The influence of factors in Tet holiday viral video advertising on consumers' purchasing intention in the southern provinces: A study on soft drinks in PepsiCo

Abstract

The research "The influence of factors in Viral Video Advertising on Tet holiday on consumers' purchase intention in Southern provinces: A study on beverage products of PepsiCo" was conducted to evaluate the factors affecting the attitude of viewing Tet Viral Video Advertising, thereby affecting the beverage shopping intentions of users in the southern provinces. Based on database theory, expected behavior, technology acceptance model combined with qualitative research, the group study identified 6 independent variables including H1 Informativeness Perception, H2 Social Influence, H3 Perceived value, H4 Entertainment Perception, H5 Irritation, H6 Reliability, mediating variable is Attitude and independent is purchase intention. The research team used mixed methods including qualitative and quantitative research methods to conduct this study. Qualitative research aims to clarify, confirm, modify and add-in observed variables measuring concepts in the theoretical research model. Quantitative research was carried out with a sample of 417 customers through an online survey to evaluate the scale and assess the suitability of the research model. In addition, after performing linear regression analysis, there are six factors affecting the purchase intention after viewing Viral Video Advertising: (1) Entertainment Perception; (2) Social Influence, (3) Informativeness Perception. Moreover, other factors are (4) Perceived Value, (5) Irritation and (6) Reliability. The mediating variable - attitude has a strong impact on purchase intention with β = 0.696. From the analysis results, the research team has proposed some managerial implications to increase the positive attitude when viewing Viral Video Advertising as well as increase the intention to purchase beverage products after viewing the advertisement for consumers consumption in the southern provinces through the factors mentioned above. In addition, the authors also give some limitations of the topic and propose future research directions