Research On The Influence Of Network Video Danmaku Advertisement On Consumers’ Purchase Intention

Network video programs,including text,pictures,animation,video and other forms of content,have become one of the most popular activities among many network entertainment projects.The scale of network video users is gradually increasing.However,the happiness for all the people is better than it for youselfl In the Web 2.0 era,network video users are no longer satisfied with watching videos alone,but more inclined to share and interact with others while watching videos.Therefore,danmaku technology is adopted by more and more video websites.Corporate marketers also found the value of danmaku and created danmaku advertisement.However,there are few researches on danmaku advertisement in the academic circle.From the unique perspective of danmaku advertisement,this paper uses qualitative and quantitative methods to research the mechanism and boundary conditions of danmaku advertisement affecting consumers’ purchase intention.On the topic,this paper mainly solves two problems:one is the definition of the connotation of danmaku advertisement and its characteristics;the other one is the path through which the danmaku advertisement affect the purchase intention.Since danmaku advertisement is a new thing,the research on it is still in the initial stage.However,danmaku advertisement has the characteristics of both danmaku and advertisement,so the relevant literature of danmaku and advertisement should be referred to in the research.On the basis of previous researches and interviews with danmaku advertisement users,this paper addresses how danmaku advertisement affects consumers’ purchase intention from four aspects.Firstly,by summarizing and sorting out literature materials related to danmaku,advertisement and danmaku advertisement,this paper defines the connotation of danmaku advertisement,and finds the advantages of danmaku advertisement comparing with danmaku and other common forms of online video advertisement.In addition,on the basis of semi-structured interviews with users of danmaku advertisement,this paper discerns the factors on danmaku advertisement affecting consumers’ purchase intention according to the Attitude Change Theory.The factors includes the sender of danmaku advertisement(brand and consumer),the content characteristics of danmaku advertisement(entertainment,relevance,usefulness),the context characteristics of danmaku advertisement(the number of danmaku advertisement,the entertainment of carrier videos,brand cognition).This paper puts forward the theoretical model of this research by referring the M-R model and introducing the two-dimensional emotion theory.Secondly,Study 1 mainly discusses the influence of different senders of network video danmaku advertisement on consumers’ purchase intention.According to different senders,danmaku advertisement can be divided into two forms:brand-generated danmaku advertisement and consumer-generated danmaku advertisement.Whether different senders will have different influences on consumers’ purchase intention.Under the conditions of hedonic goods and utilitarian goods,whether consumers’ purchase intention will change.It is found that different senders of danmaku advertisement will lead to different consumers’purchase intention through experiments.Comparing with brand-generated danmaku advertisement,consumer-generated danmaku advertisement is more likely to cause consumers’ purchase intention.When the brand side acts as the sender of danmaku advertisement,utilitarian goods can cause higher purchase intention;When consumers act as the sender of danmaku advertisement,hedonic goods can cause higher purchase intention.Emotional state(arousal and pleasure)plays an intermediary role between different danmaku advertisement senders and consumers’ purchase intention.Thirdly,Study 2 mainly discusses the content characteristics of network video danmaku advertisement affecting consumers’ purchase intention.By referring the M-R model and introducing the two-dimensional emotion theory,this paper conducts a reseach from three aspects of danmaku advertisement’s content characteristics including entertainment,relevance and usefulness.And considering the moderating effect of para-social interaction,this paper builds a model on the content characteristics of danmaku advertisement affecting consumers’purchase intention.This study collects data through a questionnaire and verifies the theoretical model.Entertainment,relevance and usefulness of danmaku advertisement have a significant positive impact on arousal and pleasure.Arousal and pleasure have a significant positive effect on consumers’ purchase intention.Arousal acts as the mediator between entertainment,relevance,usefulness and consumers’ purchase intention.Pleasure performs the mediating functions between relevance,usefulness and consumers’ purchase intention.However,pleasure doesn’t act as the mediator between entertainment and consumers’purchase intention.Para-social interaction plays a moderating role on relevance affecting arousal and pleasure.Para-social interaction plays a moderating role on usefulness affecting arousal and pleasure.The conclusion of this study provides a certain basis for enterprise marketing personnel to design the content of danmaku advertisement.Fourthly,Study 3 mainly discusses the context characteristics of network video danmaku advertisement affecting consumers’ purchase intention.By referring the M-R model and introducing the two-dimensional emotion theory,this paper conducts a reseach from three aspects of danmaku advertisement’s context characteristics including the number of danmaku advertisement,the entertainment of video carrier and brand cognition.And considering the moderating effect of information fluency,this paper builds a model on the context characteristics of danmaku advertisement affecting consumers’ purchase intention.This study collects data through a questionnaire and verifies the theoretical model.The number of danmaku advertisement and the entertainment of video carrier have a significant positive impact on arousal and pleasure.Brand cognition has a significant positive impact on arousal,while it doesn’t have a significant positive impact on pleasure.Arousal and pleasure act as the mediator between the number of danmaku advertisement,the entertainment of video carrier and consumers’ purchase intention.Arousal performs the mediating functions between brand cognition and consumers’ purchase intention,while pleasure doesn’t perform the mediating functions between brand cognition and consumers’ purchase intention.Information fluency plays a moderating role on brand cognition affecting arousal and pleasure.Information fluency plays a moderating role on the number of danmaku advertisement affecting arousal.Information fluency plays a moderating role on t the entertainment of video carrier affecting arousal.The conclusion of this study provides a certain basis for enterprise marketing personnel to launch danmaku advertisement on network video platforms.Finally,based on the above empirical analysis and research conclusions,this paper puts forward the theoretical contributions of the paper:firstly,it expands the content and scope of traditional network video danmaku advertisement research,and changes the situation that previous researches are only based on media communication,social driving,computational information and other perspectives,lacking the deconstruction and exploration of network video danmaku advertisement content from the perspective of brand marketing;Secondly,it explores the elements and mechanism of network video danmaku advertisement,and changes the situation that previous researches only pay attention to the form,communication effect,communication mode,marketing strategy and so on,lacking the research on the key elements and mechanism of network video danmaku advertisement.Thirdly,it constructs a model of network video danmaku advertisement affecting consumers’ purchase intention,and changes the situation that previous researches only focus on qualitative research,lacking of quantitative research on network video danmaku advertisement.Fourthly,it highlights emotion affecting the communication effect of network video danmaku advertisement,and changes the situation that previous researches are limited to the framework of comparison between rational appeal and emotional appeal,lacking the research on the important role of emotion in advertisement communication.This paper also puts forward the corresponding management enlightenment:firstly,understand the unique advantages of danmaku advertisement and enhance the multi-synergistic effect of media advertisement;secondly,pay attention to the main danmaku advertisement participants to achieve the benefit of co-creation and collaborative development;thirdly,strengthen the design of danmaku advertisement content to meet the emootional needs of consumers;Fourthly,attach importance to the context characteristics of danmaku advertisement and grasp the timing of danmaku advertisement.