The Effect Of Video-advertising Content Relevance On Consumers’ Purchase Intention

In-depth research on consumers’ brand attitude and purchase intention as well as their internal mechanism can effectively help enterprise marketing personnel to have a deeper and clear understanding of consumer needs,deploy marketing strategic direction,implement marketing plans,enhance brand awareness and profits,and complete enterprise objectives.It is found that advertising relevancy has a positive impact on consumers’ brand attitude and purchase intention.However,most of these studies have been conducted using behavioral experiments with traditional measures,which means that they cannot reveal the cognitive processing of advertising information in consumers’ brains when they watch ads with different degrees of relevance.This paper explores the neural mechanisms behind the impact of content relevance on consumers’ brand attitudes and purchase intentions,as well as how they are influenced by emotion,processing fluency,and persuasion knowledge.By combining functional magnetic resonance imaging technology and questionnaire survey,the following conclusions are drawn:(1)The higher the content relevance of advertising video,the better the individual’s brand attitude,but the purchase intention has not been significantly enhanced;(2)The higher the content relevance of the advertisement-video,the more positive the individual’s emotions,the smoother the processing of information,the easier it is to be persuaded,and the more positive the brand attitude;(3)The higher the persuasion knowledge,the stronger the willingness to buy,which is 1.891 times the original;(4)Participants who did not want to know the details of the advertisement were less willing to buy than those who were willing to buy;(5)While watching the advertisement,the participants failed to recognize the connection between the video and the advertising,as evidenced by the lack of significant difference in ALFF activation values of the striatum and amygdala in both high and low content relevance groups;Following the advertisement,during the second half of the animation,the participant’s brain gradually recognized a difference in content correlation between the animation and the advertisement.This recognition was reflected in the significantly different ALFF activation values in the striatum and amygdala regions of the brains of participants in the high and low content correlation groups,with the high correlation group showing greater activation values than the low correlation group.However,regardless of whether the content correlation between animation and advertising is high or low,the participants’ brains can find the difference between brands,and the activation value of the Starbucks group is greater than that of the Budweiser group;(6)Manipulating relevance has no effect on brand attitude,but manipulating relevance can indirectly affect brand attitude through intermediary variables.For the second half of the animation,the higher the content relevance of the ad-video,the higher the ALFF activation value in the striatum and amygdala brain regions,the smoother the individual’s processing of information,and the better the brand attitude.At the theoretical level,this study not only explains why the content correlation between video and advertisement affects consumers’ brand attitude and purchase intention from the perspective of management;In addition,the neural mechanism behind the influence of advertisement correlation degree on consumers’ purchase intention is explored from the neural perspective,which will enrich domestic scholars’ research on the effect of online video advertising.Finally,at a practical level,this research may offer theoretical support and recommendations for enterprises regarding their advertising content production and delivery strategies.