s) https://creativecommons.org/licenses/by/4.0/This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Research Article Gu, Chao Lin, Shuyuan Sun, Jie Yang, Chun Chen, Jiangjie Jiang, Qianling Miao, Wei Wei, Wei What do users care about? Research on user behavior of mobile interactive video advertising |
title | What do users care about? Research on user behavior of mobile interactive video advertising |
title_full | What do users care about? Research on user behavior of mobile interactive video advertising |
title_fullStr | What do users care about? Research on user behavior of mobile interactive video advertising |
title_full_unstemmed | What do users care about? Research on user behavior of mobile interactive video advertising |
title_short | What do users care about? Research on user behavior of mobile interactive video advertising |
title_sort | what do users care about? research on user behavior of mobile interactive video advertising |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9568838/ https://www.ncbi.nlm.nih.gov/pubmed/36254290 http://dx.doi.org/10.1016/j.heliyon.2022.e10910 |
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