The Influence Of Horizontal Movement Of Inner Video Banner Advertisements To Cognition And Product Attitudes

Nowadays,mobile Internet has been an indispensable part of our life,an increasing number of enterprises choose digital marketing to advertise their products,and Internet video advertising has been more and more significant as a result.Previous study about Internet video advertising mostly focused on product placement and pre-video advertisement,exploring the effect of consumer attention,attitudes and purchase intention.But there are few scholars pay their attention to the new inner video banner advertising.Besides,subjects of previous study about Internet advertising are usually Chinese whose culture system is simple.As a result,the relationship of horizontal movement of IVB ads and subjects reading and writing direction.The paper begins with the presentation forms of IVB advertising,aiming at exploring the influence of horizon movement of IVB ads to subjects cognition and attitudes from different culture.We find that reading and writing direction has a positive influence of implicit knowledge,which promotes perception fluency.The article explains the mediating effect of perception fluency and analyses the moderating effect of relevance degree of IVB ads and video contents.First of all,language system,dual-processing model,implicit and explicit learning,fluency and attitudes theories are reviewed,then model and hypotheses are presented.Finally,the article verifying the hypotheses via empirical study.The article adopts experiment and questionnaire,designing two experiments to analyze the hypotheses.First,we ask the subjects to watch a video with IVB ads moving horizontally,then subjects are asked to fill in the questionnaire.The former experiment draws Mainland Chinese as well as Pakistani to measure subjects cognition and attitudes under different language system(different reading and writing direction)exposed to two directions of IVB movement.The latter draws Mainland Chinese to verify the moderating effect of relevance degree of IVB ads and video contents,verifying the results of experiment one again.The research adopts SPSS 19.0 in the data analysis to do descriptive statistical analysis,reliability analysis,factor analysis ANOVA,liner regression and Bootstrap.The main conclusion are as below:under the mediating effect of fluency,subjects cognition and attitudes will be higher when subjects writing and reading direction are in accordance with the direction of IVB horizontal movement.And the main effect is moderated by the relevance degree of IVB ads and video contents.