Research On The Influencing Factors Of Online Video Patch Advertising On The Purchasing Intention Of The Audience

Advertising is a bridge of information communication between advertisers and audiences.With the rapid development of the Internet,advertisers have turned their attention to online advertising.With the continuous development of network video media enterprises and the continuous enrichment of video resources,the development of network video advertising market has been promoted.The loss rate of network video patch advertising is as high as 60%.How to effectively produce and put online video patch advertising to promote the purchase intention of the audience has become an urgent problem for advertisers.This research takes online video patch advertising as the research object,and analyses the influencing factors of audience's purchase intention.Combining brand cognitive theory and consumer behavior theory,this paper introduces two mediating factors of emotional response and brand perception to construct the path model,puts forward hypotheses and obtains data through questionnaires,carries out reliability and validity analysis by using SPSS 23.0 and Smart PLS 3.0 software,and uses structural equation path analysis method to test hypothesis.According to the test results,the acceptance purchase intention model is revised to determine the influencing factors,the final model and the path coefficient and finally draw relevant conclusions.The research conclusions mainly include two aspects:firstly,the informativeness,vividness,consistency and relevance of online video patch advertising are positively correlated with the audience's purchase intention,and the interference of online video patch advertising negatively affects the audience's purchase intention;secondly,emotional response and brand perceived trust exist in the process of the influence of online video patch advertising on the audience's purchase intention.They play a separate and common mediating role.In view of the conclusions,this study puts forward several suggestions to improve the quality of online video patch advertising,expand the display form of patch advertising,combination delivery,pay attention to the audience's emotions,customize personalized services,in order to promote the audience's purchase intention and enhance the advertising effect.