TY - GEN
T1 - The Impact of Quality Attribute on Purchase Intention Take Unboxing Video as an Example
AU - Yang, Derrick
AU - Ma, Min Yuan
PY - 2020
Y1 - 2020
N2 - The unboxing video has become the most popular video online. Companies cooperated with video creators such as YouTubers to broadcast product advertising, which has achieved significant results. The goal of the cooperation video is trying to enhance the purchase intention of the audience just like traditional advertising. However, it is hard to understand how the unboxing video is so attractive to the audience. This study aims to explore the quality attribute that can enhance purchase intention from the unboxing video and understand the hidden attribute behind it. Through the Kano quality model, we can classify the quality attribute to understand the factors hidden behind the videos. The result shows that in order to enhance the purchase intention, firsthand product information must be concluded and allow the audience to fasten understanding of the product information. The further generation of several emotions such as surprise, avoiding regrets, and granting stress relief could have a positive impact on the video. This research hopes to provide not only to the company, but also YouTubers, advertisement directors, marketing strategy departments or the related industries a reference in the future.
AB - The unboxing video has become the most popular video online. Companies cooperated with video creators such as YouTubers to broadcast product advertising, which has achieved significant results. The goal of the cooperation video is trying to enhance the purchase intention of the audience just like traditional advertising. However, it is hard to understand how the unboxing video is so attractive to the audience. This study aims to explore the quality attribute that can enhance purchase intention from the unboxing video and understand the hidden attribute behind it. Through the Kano quality model, we can classify the quality attribute to understand the factors hidden behind the videos. The result shows that in order to enhance the purchase intention, firsthand product information must be concluded and allow the audience to fasten understanding of the product information. The further generation of several emotions such as surprise, avoiding regrets, and granting stress relief could have a positive impact on the video. This research hopes to provide not only to the company, but also YouTubers, advertisement directors, marketing strategy departments or the related industries a reference in the future.
UR - http://www.scopus.com/inward/record.url?scp=85090094552&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85090094552&partnerID=8YFLogxK
U2 - 10.1007/978-981-15-7801-4_9
DO - 10.1007/978-981-15-7801-4_9
M3 - Conference contribution
AN - SCOPUS:85090094552
SN - 9789811578007
T3 - Advances in Intelligent Systems and Computing
SP - 88
EP - 96
BT - Proceedings of the 8th International Conference on Kansei Engineering and Emotion Research, KEER 2020
A2 - Shoji, Hiroko
A2 - Koyama, Shinichi
A2 - Yamanaka, Toshimasa
A2 - Kato, Takeo
A2 - Muramatsu, Keiichi
A2 - Lévy, Pierre
A2 - Chen, Kuohsiang
A2 - Lokman, Anitawati Mohd
PB - Springer
T2 - 8th International Conference on Kansei Engineering and Emotion Research, KEER 2020
Y2 - 7 September 2020 through 9 September 2020
ER -