Factors from youtube advertising value affect purchase intention of university students in Ho Chi Minh city

Abstract

This study was conceived with the goal of understanding the factors thatinfluence advertising value on YouTube platform, thereby investigating its relationshipto purchase intention. According to the deductive approach and the quantitativemethod, data is collected with a sample size of 282 (n=282) through a questionnairepresented to the user. The collected data is processed by the research team through thesteps of testing, reliability assessment, exploratory factor analysis (EFA) andmultivariate regression analysis to determine and measure the impact of cause - effectvariables in the research model. An ANOVA test was run to determine the differenceof demographic groups through YouTube advertising value. Findings indicated thatinformativeness, irritability, and entertainment had a positive effect on advertisingvalue on YouTube. Additionally, the results show that advertising value on YouTubehas a positive impact on purchase intention. Besides, the study examined whether YouTube ad value factors differ according to demographic variables. The findingsindicate that several demographic factors vary through YouTube advertising. Thetheoretical and managerial implications of these findings are discussed. The studysolely investigates university students in Ho Chi Minh City. Therefore, the resultsanalyzed from collecting data limit the general ability of the findings and make itdifficult to estimate the overall. Further, there are some other characteristics that havea significant impact on the value of YouTube advertising such as advertising content,interactivity and attitude. They should be considered deeply in the future research.Nonetheless, from the results, the authors have made recommendations for businessesin creating valuable YouTube advertising strategies with the aims to attract consumersand promote their purchasing intention.